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.
5. @DarrenShaw_ +DarrenShaw
Create the audit report
- Go through the top 50 sites,
one at a time
- Record any incorrect,
duplicate, and correct
listings
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
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. 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
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
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)
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
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
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. 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
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. Tier 5 – Nice to Have
@DarrenShaw_ +DarrenShaw
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.
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. 1 to 10 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Better site coverage than
Moz Local and Yext
combined
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. 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. 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. 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. 1 to 10 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Most accurate and
complete cleanup,
because humans
63. 1 to 10 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Manual timeline:
2 months or less
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. 10 to 50 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Better site coverage than
Moz Local and Yext
combined
67. 10 to 50 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Most accurate and
complete cleanup,
because humans
68. 10 to 50 Locations – Manual on Tiers 1 to 4
@DarrenShaw_ +DarrenShaw
Manual timeline:
about 2 to 4 months
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. 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. 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. 50 to 200 Locations – Manual or Moz Local
@DarrenShaw_ +DarrenShaw
Manual timeline:
about 4 to 8 months
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. 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
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. @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: