Business 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:
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:
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.