Implied Intelligence is a company that generates and enhances local databases. I spoke to founder Marc Brombert several weeks ago about the company’s services and capabilities. As an illustration he offered to perform a number of tests. I suggested a comparison of the accuracy of local search sites.
Implied Intelligence completed that study and sent me the results a couple of weeks ago. I wrote up the methodology and results of that test at Search Engine Land. Here’s a brief recap . . .
Using a data set of 1,000 local businesses (with websites) in the US, Implied Intelligence compared a number of leading local search sites along several criteria:
- Coverage (was the listing present)
- Number of duplicates
- Accuracy of information
- Richness of information (presence of additional information beyond business name, address and phone)
The results were a surprise: Superpages and YP.com beat Google Maps for overall accuracy and completeness. However, reviews were not part of the content comparison. Here’s the final, overall ranking:
As a separate exercise, Implied Intelligence looked at more than 8 million local/SMB websites in March of this year and found that most had relatively little content. Indeed, 40% didn’t feature a phone number and half didn’t have an email address:
–One page websites: 22.4%
–Websites with email addresses: 49.6%
–Websites with e-mails from same domain: 30.5%
–Websites with e-mails on first page: 23.8%
–Websites with phone numbers: 60.4%
–Websites with local phone numbers: 49.3%
–Websites with phone number on first page: 32.4%
–Websites with local phone number on first page: 24.8%
More than 15 years after the mainstreaming of the Internet most SMB websites are still weak and thin. These businesses are under-utilizing their sites and undermining themselves by failing to give customers multiple obvious ways to contact them.