Local Business
Listing Data Flow
& Fixing Incorrect
Listings
Chris Travers
President & Co-Founder
Universal Business Listi...
3 Types of Local Search Results

Organic Search Results

2
3 Types of Local Search Results
Sponsored Business Listings

3
3 Types of Local Search Results

Organic Business Listings

4
Consumers search desktop, mobile, GPS, 411
1

Search Engines & Search Apps/Services

2

Internet Yellow Pages and Director...
LOCAL SEARCH IN
Local mobile searches (85.9 billion) are projected to exceed desktop searches
2013
(84 billion) for the fi...
Sources
Business
Internal

Publishers
Data
Vendors

• Website
• Direct submissions/Management
• Mobile, Social, Video Page...
Sources
Public
Records
Agencies/
Services

Consumers

• Postal records – particularly address format
• Government Filings ...
Data Flow

Phone Records
- Mobile &
POTS

Business
Internal
Records

Business Claimed
Listings Direct

Print YP
Data

Busi...
Data Flow

Phone Records
- Mobile &
POTS

Business
Internal
Records

Business Claimed
Listings Direct

Print YP
Data

Busi...
Data Flow

Phone Records
- Mobile &
POTS

Business
Internal
Records

Business Claimed
Listings Direct

Print YP
Data

Busi...
Data Flow

Phone Records
- Mobile &
POTS

Business
Internal
Records

Business Claimed
Listings Direct

Print YP
Data

Busi...
What the Business Owners See

14
15
Infogroup’s Standard Business Compilation & Verification Process
Address Standardization &
Hygiene

Compilation

3-4 weeks...
Critical data fields and options
 Publishers, aggregators and listing
services offer dozens of data field
options
 Vital...
10 Types of business listing issues
1. Missing on key sites or services, duplicates, out-of-service or relocated locations...
Repair Actions

Analyze
Syndicate
Optimize

• Audit presence and look for variations on vital data points
• Do a citation ...
Analytics- Measure and Monitor
 Coverage and Accuracy
o Presence Audit Report
o Graphical summaries and detailed
spreadsh...
Analytics- Measure and Monitor
 Coverage and Accuracy
o Citation Reports, Visibility

21
Analytics- Measure Success
 Engagement
o Profile Page Activity Reports
o Impressions, Clicks, Calls, Click to
Map, Query ...
Analytics- Measure Success
 Reputation Management
o Reviews
o Ratings
o Social Mentions

 Local Segmentation
o Website A...
Listing syndication actions
1. Claim – individually or bulk. Lock ownership. Prepare branches for verification calls/timin...
Previous independent comparison in LSA presentation
Professional Group Listings
Adding individual professionals in a practice, separately
to that practice - Via Infogroup
VET...
National Brands
 Co-op Opportunity
 Installation or Store-Within-A-Store
 Brand Insertion
Website optimization – local landing pages
1.

Local Landing pages for branches –
optimized for Mobile display, with
searc...
Why “presence management” offers great ROI
for resellers
1. Provides clear value that is easily understood and seen by cus...
Local business listing data flow 9-26-2013
Local business listing data flow 9-26-2013
Local business listing data flow 9-26-2013
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Local business listing data flow 9-26-2013

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What is local search? How does it impact customers finding you? What are some common mistakes found in business listings and claimed profiles? How does the flow of business listings impact your business? Learn this and more with Local Business Data Flow presented by industry expert Chris Travers with UBL.org

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Local business listing data flow 9-26-2013

  1. 1. Local Business Listing Data Flow & Fixing Incorrect Listings Chris Travers President & Co-Founder Universal Business Listing UBL.org | cptravers@ubl.org 9-26-2013
  2. 2. 3 Types of Local Search Results Organic Search Results 2
  3. 3. 3 Types of Local Search Results Sponsored Business Listings 3
  4. 4. 3 Types of Local Search Results Organic Business Listings 4
  5. 5. Consumers search desktop, mobile, GPS, 411 1 Search Engines & Search Apps/Services 2 Internet Yellow Pages and Directories 3 Mapping Services 4 Social Media
  6. 6. LOCAL SEARCH IN Local mobile searches (85.9 billion) are projected to exceed desktop searches 2013 (84 billion) for the fist time in 2015 (eMarketer) Local Search Desktop Source: Google Local on Mobile Sources: Google and Bing
  7. 7. Sources Business Internal Publishers Data Vendors • Website • Direct submissions/Management • Mobile, Social, Video Pages • Advertising - Search, Directories, Premium Listings • Print YP and Directories • Vertical Data Services – Medical, Architect, Churches • Other online directories, review sites • Infogroup, Acxiom, Localeze, Factual, D&B • Verizon, Infutor and other 411 phone svcs
  8. 8. Sources Public Records Agencies/ Services Consumers • Postal records – particularly address format • Government Filings – Federal, State, Tax • Utility Records – Gas, electric • Web compilations, RSS feeds • Interactive Agencies, CMRs, Website managers • SMB reseller channels • Specialized listing management services – UBL, Yext, Single Platform, Locu • Via sites like Foursquare or Google Mapmaker • Via reviews and ratings submissions
  9. 9. Data Flow Phone Records - Mobile & POTS Business Internal Records Business Claimed Listings Direct Print YP Data Business Website Public Records Consumers Data Aggregators Business Mobile, Social and Video Pages Vertical Databases Agencies – Listing Management Companies Other Publishers & Review Sites Business Ad Units & Premium Listings
  10. 10. Data Flow Phone Records - Mobile & POTS Business Internal Records Business Claimed Listings Direct Print YP Data Business Website Public Records Consumers Data Aggregators Business Mobile, Social and Video Pages Vertical Databases Agencies – Listing Management Companies Other Publishers & Review Sites Business Ad Units & Premium Listings
  11. 11. Data Flow Phone Records - Mobile & POTS Business Internal Records Business Claimed Listings Direct Print YP Data Business Website Public Records Consumers Data Aggregators Business Mobile, Social and Video Pages Vertical Databases Agencies – Listing Management Companies Other Publishers & Review Sites Business Ad Units & Premium Listings
  12. 12. Data Flow Phone Records - Mobile & POTS Business Internal Records Business Claimed Listings Direct Print YP Data Business Website Public Records Consumers Data Aggregators Business Mobile, Social and Video Pages Vertical Databases Agencies – Listing Management Companies Other Publishers & Review Sites Business Ad Units & Premium Listings
  13. 13. What the Business Owners See 14
  14. 14. 15
  15. 15. Infogroup’s Standard Business Compilation & Verification Process Address Standardization & Hygiene Compilation 3-4 weeks • Government Sources • Public Company Filings • Utility Information • Tourism Directories • Web Compilation & RSS Feeds • Partner Feedback • POI Compilation • Express Update • 4,000 Yellow Pages • Daily QA checks Infogroup | License Division www.infogroup.com • National Change of Address (NCOALink) • Delivery Point Validation (DPV) • Locatable Address Conversion (LACSLink) • Delivery Sequence File (DSF2) Phone Verification Enhanced Content Standardization of Elements & Duplicate Removal 4-6 weeks Final Quality Check 3-4 weeks for grand total of about 15 weeks • 25 Million Calls Per Year Key Elements Standardizes: • Specialized Calling Groups for Large Business, New Business and Specialty Files • QA monitors phone calls daily Enhanced Content Applied: •Business Name •Photos •SIC Code / Category •Hours of Operation •Franchise/Brand •Credit Cards Accepted •Toll Free Duplicate Removal: • ACE Software •Compare new file to old file to identify duplicates • 92% of addresses receive a zip+4 16 •URLs • Database checked one last time by QA Staff before release • Experienced QA & Compilation Staff Drives Quality Data • Average tenure is 8 years • Compilation staff bonuses based on 99% accuracy
  16. 16. Critical data fields and options  Publishers, aggregators and listing services offer dozens of data field options  Vital ones are name, address, phone, website and categories  Increasingly photos & video – all as binary links  Often neglected include Hours of Operation, quality descriptions with geo-keywords, payment methods  All represent discoverability opportunities.
  17. 17. 10 Types of business listing issues 1. Missing on key sites or services, duplicates, out-of-service or relocated locations 2. Corporate versus Branch or Franchisee listing conflicts, professional group practices 3. Branding inconsistencies – corporate versus street name, name changes large or small, name length 4. Unclaimed locations, hijacked listings or lost passwords for claimed sites 5. Mismatched phone number, use of call tracking numbers 6. Address variations – Route numbers v Street name, in-store location or suite, zip-code social climbing, P.O. Box numbers or poor service area selections 7. Deficient or inaccurate categorization 8. Website URL – tracking link, sub-domain 9. Photo-formats & bad image links – banner images for Google+ and Facebook 10. Poor or incomplete descriptions and “enhanced data”, including hours of operation
  18. 18. Repair Actions Analyze Syndicate Optimize • Audit presence and look for variations on vital data points • Do a citation baseline • Monitor reviews and ratings • Monitor rankings and page actions • Claim key national sites – Quality more important than Quantity • Use Data aggregators – validate the data • Use business listing management services • Add to industry vertical sites • Ensure comprehensive content and consistent data • Add store locator and local landing pages to website • Add geo-data for SEO • Ensure mobile display and access • Actively update and socialize
  19. 19. Analytics- Measure and Monitor  Coverage and Accuracy o Presence Audit Report o Graphical summaries and detailed spreadsheets for analysis 20
  20. 20. Analytics- Measure and Monitor  Coverage and Accuracy o Citation Reports, Visibility 21
  21. 21. Analytics- Measure Success  Engagement o Profile Page Activity Reports o Impressions, Clicks, Calls, Click to Map, Query Terms  Prominence o Maps Ranking Analysis o Google, Bing, Yahoo
  22. 22. Analytics- Measure Success  Reputation Management o Reviews o Ratings o Social Mentions  Local Segmentation o Website Analytics – Local Directory Sources o Local Users - Geography
  23. 23. Listing syndication actions 1. Claim – individually or bulk. Lock ownership. Prepare branches for verification calls/timing. 2. Aggregators – submit AND validate data held. 3. Verticals – key directory sources by industry, and submit to verticals e.g. USAChurch.com for churches 4. Listing management Services – do it all or most of it for you. Ensure you keep control of listings, and choose a partner that fits volume, requirements and type – e.g. large enterprise or franchise focus versus high or low volume individual SMBs, hand-crafted submissions versus broad volume-based bulk feeds.
  24. 24. Previous independent comparison in LSA presentation
  25. 25. Professional Group Listings Adding individual professionals in a practice, separately to that practice - Via Infogroup VETERINARIANS BANKERS SAVINGS & LOAN ASSOCIATIONS INSURANCE AGENTS REAL ESTATE FUNERAL DIRECTORS PHYSICIANS & SURGEONS OPHTHALMOLOGISTS COSMETIC PLASTIC/RECONSTRUCTIVE SURGERY ORTHOPEDIC SURGEONS DENTISTS COSMETIC DENTISTRY CHIROPRACTORS DC OPTOMETRISTS PODIATRISTS PODIATRIC SPORTS MEDICINE PHYSICAL THERAPISTS PSYCHOLOGISTS ATTORNEYS REAL ESTATE-LAW MARRIAGE & FAMILY COUNSELORS SOCIAL WORKERS ENGINEERS
  26. 26. National Brands  Co-op Opportunity  Installation or Store-Within-A-Store  Brand Insertion
  27. 27. Website optimization – local landing pages 1. Local Landing pages for branches – optimized for Mobile display, with searchable directory 2. Use micro formats to define address, local keywords, categories, events 3. Local Address and Phone on each local page – not as image. 4. Title Tags – incl. local terms 5. Meta Description tags – incl. local 6. Geo sitemap/KML – Google submit 7. Encourage reviews – provide links to listings where users can post 8. Social, email-to and other links http://www.seocopywriting.com/content-marketing/create-unique-seo-content-location-pages/ Mary Bowling
  28. 28. Why “presence management” offers great ROI for resellers 1. Provides clear value that is easily understood and seen by customers, particularly via a visit to Google and Facebook 2. Customers rightly perceive this as a confusing, time-confusing headache 3. The cost is typically less than 1% of their marketing budget – or less than the cost of one ad unit, regardless of business size 4. The listings generate a significant percentage of user actions 5. The listings increasingly dominate display results – particularly on mobile 6. ROI can be calculated by using baseline study of citations and Website analytics, as well as increasingly site-action reports. Compare visits from listings versus cost of visits from advertising methods 7. Customers can manage a listing profile easier than building and managing a website 8. Customers know they need to monitor reviews against these listings, clear positive or negative impact on their business 9. Easily bundled into other services and monthly, one-time or annual pricing – e.g. advertising, website construction, hosting

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