Post by Rob Swystun from @RhinoForceLLC.
Back in the dark ages (pre-internet 20th Century), businesses put a lot of effort into gaining and maintaining a stellar reputation.
They knew that no matter how much they advertised, the real advertising was done when customers and clients told other people about the business and gave it their unofficial endorsement.
Who would you rather trust for information about how good a business is: your best friend or a TV commercial paid for by the company?
This type of word-of-mouth advertising has lent itself nicely to the internet with sites like Yelp and TripAdvisor, where people leave reviews of businesses allowing people to check if the business has a good or bad reputation.
Once upon a time, directory listings like Yelp received pretty high rankings on SERPs. They fell out of favor with Google after some time.
But, with Google’s recent algorithm change, Hummingbird, directories are making a comeback in Google results.
Hummingbird seems to be returning more specific metro-level pages from these national directories for generic keywords, especially keywords that include geo-modifiers.