YP Adds Listings and Reputation Management to Product Suite

YP logoBusiness listings syndication is now a “foundational” product in the local market. Increasingly, the channels that sell marketing services to SMBs offer one, although they’re not all exactly the same. There are also enterprise-focused listings management and syndication providers (e.g., Yext).

This morning YP announced a new product that it calls “Listing Pro.” This rounds out the suite of marketing products for local business owners from YP:

YP SMB marketing solutions

According to the collateral on the site, “Listing Pro offers local businesses a central dashboard to control their online visibility, by allowing them to claim and update their listings across dozens of sites, monitor and respond to reviews and maintain a pulse on their social activity.”

Missing or inaccurate local data is a fairly common problem. Yext previously found that as many as 43% of local listings contain some sort of error (address, name, phone number). There’s a huge opportunity cost — arguably billions of dollars in the aggregate — when business information online is wrong. 

Below is a chart from the recent Local Search Study from comScore, 15 Miles and Neustar (Localeze) showing the kinds of “bad data” that local searchers or map users encounter: 

bad local data

Source: comScore,15miles/NeustarLocaleze Local Search Usage Study (2014)

Previously Placeable survey data showed that the majority of respondents lost trust or confidence in a brand or business when online listings are found to be incorrect (73%) or when consumers get lost because of bad directions from incorrect location information (67%).

The “local data ecosystem” is fairly convoluted; so in one sense it’s no surprise that local data continue to be riddled with errors. However given the sophistication of web platforms and “big data” one would think that the incidence of errors would be less.

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3 Responses to “YP Adds Listings and Reputation Management to Product Suite”

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    […] YP Adds Listings and Reputation Management to Product Suite, Screenwerk […]

  4. Street Fight Daily: Square Kills Wallet App, Apple Rethinks NFC | Street Fight says at

    […] Adds Listings and Reputation Management to Product Suite (Screenwerk) Greg Sterling: Business listings syndication is now a “foundational” product in the local […]

  5. Doyal Bryant says at

    Greg, When Chris and I contacted you in 2008 asking about the potential of this as a business it was early and new.  You encouraged us to proceed and we did.  Look at this recognized mulit billion $$ business today and how it is moving on a Global stage.    More new companies are coming in to  offer this service as a core part of their digital offering. As David Lebow said “there will be winners, losers, and those that evolve. 

  6. Where 2 Get It Presents Brandify 360—Part Two: Brand Score & Local Listings | Local Marketing Circle | W2GI Knowledge Center says at

    […] Sterling estimates that the opportunity cost of incorrect online business information is potentially in the […]

  7. Myles Anderson says at

    It’s a pretty logical move for business like YP who’s traditional business model no longer delivers the value it used to for SMBs. Rather than existing as a silo marketing channel they need to develop tools & solutions which offer greater reach & help SMBs manage their digital marketing more effectively. I imagine that others will or are already following suit so the battleground will shift from local ads to ‘local ads + marketing services + tools’.

    Not quite sure what the distinction between ‘Acquire Customers’ & ‘Attract More Customers’ is? The 2 seem remarkably similar and consist of different types of Ads. 

  8. Greg Sterling says at

    Can’t answer re their collateral. 

  9. The Year in Local Search: A Timeline of the Top Stories of 2014 | Street Fight says at

    […] announces ListingPro, a product that allows SMBs to manage local listings and […]

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