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January 10 th 2017 Mistaken Identity: How to Solve Incorrect Data in Local Listings [email protected]
| Date post: | 25-Jan-2017 |
| Category: |
Small Business & Entrepreneurship |
| Upload: | surefire-social |
| View: | 65 times |
| Download: | 0 times |
2014Our 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 HoffmanMarketing 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 LindholmBrand Manager, LP Siding
“ “AWARDSMilestones
Digital Footprint
●Your business has a digital footprint
●Google has an opinion of said footprint
What is a digital footprint?
●Website●Social sites & activity●Reviews●Accurate online
directory listings
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
Why Does Google Care?
●It’s about customer service●It’s about speed●I want to know. I want to buy
○Therefore...consistency counts!
Surefire Social WebinarBryan Rutcofsky, January 10, 2017
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.
No purchaseBad brand experienceMissed buying windowNot ranking in location
search
Sub-optimal location data on any location service
diverts customers off the path to purchase.
Missing from maps resultsDecreasing return on ad spend
Conversion at competitorNegative review
Wrong store hours
250+ LOCATION SERVICES
Listings Matter
On average, business listings receive
174% more impressions than local pages
(including store pages, directory, and locator traffic)
Classic Search DistributionTraditional view of Search
Local Search DistributionLocal Search is far more distributed
Data EcosystemData flows as input and output between most location services
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.
Goodfella’s Pizzeria
144 Orchard St(212)432-3200
Good Fella Brick Oven
114 Orchard St
144 Archer St.(212)343-4300
Good FeelingsPizzeria
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.
Stock Filings
Public Applications
The Data Ecosystem is Ever Evolving
Data Aggregators
“Business Moved” Notices
New Owner Declarations
Social MediaPosts
Archived Data
State Tax Forms
Consumer Suggestions
Business’ Website(s)
Review Sites
Other Sites & Web Directories
News
Phone Directories
Call Center Records
Manual Business ClaimGoogle Places User
Customer Facebook PostMobile Yelp User
Yahoo! Mobile UserYelp App User Signal
Claimed Yahoo ListingRegional Directory
Foursquare Check-inClaimed Yelp Listing
Angie’s List Review
High Volume Tweet Feed
Store LocatorGoogle Update
News Article Bing Local Listing
Government FilingTax State Forms
Bank Loan DataUnstructured Forum
Phone RecordsAPI Submission
Acxiom DatabaseOut of Biz Call Center
Lexis Nexis DirectoryInfogroup Database
Patent RegistrationUnique Biz ID Forms
Offshore Location Team
GigWalk Submit
Thomson ReutersNasdaq Filings
Aggregation & the Tournament of Data
no controlduplication problems
?
• 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 built Yext to put businesses in control.
The PowerListings® NetworkGet clients found everywhere consumers search.
Get a Complimentary Digital Marketing Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
Category Mapping
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
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
Duplicate Suppression
• Solve duplicate listings at the source
• Suppress duplicates correctly and definitively
• Ensure customers only see authoritative location data
• Name• Address 1 & 2• Sublocality• Display Address• Address Visible• 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• YouTube Video URLs• Menu*• Products*• Events*• Bios*
• Additional Hours Text• 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
Get a Complimentary Digital Marketing Consult
Call (888) 804-8685Email [email protected]
...and a Google Chromecast!
Don’t forget!
