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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

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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Page 1: Local business listing data flow 9-26-2013

Local Business

Listing Data Flow

& Fixing Incorrect

Listings Chris Travers

President & Co-Founder

Universal Business Listing

UBL.org | [email protected]

9-26-2013

Page 2: Local business listing data flow 9-26-2013

3 Types of Local Search Results

2

Organic Search Results

Page 3: Local business listing data flow 9-26-2013

3 Types of Local Search Results

3

Sponsored Business Listings

Page 4: Local business listing data flow 9-26-2013

3 Types of Local Search Results

4

Organic Business Listings

Page 5: Local business listing data flow 9-26-2013

Search Engines & Search Apps/Services 1

2

3

4

Internet Yellow Pages and Directories

Mapping Services

Social Media

Consumers search desktop, mobile, GPS, 411

Page 6: Local business listing data flow 9-26-2013
Page 7: Local business listing data flow 9-26-2013

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)

Page 8: Local business listing data flow 9-26-2013

• 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

Page 9: Local business listing data flow 9-26-2013

• 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

Page 10: Local business listing data flow 9-26-2013

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

Page 11: Local business listing data flow 9-26-2013

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

Page 12: Local business listing data flow 9-26-2013

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

Page 13: Local business listing data flow 9-26-2013

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

Page 14: Local business listing data flow 9-26-2013

What the Business Owners See

14

Page 15: Local business listing data flow 9-26-2013

15

Page 16: Local business listing data flow 9-26-2013

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

Page 17: Local business listing data flow 9-26-2013

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.

Page 18: Local business listing data flow 9-26-2013

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

Page 19: Local business listing data flow 9-26-2013

• 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

Page 20: Local business listing data flow 9-26-2013

Analytics- Measure and Monitor

Coverage and Accuracy o Presence Audit Report

o Graphical summaries and detailed spreadsheets for analysis

20

Page 21: Local business listing data flow 9-26-2013

Analytics- Measure and Monitor Coverage and Accuracy

o Citation Reports, Visibility

21

Page 22: Local business listing data flow 9-26-2013

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

Page 23: Local business listing data flow 9-26-2013

Analytics- Measure Success

Reputation Management o Reviews

o Ratings

o Social Mentions

Local Segmentation o Website Analytics – Local

Directory Sources

o Local Users - Geography

Page 24: Local business listing data flow 9-26-2013

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.

Page 25: Local business listing data flow 9-26-2013

Previous independent comparison in LSA presentation

Page 26: Local business listing data flow 9-26-2013

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

Page 27: Local business listing data flow 9-26-2013

National Brands Co-op Opportunity

Installation or Store-Within-A-Store

Brand Insertion

Page 28: Local business listing data flow 9-26-2013

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/

Page 29: Local business listing data flow 9-26-2013

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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