Mistaken Identity: How to Solve Incorrect Data in Local Listings
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The document discusses the importance of a consistent digital footprint for businesses, particularly in the context of local search and online directory listings. It highlights how improved data management can enhance visibility and customer engagement while addressing challenges such as inaccurate data and duplicates. The presentation also showcases tools and strategies for managing location data effectively to optimize online presence and conversion rates.
Mistaken Identity: How to Solve Incorrect Data in Local Listings
- 1. January 10th 2017 Mistaken Identity: How to Solve Incorrect Data in Local Listings marketing@surefiresocial.com
- 2. 201 4Our site visits are up over 40%, we receive almost twice as many calls from it and we have gone from the 6th page to the first in a very short time. To say they have done a good job does not do it justice. They have done a fantastic job! Ray Hoffman Marketing Director, RbA Milwaukee “ “ I really like SurePulse. It’s an intuitive tool and I like that everything is in one place. It's useful, easy to use and I have a much better understanding of how we are performing. Amy Lindholm Brand Manager, LP Siding “ “ AWARDSMilestones marketing@surefiresocial.com
- 3. Today’s Speaker Bryan Rutcofsky VP of Sales marketing@surefiresocial.com with Jeff White VP of Client Services
- 4. Digital Footprint ● Your business has a digital footprint ● Google has an opinion of said footprint marketing@surefiresocial.com
- 5. What is a digital footprint? ● Website ● Social sites & activity ● Reviews ● Accurate online directory listings marketing@surefiresocial.com
- 6. Why Does Google Care? ● Majority of searches are on Google ● Half occur on a mobile device ● ⅓ are location-based queries ● Local searches are growing marketing@surefiresocial.com
- 7. Why Does Google Care? ● It’s about customer service ● It’s about speed ● I want to know. I want to buy ○ Therefore...consistency counts! marketing@surefiresocial.com
- 9. Surefire Social Webinar Bryan Rutcofsky, January 10, 2017
- 10. 250+ LOCATION SERVICES Location services are the basis for every customer engagement Managing location data across these services ensures businesses are present during customers’ moments of high intent.
- 11. No purchase Bad brand experience Missed buying window Not ranking in location search Sub-optimal location data on any location service diverts customers off the path to purchase. Missing from maps results Decreasing return on ad spend Conversion at competitor Negative review Wrong store hours 250+ LOCATION SERVICES
- 12. Listings Matter On average, business listings receive 174% more impressions than local pages (including store pages, directory, and locator traffic)
- 13. Classic Search Distribution Traditional view of Search
- 14. Local Search Distribution Local Search is far more distributed
- 15. Data Ecosystem Data flows as input and output between most location services
- 16. Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Imagine asking 10 people you trust where a particular restaurant is and receiving the following answers: This is a perfect signal.
- 17. Goodfella’s Pizzeria 144 Orchard St (212)432-3200 Good Fella Brick Oven 114 Orchard St 144 Archer St. (212)343-4300 Good Feelings Pizzeria 414 Orchard St Where? Never heard of it. You mean Goodfella’s LES? 144 Orchid Ave. Great movie. I don’t think I know them. Now imagine asking 10 people you trust where a particular restaurant is and receiving these answers: This is a perfectly terrible signal.
- 18. Stock Filings Public Applications The Data Ecosystem is Ever Evolving Data Aggregators “Business Moved” Notices New Owner Declarations Social Media Posts Archived Data StateTax Forms Consumer Suggestions Business’Website(s) Review Sites Other Sites & Web Directories News Phone Directories Call Center Records
- 19. Manual Business Claim Google Places User Customer Facebook Post MobileYelp User Yahoo! Mobile User YelpApp User Signal ClaimedYahoo Listing Regional Directory Foursquare Check-in ClaimedYelp Listing Angie’s List Review HighVolumeTweet Feed Store Locator Google Update News Article Bing Local Listing Government Filing Tax State Forms Bank Loan Data Unstructured Forum Phone Records API Submission Acxiom Database Out of Biz Call Center Lexis Nexis Directory Infogroup Database Patent Registration Unique Biz ID Forms Offshore LocationTeam GigWalk Submit Thomson Reuters Nasdaq Filings Aggregation & theTournament of Data no control duplication problems ?
- 42. • Match & Lock APIs are custom-designed to put you in control of your clients’ location data • Lock protects your clients’ data from being overwritten by the tournament of data taking place in the search ecosystem • Eliminates perpetual need to re-submit data to location services • Synchronizes entire search ecosystem • Data does not revert if the lock is removed We builtYext to put businesses in control.
- 43. The PowerListings® Network Get clients found everywhere consumers search.
- 44. Get a Complimentary Digital Marketing Consult Call (888) 804-8685 Email marketing@surefiresocial.com ...and a Google Chromecast! marketing@surefiresocial.com
- 45. Category Mapping
- 46. Publisher Suggestions • A better way to handle consumer suggestions, or ‘Google updates’ • Takes control a step further • Gain the power to accept or reject consumer suggestions
- 47. Real-Time Updates • Drive consistency across the web • Ensure customers always see accurate and up-to-date information about your clients’ location(s) • Keep their customers informed
- 48. Duplicate Suppression • Solve duplicate listings at the source • Suppress duplicates correctly and definitively • Ensure customers only see authoritative location data
- 49. • Name • Address 1 & 2 • Sublocality • Display Address • AddressVisible • City • State • Postal Code • Country • Main Phone • Categories • Latitude • Longitude • Closed Flag • Special Offer* • Special Offer URL* • Business Hours • Description • Website • Website Display URL • Emails • Payment Methods • Logo • Photos • YouTubeVideo URLs • Menu* • Products* • Events* • Bios* • Additional HoursText • Additional URLs • Alternate Phone • Mobile Phone • Fax • Toll-Free Number • Twitter Handle • Facebook Page • Year Established • Associations • Specialties • Brands • Languages • Keywords • Attribution Logo/URL * =Yext-specific fields Businesses are more than just NAP
- 50. Get a Complimentary Digital Marketing Consult Call (888) 804-8685 Email marketing@surefiresocial.com ...and a Google Chromecast! Don’t forget! marketing@surefiresocial.com