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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
& Fixing Incorrect
Listings Chris Travers
President & Co-Founder
Universal Business Listing
UBL.org | [email protected]
9-26-2013
3 Types of Local Search Results
2
Organic Search Results
3 Types of Local Search Results
3
Sponsored Business Listings
3 Types of Local Search Results
4
Organic Business Listings
Search Engines & Search Apps/Services 1
2
3
4
Internet Yellow Pages and Directories
Mapping Services
Social Media
Consumers search desktop, mobile, GPS, 411
Local Search Desktop Local on Mobile
Source: Google Sources: Google and Bing
LOCAL SEARCH IN
2013 Local mobile searches (85.9 billion) are projected to exceed desktop searches
(84 billion) for the fist time in 2015 (eMarketer)
• Website
• Direct submissions/Management
• Mobile, Social, Video Pages
• Advertising - Search, Directories, Premium Listings
Business Internal
• Print YP and Directories
• Vertical Data Services – Medical, Architect, Churches
• Other online directories, review sites Publishers
• Infogroup, Acxiom, Localeze, Factual, D&B
• Verizon, Infutor and other 411 phone svcs
Data Vendors
Sources
• Postal records – particularly address format
• Government Filings – Federal, State, Tax
• Utility Records – Gas, electric
• Web compilations, RSS feeds
Public Records
• Interactive Agencies, CMRs, Website managers
• SMB reseller channels
• Specialized listing management services – UBL, Yext, Single Platform, Locu
Agencies/ Services
• Via sites like Foursquare or Google Mapmaker
• Via reviews and ratings submissions Consumers
Sources
Business Claimed
Listings Direct
Data Aggregators
Agencies – Listing
Management
Companies
Other Publishers
& Review Sites
Vertical
Databases
Public
Records
Print YP
Data
Phone Records
- Mobile &
POTS
Business
Internal
Records
Business
Ad Units &
Premium
Listings
Business
Mobile, Social
and Video Pages
Consumers
Business
Website
Data Flow
Business Claimed
Listings Direct
Data Aggregators
Agencies – Listing
Management
Companies
Other Publishers
& Review Sites
Vertical
Databases
Public
Records
Print YP
Data
Phone Records
- Mobile &
POTS
Business
Internal
Records
Business
Ad Units &
Premium
Listings
Business
Mobile, Social
and Video Pages
Business
Website
Consumers
Data Flow
Business Claimed
Listings Direct
Data Aggregators
Agencies – Listing
Management
Companies
Other Publishers
& Review Sites
Vertical
Databases
Public
Records
Print YP
Data
Phone Records
- Mobile &
POTS
Business
Internal
Records
Business
Ad Units &
Premium
Listings
Business
Mobile, Social
and Video Pages
Business
Website
Consumers
Data Flow
Business Claimed
Listings Direct
Data Aggregators
Agencies – Listing
Management
Companies
Other Publishers
& Review Sites
Vertical
Databases
Public
Records
Print YP
Data
Phone Records
- Mobile &
POTS
Business
Internal
Records
Business
Ad Units &
Premium
Listings
Business
Mobile, Social
and Video Pages
Business
Website
Consumers
Data Flow
What the Business Owners See
14
15
Standardization of
Elements & Duplicate
Removal
Final Quality Check Address Standardization & Hygiene Compilation
Phone Verification
Infogroup’s Standard Business Compilation & Verification Process
•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
•25 Million Calls Per Year
•Specialized Calling Groups for
Large Business, New Business
and Specialty Files
•QA monitors phone calls daily
•National Change of Address
(NCOALink)
•Delivery Point Validation (DPV)
•Locatable Address Conversion
(LACSLink)
•Delivery Sequence File (DSF2)
•ACE Software
•92% of addresses receive a zip+4
Key Elements Standardizes:
•Business Name
•SIC Code / Category
•Franchise/Brand
Duplicate Removal:
•Compare new file to old file to
identify duplicates
Enhanced Content Applied:
•Photos
•Hours of Operation
•Credit Cards Accepted
•Toll Free
•URLs
Enhanced Content
•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
3-4 weeks 4-6 weeks 3-4 weeks for grand total of about 15 weeks
Infogroup | License Division
www.infogroup.com 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.
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
• Audit presence and look for variations on vital data points
• Do a citation baseline
• Monitor reviews and ratings
• Monitor rankings and page actions
Analyze
• 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
Syndicate
• 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
Optimize
Repair Actions
Analytics- Measure and Monitor
Coverage and Accuracy o Presence Audit Report
o Graphical summaries and detailed spreadsheets for analysis
20
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 Terms
Prominence o Maps Ranking Analysis
o Google, Bing, Yahoo
Analytics- Measure Success
Reputation Management o Reviews
o Ratings
o Social Mentions
Local Segmentation o Website Analytics – Local
Directory Sources
o Local Users - Geography
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.
Previous independent comparison in LSA presentation
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
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 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
Mary Bowling
http://www.seocopywriting.com/content-marketing/create-unique-seo-content-location-pages/
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