The Local Listing Management Hat-trick: Optimized Data, Listing Syndication and Roll-Up Reporting

Contributed by: Guest

As part of winning in the Business Listings category of the Ad to Action Awards, Rio SEO‘s Bill Connard, VP of local search solutions, will provide monthly insight into the world of search engine optimization (SEO).

Last month, I praised major data aggregators for their contributions to the accelerated evolution of local search. Capitalizing on their overall benefits requires a three-prong approach.

One of those prongs, roll-up reporting, is often the missing link for top brands trying to better understand how their optimized, syndicated local data is performing in organic search across the key search engines, niche directories, mobile apps, in-car GPS devices, and review sites.  Reporting is the last of three key components that make up the local listing management hat-trick:

    1. Cleansing and optimization of brand data.
    2. Syndication and distribution of that optimized data to the entire local search ecosystem.
    3. Roll-up reporting of data correctness and changes to listings.

Despite the tedious analysis of massive amounts of granular data, most marketers are still without proper insight into what is or is not working with local SEO.  Automated reporting and adherence to best practices addresses these issues, especially when managing hundreds or even thousands of locations.

Cleansing Inaccurate Business Listings Address Poor User Experiences and Dissatisfaction

Ensuring local business information accuracy is a must, as incorrect information can prevent consumers doing a search, from finding your business or worse, going to a competitor.

Regularly reporting your presence across major search engines and the local search ecosystem ensures accuracy and delivering on user expectations. Features like citation tracking and monitoring provide brand insight into what is being displayed and where. Any inaccuracies can then be tackled individually or in bulk.

Syndication/Distribution of Optimized Data = Control and Valuable Backlinks

Once companies have cleansed their local data of incorrect business listing information, they’re ready to syndicate their location information to:

  • Google+ Local;
  • Yahoo Local;
  • Bing Maps; and
  • Top data aggregators (Infogroup, Acxiom, Localeze and Factual).

Syndicating or submitting clean, consistent local business information to the top aggregators is key to driving measurable ROI around targeted products and services in hyper-local markets. Data aggregators give brands ultimate control over their listings and add search engine validation, while building more backlinks and completeness of profiles and ultimately increasing search rankings. Marketers who automate this process are best positioned to drive brand campaigns and strategies through their local listings.

To get a quick start, read this local SEO guide to listing syndication.

Roll-Up Reporting Means Powerful Search Ranking Intelligence

In any online campaign, marketers need effective tools to track, measure and report on all activity and results. Top brands are quickly adopting local reporting solutions to gain a 30,000-foot view and track local successes across the major search engines, data aggregators, and niche directories by location.

The following items should be tracked to measure local SEO success and ROI:

  • Ranking on search engines
  • Local search rankings
  • Citation consistency across the ecosystem
  • Traffic from all engines, directories, and niche sites
  • Link activity analytics, driving directories, coupons, click-to-call, etc.
  • Number of reviews per location on Google+, Yelp, Yahoo, etc.
  • Average review ratings on Google+, Yelp, Yahoo, etc.

Both organic and local search rankings should be tracked to give marketers a complete view of their search performance down to specific locations and the ability to monitor search rankings for targeted keywords as well as competitors – over time. Knowledge is power; having this level of intelligence and hyper-local insight at your disposal makes each and every business and marketing decision that much more informed. For more insight on local search reporting, join our live webinar Tuesday, July 15, or after that date go to www.rioseo.com to view a recording.

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