Enterprise Citation Management

@DarrenShaw_+DarrenShaw

Darren ShawLocal U Advanced – NOLA 2016Enterprise Citation Management

How do you audit and clean

up one location?


Collect business data- NAPW- Hours- etc

01@DarrenShaw_

+DarrenShaw

02@DarrenShaw_

+DarrenShaw

Find all the NAP variationsbit.ly/nap-variations

http://bit.ly/nap-variations

03@DarrenShaw_

+DarrenShaw

Create the audit report- Go through the top 50

sites, one at a time- Record any incorrect,

duplicate, and correct listings

04@DarrenShaw_

+DarrenShaw

Work through audit report- Remove duplicates- Claim/update incorrect

listings- Add missing listings

Complete phone verifications05



About 30 hours of

work

How about 2500 locations?



2500 x 30 hours = 75,000 hours

Average working hours per person per year: 2,087


36 full time workers

An entire year of work

$1.5 Million @ $20/hour


Approaches and Tools



How can we scale?• Reduce the number of sites• Spread the work out over a longer

timeframe• Use automated tools like Moz Local

and Yext• A combination of the above


Pros & ConsManual vs vs

Pros


Manual• Most comprehensive and accurate cleanup

solution(because humans)

• Site list not limited by distribution network• Find & fix ALL problematic listings• Updates, additions, and removals are

permanent• Dedicated project manager• One-time fee

Cons


Manual• More expensive up front (but no ongoing fees)

• Doesn’t scale well• Projects can take a long time• Future updates require more manual work• Phone verifications can be a challenge• The reporting is basic

Pricing


Manual

1 to 10 locations: $20/site/location10 to 50 locations: $18/site/location50+ locations: $15/site/location* One-time fees

Pricing


Manual

20 sites, up to 10 locations: $400/location20 sites, up to 50 locations: $360/location20 sites, 50+ locations: $300/location* One-time fees

Pros


Moz Local

• Scales well to thousands of locations• Includes the essential data aggregators • Submits enhanced data to the

aggregators• Nice reporting and visuals • Project manager with 100+ locations

Pros


Moz LocalAdd alternates for

duplicate discovery

Cons


Moz Local• Annual fee per location• Limited distribution network of only 10

“sites”• Takes months for aggregators to distribute• Additional data may get removed if you

cancel(https://moz.com/local/faq)

https://moz.com/local/faq

Cons


Moz LocalOccasionally buggy with incorrect

reporting

Pricing


Moz Local

1 to 100 locations: $84/location100+ locations: discounted rate * Annually recurring

Pros


Yext• Scales well to thousands of locations• Covers *some* of the key important

sites• Enhanced data (for extra $$)• Review monitoring (for extra $$)• Nice reporting and visuals

Pros


Near-instant distribution of dataYext

#15 update all the urls on thousands of listings

by using Yext

Pros


Featured messageYext

Pros


Duplicate suppression (for extra $$)Yext

Cons


Yext

• Expensive annual fee per location• Missing the essential data aggregators• Many low quality sites and mobile apps in

network• Won’t distribute to Yelp if you have 10+

locations

Cons


Yext Misses many duplicates and inconsistent

citations

Yext found and corrected this listing.

But left this listing with the incorrect #

on the site.

http://www.superpages.com/bp/new-york-ny/proner-proner-L2304079371.htm

http://www.superpages.com/bp/new-york-ny/proner-proner-L0141184846.htm

Cons


YextOccasionally buggy with incorrect reporting

https://mapsconnect.apple.com/business/ui/claimPlaceFull?claimId=7901248676398855407

Cons


YextMost listings revert or disappear if you cancel

Pricing


Yext

1 to 100 locations: $499/location100+ locations: discounted rate * Annually recurring

Which Sites Matter

for Local Search?


Tier 1 – Core Search Engines


LegendW = WhitesparkM = Moz LocalY = Yext

(W, Y)

(W, M, Y)

(W, Y)

1. Google2. Bing3. Apple Maps

Tier 2 – Key Aggregators & Distributors


4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)8. D&B Credibility Review (W, Y)9. Yellowpages.com (W, Y) [69]

Best Citations Count


Ctrl-f to get the count

bit.ly/best-citations

http://bit.ly/best-citations

http://bit.ly/best-citations

Tier 3 – Important & Valuable


10. Yelp (W, Y<10) [70]11. Facebook (W, Y) [64]12. Manta (W) [57] 13. Angieslist (W) [45] 14. Superpages (W, M, Y) [43]15. Mapquest (W, Y) [43]

16. BBB (W) [39]17. Yahoo! Local (W, Y) [32]18. Yellowbook (W) [25] 19. Foursquare (W, M, Y) [15] 20. Whitepages (Y) [11]21. DexKnows (W, Y) [10]

Tier 4 – Very Good to Have


22. Industry Specific Site 1 (W)23. Industry Specific Site 2 (W)24. Industry Specific Site 3 (W) 25. City Specific Site 1 (W)26. City Specific Site 2 (W)

Tier 5 – Nice to Have


Tier 6 – All The Other Citation Sites


Audit & Cleanup probably not worth the effort, but there is value in building, if you have the time or budget.

The Enterprise Citation

Management Process


Determine sites, approach, and tools, based on # of locations and budget

01@DarrenShaw_

+DarrenShaw

02@DarrenShaw_

+DarrenShaw

Gather location data- bit.ly/whitespark-intake- Get domain-based email

http://bit.ly/whitespark-intake




Check data for consistency- Compare with website- Compare with Google03


04@DarrenShaw_

+DarrenShaw

Send client the list of any consistency issues identified


WAIT FOR CLIENT TO GET BACK TO YOU

05@DarrenShaw_

+DarrenShaw

Submit to Moz Local & Yext AND/ORContinue with manual process

06@DarrenShaw_

+DarrenShaw

Research NAP Variations- bit.ly/nap-variations



07@DarrenShaw_

+DarrenShaw

Research listings and prepare audit report- Search NAP variations on each site’s internal search- Google site: searches for name and phone


Internal search Google site: search

08@DarrenShaw_

+DarrenShaw

Clean up or build citations on each site with the domain based email.

09@DarrenShaw_

+DarrenShaw

Coordinate a time with the business to complete the phone verifications

Recommended Approaches



RecommendationManual work on tiers 1 through 4

1 to 10 Locations

1 to 10 Locations – Manual on Tiers 1 to 4


One time payment costs less than just the first year of Moz Local and Yext

combinedManual

Tiers 1 through 425 sites x $20

= $500/location$84 + $499

= $583/location



Better site coverage than Moz Local and Yext

combined



MOZ LOCAL14. Superpages (W, M, Y) [43] 19. Foursquare (W, M, Y) [15]

2. Bing (W, M, Y) 4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)



YEXT14. Superpages (W, M, Y) [43]15. Mapquest (W, Y) [43] 17. Yahoo! Local (W, Y) [32] 19. Foursquare (W, M, Y) [15] 20. Whitepages (Y) [11]21. DexKnows (W, Y) [10]

1. Google (W, Y)2. Bing (W, M, Y)3. Apple Maps (W, Y) 7. Factual (W, M, Y)8. D&B Credibility Review (W, Y)9. Yellowpages.com (W, Y) [69]10. Yelp (W, Y) [70]11. Facebook (W, Y) [64]



Moz Local & Yext14. Superpages (W, M, Y) [43]15. Mapquest (W, Y) [43] 17. Yahoo! Local (W, Y) [32] 19. Foursquare (W, M, Y) [15] 20. Whitepages (Y) [11]21. DexKnows (W, Y) [10]

1. Google (W, Y)2. Bing (W, M, Y)3. Apple Maps (W, Y)4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)8. D&B Credibility Review (W, Y)9. Yellowpages.com (W, Y) [69]10. Yelp (W, Y) [70]11. Facebook (W, Y) [64]



MANUAL – TIERS 1 TO 414. Superpages (W, M, Y) [43]15. Mapquest (W, Y) [43]16. BBB (W) [39]17. Yahoo! Local (W, Y) [32]18. Yellowbook (W) [25] 19. Foursquare (W, M, Y) [15] 20. Whitepages (Y) [11]21. DexKnows (W, Y) [10]22. Industry Specific Site 1 (W)23. Industry Specific Site 2 (W)24. Industry Specific Site 3 (W) 25. City Specific Site 1 (W)26. City Specific Site 2 (W)

1. Google (W, Y)2. Bing (W, M, Y)3. Apple Maps (W, Y)4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)8. D&B Credibility Review (W, Y)9. Yellowpages.com (W, Y) [69]10. Yelp (W, Y) [70]11. Facebook (W, Y) [64]12. Manta (W) [57] 13. Angieslist (W) [45]



Most accurate and complete cleanup, because humans



Manual timeline:2 months or less


RecommendationStill, manual approach on tiers 1 through 4

For the same reasons

10 to 50 Locations



One time payment costs less than just the first year of Moz Local and Yext

combinedManual

Tiers 1 through 425 sites x $18

= $450/location$84 + $499

= $583/location



Better site coverage than Moz Local and Yext

combined



Most accurate and complete cleanup, because humans



Manual timeline:about 2 to 4 months


RecommendationManual, tiers 1 through 3

ORIf budget is tight: Moz Local

50 to 200 Locations

50 to 200 Locations – Manual or Moz Local


ManualTiers 1 through 3

20 sites x $15= $300/location

$84/locationDiscounts after 100 locations



MANUAL – TIERS 1 TO 314. Superpages (W, M, Y) [43]15. Mapquest (W, Y) [43]16. BBB (W) [39]17. Yahoo! Local (W, Y) [32]18. Yellowbook (W) [25] 19. Foursquare (W, M, Y) [15] 20. Whitepages (Y) [11]21. DexKnows (W, Y) [10]

1. Google (W, Y)2. Bing (W, M, Y)3. Apple Maps (W, Y)4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)8. D&B Credibility Review (W, Y)9. Yellowpages.com (W, Y) [69]10. Yelp (W, Y) [70]11. Facebook (W, Y) [64]12. Manta (W) [57] 13. Angieslist (W) [45]



MOZ LOCAL14. Superpages (W, M, Y) [43] 19. Foursquare (W, M, Y) [15]

2. Bing (W, M, Y) 4. InfoGroup (W, M)5. Acxiom (W, M)6. Localeze (W, M) 7. Factual (W, M, Y)



Manual timeline:about 4 to 8 months


RecommendationIt depends

200 to 1000 Locations


Data doesn’t change often?No rush on the work?

No phone tree?


Manual on tiers 1 through 3


Data changes semi-regularly?Can’t wait a year for project completion?

No time or patience for phone verifications?


Moz Local AND Yext

200 to 1000 Locations – Manual or Both


ManualTiers 1 through 3

20 sites x $15= $300/location

$?? + $??= $??/location

Guesstimate?$70/loc/yr for Moz

$150/loc/yr for Yext


RecommendationMoz Local AND Yext

1000+ Locations

1000+ Locations – Moz Local and Yext


$?? + $??= $??/location

Guesstimate?$60/loc/yr for Moz$99/loc/yr for Yext

Summary



• You have less than 1000 locations• You don’t need to have the work completed

quickly• Your information doesn’t change often• You want to be able to select the specific sites• You want the most comprehensive cleanup

possible• You prefer to pay once rather than ongoing• You don’t need ongoing reporting or monitoring

Manual when:


• You have more than 1000 locations• You want the work completed quickly• Your information changes somewhat regularly• You’re ok with the clean up not being perfect• You’re ok with annually recurring fees• You want better reporting & monitoring features

Automated when:

Thank you!Questions?



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Enterprise Citation Management