What are local business listings and why are they important? Goodzer explains the difference between basic business listings and enhanced content - and why enhanced content is essential to your local business listing.

2. It’s Not Just Good, It’s...
Board Meeting
7.15.14
Enhanced Business Data:
Presence Management's Missing Link
LSA Webinar - 6.25.15
Reinventing Local Marketing

3. Local business listings are a profile of information
about a local business designed to provide
prospective customers with the knowledge to
make a purchase decision
Defining Local Business Listings

4. Why Customers Need Local
Business Listings
“I know what business I want -
I just need information on logistics
of making my purchase”
 Name
 Address
 Phone Number
 Hours
 Payments available
“I know what product or service I
need, but I need to find a business
that offers it”
 Product Availability
 Images / Pictures
 Service lists
 Detailed Descriptions
 Prices
BASIC LISTINGS ENHANCED LISTINGS

5. Why Merchants Need
Enhanced Data
Issues and Challenges:
 SMB Website Pervasiveness & Depth
 Mobile Site Absence
 SEO “Game”
 Real Distribution
 Omni-channel & message Mgmt. Platform

6. Basic Listings vs. Enhanced Listings
Basic Listings:
 Contain the basics – name,
address, phone number, hours,
payments, directions
 Are plentiful and readily available
 Designed to provide immediate
information during the purchase
process
Enhanced Listings:
 Go deeper – describe and present
detailed information on the business’s
product and services
 Are increasing in availability and use
 Designed to provide a match between
the customer’s exact need and
specifically what a business offers

7. Basic Listings vs. Enhanced Listings:
BASIC LISTINGS ENHANCED LISTINGS
VISUALS
PRICES
AVAILABLE
INVENTORY
RETAIL

8. Basic Listings vs. Enhanced Listings:
BASIC LISTINGS ENHANCED LISTINGS
Service List
Description
Prices if
applicable
SERVICES

9. Improving User Experience
“I had no idea NTB did brake service. This
is great because they are right around the
corner. I’m going to make an appointment
right now”
 Customer knows & finds what they want
 Customer knows merchant meets a specific need
 Customer is ready to buy & converts

10. DRIVES MERCHANT
CONVERSION
Significantly improves users’
ability to make purchase
decisions
REVENUE
PRODUCING
Increased actions,
conversions, and impressions
leads to multiple revenue
opportunities for publishers
EXTENSIBLE TO
MOBILE
Built to easily extend to
mobile and drive mobile
conversions
LOCALLY
FOCUSED
Enhanced data is built for
action by local consumers –
where and when they are
ready to buy
EASY
IMPLEMENTATION
Hosted widgets, cobrands or
Data-feeds allow for simple
implementation and updates
BENEFITS OF ENHANCED LISTINGS:

11. Who Can Benefit from
Enhanced Listings?
Local Search Sites
Mobile Apps
Appointment Booking Services
Travel Sites
Social Sites
Major Search Engines
Product Engines
Data Aggregators
GPS / Smartphones
Any digital business
targeting local
consumers
+ Satisfied Customers
and Engaged Local
Merchants Themselves

12. SEO
Increased
NPS
Time
on site
New Ad
Positions
User
Exp
Relevancy
Increased
NPS
Relevancy
 New revenue opportunities
• Myriad ways to increase revenue through additional
impressions, clicks, and leads
 Improved conversion quality for advertisers
• Users more knowledgeable, advertisers receive better
quality conversions
 Improved user experience
• Gives consumers more path-to-purchase info without
leaving site
12
Benefits of Publishing Enhanced
Listings

13. Ways Enhanced Listings Are Used
Local Product
Search
Local Service
Search
Social
Enhancements
Smartphone
Maps & Search
Appointment
Booking

14. New Ways to Use Enhanced
Listings
Improved Search Results
 Use Enhanced Listings data to bring back more relevant results for
keyword searches
Online Advertising
 Target ads more precisely using granular, specific services and products
offered to take advantage of long-tail keywords
B2B Marketing
 Use Enhanced Listings data to learn what product and services a
business may need to operate and fulfill their offers

15. Online Advertising Impacts of
Enhanced Data
Specific keywords for services offered….. Leading to customized landing pages
Better targeting leads
to increased conversions
from buyers – not just
consumers browsing

16. Enhanced Listing Key Players
 Specializes in retail listings
and services-based
businesses
 Free service for merchants
 Specializes in restaurants and
entering services-based
businesses
 Charged service for merchants
 Heavy in restaurants and spas
/ beauty, some services-based
businesses
 Charged service for merchants
 Focuses on all categories but
emphasis on basic listing
management
 Charged service for merchants

17. Goodzer provides Merchant Center, a
service that allows local businesses
to update their information quickly
and easily:
 Links from distribution partners’
pages
 Update or add new service lists,
prices and descriptions
 Phone verification to validate
authenticity of the business owner
 Can be co-branded or private-
labelled
Enhanced Listings Management

18.  Timely updates = accurate
listings and better lead
quality
 Complete control over
listing content
 Easy and fast to do in one
place…
Why Merchants Should Update

19. About GOODZER
Automated, Data-Driven Marketing with
Unprecedented Conversion, powering Enhanced
Listings and Local Marketing Solutions

20. GOODZER Data Superiority
- P R O D U C T S -
Physical store locations
Unique products
Images
Inventory items
Product categories
500,000
100 Million
80 Million
2.5 Billion
All
50% of all Goodzer retail locations SMBs / regional businesses
Service merchant locations
Local service offers
Categories: dentists, auto, lawyers,
contractors, plumber & more
- S E R V I C E S -
2 Million
25 Million
3000+
85% of all Goodzer services locations SMBs / regional businesses

21. GOODZER Free Merchant Services
Increase Reach Enable DecisionsTell Your Story
The Goodzer Partner Network:
Goodzer’s Enhanced Profiles give 200 million users
the details they need to know about local businesses

22. It’s Not Just Good, It’s...
Board Meeting
7.15.14
http://goodzer.com
Mike Wilson
mike@goodzer.com
Reinventing Local Marketing
Questions?