mistaken identity: how to solve incorrect data in local listings

January 10th 2017

Mistaken Identity:How to Solve Incorrect Data

in Local Listings

marketing@surefiresocial.com

2014Our 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 HoffmanMarketing 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 LindholmBrand Manager, LP Siding

“ “AWARDSMilestones

marketing@surefiresocial.com

Today’s Speaker

Bryan RutcofskyVP of Sales

marketing@surefiresocial.com

with Jeff WhiteVP of Client Services

Digital Footprint

●Your business has a digital footprint

●Google has an opinion of said footprint

marketing@surefiresocial.com

What is a digital footprint?

●Website●Social sites & activity●Reviews●Accurate online

directory listings

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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

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

marketing@surefiresocial.com

Surefire Social WebinarBryan Rutcofsky, January 10, 2017

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.

No purchaseBad brand experienceMissed buying windowNot ranking in location

search

Sub-optimal location data on any location service

diverts customers off the path to purchase.

Missing from maps resultsDecreasing return on ad spend

Conversion at competitorNegative review

Wrong store hours

250+ LOCATION SERVICES

Listings Matter

On average, business listings receive

174% more impressions than local pages

(including store pages, directory, and locator traffic)

Classic Search DistributionTraditional view of Search

Local Search DistributionLocal Search is far more distributed

Data EcosystemData flows as input and output between most location services

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.

Goodfella’s Pizzeria

144 Orchard St(212)432-3200

Good Fella Brick Oven

114 Orchard St

144 Archer St.(212)343-4300

Good FeelingsPizzeria

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.

Stock Filings

Public Applications

The Data Ecosystem is Ever Evolving

Data Aggregators

“Business Moved” Notices

New Owner Declarations

Social MediaPosts

Archived Data

State Tax Forms

Consumer Suggestions

Business’ Website(s)

Review Sites

Other Sites & Web Directories

News

Phone Directories

Call Center Records

Manual Business ClaimGoogle Places User

Customer Facebook PostMobile Yelp User

Yahoo! Mobile UserYelp App User Signal

Claimed Yahoo ListingRegional Directory

Foursquare Check-inClaimed Yelp Listing

Angie’s List Review

High Volume Tweet Feed

Store LocatorGoogle Update

News Article Bing Local Listing

Government FilingTax State Forms

Bank Loan DataUnstructured Forum

Phone RecordsAPI Submission

Acxiom DatabaseOut of Biz Call Center

Lexis Nexis DirectoryInfogroup Database

Patent RegistrationUnique Biz ID Forms

Offshore Location Team

GigWalk Submit

Thomson ReutersNasdaq Filings

Aggregation & the Tournament of Data

no controlduplication problems

?

• 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 built Yext to put businesses in control.

The PowerListings® NetworkGet clients found everywhere consumers search.

Get a Complimentary Digital Marketing Consult

Call (888) 804-8685Email marketing@surefiresocial.com

...and a Google Chromecast!

marketing@surefiresocial.com

Category Mapping

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

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

Duplicate Suppression

• Solve duplicate listings at the source

• Suppress duplicates correctly and definitively

• Ensure customers only see authoritative location data

• Name• Address 1 & 2• Sublocality• Display Address• Address Visible• 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• YouTube Video URLs• Menu*• Products*• Events*• Bios*

• Additional Hours Text• 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

Get a Complimentary Digital Marketing Consult

Call (888) 804-8685Email marketing@surefiresocial.com

...and a Google Chromecast!

Don’t forget!

marketing@surefiresocial.com