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.

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

8. 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