One of the most common questions our channel partners receive from local businesses in regards to local listings management is around why they need to renew if they have already updated all of their data. The answer is not intuitive, but it is straightforward. Major data providers like Infogroup, Neustar/Localeze, Acxiom and Factual contract with their customers to provide updated local business data. That is, they update their records regularly to:
- List new businesses that open
- Remove businesses that have closed their doors
- Update NAP data for businesses that have moved or changed contact information.
As anyone can imagine, this is a difficult challenge to get right. If the data providers do not have a direct source for updated information on a particular business, they will default to other sources like public records—which may or may not be up to date.
This is one of the nuances around the data world that can be hard to explain to customers in terms of the impacts. The rules followed are different for each data company, and each data company has a different list of customers. It’s because of this fragmented complexity that Vendasta has gone to great lengths to provide complete transparency, tracking and reporting for local listing management. The importance is highlighted below:
This is a screenshot showing the history of the data in Acxiom for a dental clinic in Colorado that had subscribed to local listing distribution, and then subsequently was looking to cancel before we revealed the importance of continuously updating their information on the major data providers.
The screenshot highlights the street address history in Acxiom had made three changes over the past year. You can see the updated information had reverted back, but because we provide automatic updates to Acxiom, we were able to get their address changed to how we wanted it to look.
Through Acxiom, this listing information can make its way onto dozens of local search sites and platforms. Businesses need to get it right and keep it right. It’s our hope that tools like this will help our agency partners explain this challenging landscape more easily to their clients.
More than 73% of people lose trust in a brand when their listings are incorrect (Search Engine Land). Local businesses need your help and they need it soon. As much as listings management is a challenge for small businesses, it is an opportunity for digital agencies to help these businesses while increasing their own revenues.
Find out how to add Listing Distribution to grow your recurring digital revenue.