Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Enterprise Citation Management

1 058 vues

Publié le

How do you scale citation audit and cleanup across hundreds or thousands of locations? Check out this presentation where I go through the pros and cons of the manual approach, Moz Local, and Yext.

Publié dans : Marketing
  • Soyez le premier à commenter

Enterprise Citation Management

  1. 1. @DarrenShaw_ +DarrenShaw Darren Shaw Local U Advanced – NOLA 2016 Enterprise Citation Management
  2. 2. How do you audit and clean up one location? @DarrenShaw_ +DarrenShaw
  3. 3. Collect business data - NAPW - Hours - etc @DarrenShaw_ +DarrenShaw
  4. 4. @DarrenShaw_ +DarrenShaw Find all the NAP variations bit.ly/nap-variations
  5. 5. @DarrenShaw_ +DarrenShaw Create the audit report - Go through the top 50 sites, one at a time - Record any incorrect, duplicate, and correct listings
  6. 6. @DarrenShaw_ +DarrenShaw Work through audit report - Remove duplicates - Claim/update incorrect listings - Add missing listings
  7. 7. Complete phone verifications @DarrenShaw_ +DarrenShaw
  8. 8. @DarrenShaw_ +DarrenShaw About 30 hours of work
  9. 9. How about 2500 locations? @DarrenShaw_ +DarrenShaw
  10. 10. @DarrenShaw_ +DarrenShaw 2500 x 30 hours = 75,000 hours Average working hours per person per year: 2,087
  11. 11. @DarrenShaw_ +DarrenShaw
  12. 12. @DarrenShaw_ +DarrenShaw
  13. 13. Approaches and Tools @DarrenShaw_ +DarrenShaw
  14. 14. @DarrenShaw_ +DarrenShaw 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
  15. 15. @DarrenShaw_ +DarrenShaw Pros & Cons Manual vs vs
  16. 16. Pros @DarrenShaw_ +DarrenShaw 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
  17. 17. Cons @DarrenShaw_ +DarrenShaw 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
  18. 18. Pricing @DarrenShaw_ +DarrenShaw Manual 1 to 10 locations: $20/site/location 10 to 50 locations: $18/site/location 50+ locations: $15/site/location * One-time fees
  19. 19. Pricing @DarrenShaw_ +DarrenShaw Manual 20 sites, up to 10 locations: $400/location 20 sites, up to 50 locations: $360/location 20 sites, 50+ locations: $300/location * One-time fees
  20. 20. Pros @DarrenShaw_ +DarrenShaw 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
  21. 21. Pros @DarrenShaw_ +DarrenShaw Moz Local Add alternates for duplicate discovery
  22. 22. Cons @DarrenShaw_ +DarrenShaw 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)
  23. 23. Cons @DarrenShaw_ +DarrenShaw Moz Local Occasionally buggy with incorrect reporting
  24. 24. Pricing @DarrenShaw_ +DarrenShaw Moz Local 1 to 100 locations: $84/location 100+ locations: discounted rate * Annually recurring
  25. 25. Pros @DarrenShaw_ +DarrenShaw 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
  26. 26. Pros @DarrenShaw_ +DarrenShaw Near-instant distribution of data Yext #15 update all the urls on thousands of listings by using Yext
  27. 27. Pros @DarrenShaw_ +DarrenShaw Featured message Yext
  28. 28. Pros @DarrenShaw_ +DarrenShaw Duplicate suppression (for extra $$) Yext
  29. 29. Cons @DarrenShaw_ +DarrenShaw 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
  30. 30. Cons @DarrenShaw_ +DarrenShaw Yext Misses many duplicates and inconsistent citations Yext found and corrected this listing. But left this listing with the incorrect # on the site.
  31. 31. Cons @DarrenShaw_ +DarrenShaw Yext Occasionally buggy with incorrect reporting
  32. 32. Cons @DarrenShaw_ +DarrenShaw Yext Most listings revert or disappear if you cancel
  33. 33. Pricing @DarrenShaw_ +DarrenShaw Yext 1 to 100 locations: $499/location 100+ locations: discounted rate * Annually recurring
  34. 34. Which Sites Matter for Local Search? @DarrenShaw_ +DarrenShaw
  35. 35. Tier 1 – Core Search Engines @DarrenShaw_ +DarrenShaw Legend W = Whitespark M = Moz Local Y = Yext (W, Y) (W, M, Y) (W, Y) 1. Google 2. Bing 3. Apple Maps
  36. 36. Tier 2 – Key Aggregators & Distributors @DarrenShaw_ +DarrenShaw 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
  37. 37. @DarrenShaw_ +DarrenShaw Ctrl-f to get the count bit.ly/best-citations
  38. 38. Tier 3 – Important & Valuable @DarrenShaw_ +DarrenShaw 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]
  39. 39. Tier 4 – Very Good to Have @DarrenShaw_ +DarrenShaw 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)
  40. 40. Tier 5 – Nice to Have @DarrenShaw_ +DarrenShaw
  41. 41. Tier 6 – All The Other Citation Sites @DarrenShaw_ +DarrenShaw Audit & Cleanup probably not worth the effort, but there is value in building, if you have the time or budget.
  42. 42. The Enterprise Citation Management Process @DarrenShaw_ +DarrenShaw
  43. 43. Determine sites, approach, and tools, based on # of locations and budget @DarrenShaw_ +DarrenShaw
  44. 44. @DarrenShaw_ +DarrenShaw Gather location data - bit.ly/whitespark-intake - Get domain-based email
  45. 45. Check data for consistency - Compare with website - Compare with Google @DarrenShaw_ +DarrenShaw
  46. 46. @DarrenShaw_ +DarrenShaw Send client the list of any consistency issues identified
  47. 47. @DarrenShaw_ +DarrenShaw WAIT FOR CLIENT TO GET BACK TO YOU
  48. 48. @DarrenShaw_ +DarrenShaw Submit to Moz Local & Yext AND/OR Continue with manual process
  49. 49. @DarrenShaw_ +DarrenShaw Research NAP Variations - bit.ly/nap-variations
  50. 50. @DarrenShaw_ +DarrenShaw Research listings and prepare audit report - Search NAP variations on each site’s internal search - Google site: searches for name and phone
  51. 51. @DarrenShaw_ +DarrenShaw Internal search Google site: search
  52. 52. @DarrenShaw_ +DarrenShaw Clean up or build citations on each site with the domain based email.
  53. 53. @DarrenShaw_ +DarrenShaw Coordinate a time with the business to complete the phone verifications
  54. 54. Recommended Approaches @DarrenShaw_ +DarrenShaw
  55. 55. @DarrenShaw_ +DarrenShaw Recommendation Manual work on tiers 1 through 4 1 to 10 Locations
  56. 56. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw One time payment costs less than just the first year of Moz Local and Yext combined Manual Tiers 1 through 4 25 sites x $20 = $500/location $84 + $499 = $583/location
  57. 57. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Better site coverage than Moz Local and Yext combined
  58. 58. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw MOZ LOCAL 14. 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)
  59. 59. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw YEXT 14. 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]
  60. 60. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Moz Local & Yext 14. 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]
  61. 61. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw MANUAL – TIERS 1 TO 4 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] 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]
  62. 62. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Most accurate and complete cleanup, because humans
  63. 63. 1 to 10 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Manual timeline: 2 months or less
  64. 64. @DarrenShaw_ +DarrenShaw Recommendation Still, manual approach on tiers 1 through 4 For the same reasons 10 to 50 Locations
  65. 65. 10 to 50 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw One time payment costs less than just the first year of Moz Local and Yext combined Manual Tiers 1 through 4 25 sites x $18 = $450/location $84 + $499 = $583/location
  66. 66. 10 to 50 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Better site coverage than Moz Local and Yext combined
  67. 67. 10 to 50 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Most accurate and complete cleanup, because humans
  68. 68. 10 to 50 Locations – Manual on Tiers 1 to 4 @DarrenShaw_ +DarrenShaw Manual timeline: about 2 to 4 months
  69. 69. @DarrenShaw_ +DarrenShaw Recommendation Manual, tiers 1 through 3 OR If budget is tight: Moz Local 50 to 200 Locations
  70. 70. 50 to 200 Locations – Manual or Moz Local @DarrenShaw_ +DarrenShaw Manual Tiers 1 through 3 20 sites x $15 = $300/location $84/location Discounts after 100 locations
  71. 71. 50 to 200 Locations – Manual or Moz Local @DarrenShaw_ +DarrenShaw MANUAL – TIERS 1 TO 3 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] 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]
  72. 72. 50 to 200 Locations – Manual or Moz Local @DarrenShaw_ +DarrenShaw MOZ LOCAL 14. 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)
  73. 73. 50 to 200 Locations – Manual or Moz Local @DarrenShaw_ +DarrenShaw Manual timeline: about 4 to 8 months
  74. 74. @DarrenShaw_ +DarrenShaw Recommendation It depends 200 to 1000 Locations
  75. 75. @DarrenShaw_ +DarrenShaw Data doesn’t change often? No rush on the work? No phone tree? 200 to 1000 Locations Manual on tiers 1 through 3
  76. 76. @DarrenShaw_ +DarrenShaw Data changes semi-regularly? Can’t wait a year for project completion? No time or patience for phone verifications? 200 to 1000 Locations Moz Local AND Yext
  77. 77. 200 to 1000 Locations – Manual or Both @DarrenShaw_ +DarrenShaw Manual Tiers 1 through 3 20 sites x $15 = $300/location $?? + $?? = $??/location Guesstimate? $70/loc/yr for Moz $150/loc/yr for Yext
  78. 78. @DarrenShaw_ +DarrenShaw Recommendation Moz Local AND Yext 1000+ Locations
  79. 79. 1000+ Locations – Moz Local and Yext @DarrenShaw_ +DarrenShaw $?? + $?? = $??/location Guesstimate? $60/loc/yr for Moz $99/loc/yr for Yext
  80. 80. Summary @DarrenShaw_ +DarrenShaw
  81. 81. @DarrenShaw_ +DarrenShaw • 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:
  82. 82. @DarrenShaw_ +DarrenShaw • 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:
  83. 83. Thank you! Questions? @DarrenShaw_ +DarrenShaw@DarrenShaw_ +DarrenShaw

×