Most businesses would agree that they want their brand’s information to be as accurate as possible on the internet. When it comes to improving a company’s search engine optimization and traffic, you will want your local listings to be spot on!
What is Local Feed?
A business’ local listings provide basic information such as name, address, phone number, web address, and business categories. Adding directions, hours of operation, photos, descriptions, reviews, ratings, etc. can improve organic and local search. But have you wondered how these businesses place their information on the web? Local feed!
Local feed is gathering a company’s local listings information and sending (or feeding) it through data aggregators. Aggregators include Acxiom, Infogroup, and Neustar/Localeze. These aggregators then process the data to make sure it is accurate and keep it available for their partners to pick up and publish on their sites. Some of the large name partners of these aggregators include Google, Bing, Yahoo, and YellowPages.com. Feeding aggregators such as these will allow you to be a part of the top search engine results which account for 96% of all search done in the United States.
Optimizing Local Search
Frequently feeding business listings is encouraged because of possible changes that may need to be made or if a business is adding locations. Furthermore, businesses can have more control over the accuracy of their listings through online searches by continually feeding. By consistently keeping updated local listings, a business can increase their findability in organic search. Consumers can then find listings quickly and easily across different applications such as mobile, desktop, navigational systems, directories, and more!
Consumers have a variety of reasons to search for a listing. In a survey produced by Neustar/ Localeze, the most expected and influential local business attribute, hours of operation, was the information consumers were looking for most. This reaffirms the need to consistently maintain good listings as this information can often be missing or changing.
What Happens if a Business Stops Feeding Their Data?
If a company decides not to renew with data aggregators, they risk having unreliable information on the web. All the work put into feeding information to the aggregators can quickly be reverted which can lead to confused or upset customers. Claiming business listings is often the first necessary step to having accurate business information. Listings that are left unclaimed run the risk of anyone altering their information. Aggregators will start scraping the internet to try and find anything they can on a company’s local listings, correct or incorrect, and will use what they can find.
Managing Local Listings
Maintaining local listings with data aggregators is recommended for all businesses to improve their organic and local search. Failing to maintain listings will often lead to a loss of customers and can be harmful to brand reputation. By having a claimed and managed listing, businesses can be searched on various applications from almost anywhere. Reliable local business data attracts more traffic for companies and provides essential information to consumers.