This document discusses the importance of data integrity for businesses' online local search presence. It emphasizes that establishing an accurate name, address, and phone number (NAP) is critical for building a business's online identity. As local, mobile, and social searches increase, maintaining a consistent online presence across search engines, apps, and networks is important. The document also warns of the risk of "listings hijackers" attempting to claim business identities. It advises businesses to claim and manage their online listings to avoid fragmented profiles.

1. DATA INTEGRITY FOR YOUR
BRAND AND LOCATIONS

2. Vice President of Market Development, Localeze
Gib Olander
Monitoring key market trends, Gib Olander
helps define current and emerging Localeze
products through deep industry insight. His
strong relationships with search engines, mobile
apps and social networks has helped Localeze’s
business clients improve their local search
presence across the local search ecosystem.
Over the past decade, Gib has become a
recognized thought leader in local search and
speaks frequently at search industry
conferences like BIA/Kelsey, PubCon, SES and
SMX, among others. Prior to joining
Localeze, Gib was a business development
director at iCrossing and held positions at
Chicago.Citysearch.com, Ameritech Yellow
Pages and Advo.

3. Business identity: until now, this was enough!

4. What is a business identity today?

5. Data integrity:
Business listings identity management
A Phone Number is a critical piece of information in establishing a
businesses online local search identity.
Name, Address, Phone (NAP) is a Business Identity
Jims Electronics
111 S Weber Rd
Bolingbrook, IL 60490
630-771-9378
Additional Information
Brands - General Electrical: Sony
Brands - Cameras: Nikon, Kodak, Olympus
Brands - Lighting: Philips lighting
Equipment, Hardware & Accessories: Tvs, Mp3 players, Ipods, Camcorders, Digital cameras,
Computers, Printers
Brands - Office Electronics: Canon
Brands - Car Electronics: Xm, Boston acoustics, Garmin, Pioneer
Brands - Home Audio: Bose
Brands - Home Entertainment: Hitachi, Jvc, Lg, Onkyo, Panasonic, Philips, Samsung, Sharp,
Sony, Tivo, Toshiba
Products: Televisions, Mp3 players, Gps, Computers, Laptops
Brands - Electronics: Apple, Bose, Boston acoustics, Canon, Compaq, Garmin, Hp, Hitachi, Jvc,
Kodak, Lg, Microsoft, Nikon, Olympus, Panasonic, Pioneer, Samsung, Sharp, Tivo, Toshiba
Brands - Computers: Ipods, Apple, Compaq, Hewlett packard
Categories: Electronics - equipment & services, Electronics - dealers, Electronic equipment &
supplies, Electronic equipment & supplies service & repair, Electronics

6. Local online business listings:
a complex system

7. Data Integrity: Online Anchor Identity
Enable’s your content to be used authoritatively (citations)
Allow for recovery & discovery platforms to present a robust
presence for your business.
Creates the opportunity for infringement and chain management.

8. Local Search Results: Most Relevant, Trusted
Opinion on Search Results
Most relevant results Most trustworthy results
61%
58%
31%
27%
10% 9%
Local business searchers do not
2% 2% believe paid results are relevant
or trustworthy.
Local search Natural search Paid search Paid results
results results results
Source: 2012 comScore custom research - 15miles/Localeze Local Search Usage
Study

9. Primary Source for Local Business Information
Most local business searchers use Search Engines as their primary source for local
business information. Social Networking Sites are an increasingly popular primary source of
local business information.
Pt.
Change
7% 7% 6% 8% +1 9% Other
1% 1% 2% 2% Consumer Rating/Review Sites*
13% 11% 12% +3 5%
13% Social Networking Sites*
- 13% Local Search Sites
17% 19% 21%
22% -7 IYP Sites
15%
30% 31% 31%
33% +2 35% Search Engines
33% 30% 28% Print Yellow Pages
23% -2 21%
2007 2008 2009 2010 2011
*NOTE- Social Networking sites added in 2008, Consumer Rating/Review Sites added in
2011, Cell Phone/Wireless Device removed in 2011
Source: 2012 comScore custom research - 15miles/Localeze Local
Search Usage Study

10. DATA INTEGRATION:
TODAY SOLOMO INTEGRATING

11. IN FACT, COLLIDING
38% of mobile searchers frequently look for local retailer
information including phone # and address.*
70% of all mobile searches result in action within 1 hour. **
There are 6.8 billion people on the planet. 5.1 billion of them
own a cell phone, but only 4.2 billion own a toothbrush.***
*ROI Research/Performics 2011 Mobile Search Study
** Mobile Marketer
*** Mobile Marketing Association Asia

12. timing is Everything
New relevancy signals for marketers, advertisers and search engines are
driven by “when” a search or social check-in takes place.
GROUPON NOW!
Living Social Instant Deals
Nearly 20 percent of the top
search queries on Twitter at
any given moment won’t be
a popular search query just
one hour later
http://arxiv.org/abs/1205.6855

13. getting personal
Personalization is increasing at the local level.
Google + Yelp
Foursquare LivingSocial Instant
Pinterest Groupon Now

14. PERSONALIZATION:
IMPACTING SEARCH RESULTS
Taking home-based check-in history and presenting similar types of
businesses in search results when you visit new destinations.
Eiffel Tower, Paris
Maida Vale, London Marriott
Tokyo Steakhouse, Austin, TX

15. DATA INTEGRITY:
WHAT DOES IT MEAN FOR MARKETERS?
You need to establish your online identity-it anchors customer experience
Claim your listing or your identity won’t exist across SoLoMo
Avoid fragmented listings.

16. Behind the scenes: nap
NAP
Name, Address, P
hone

17. Security & listings hijackers
What is a listings hijacker? •Over last 12
Individual that attempts to grab listing months, there were
identities and repurpose for own gains. 11,000 unauthorized
attempts to claim
business listings in
the Localeze
What should a business/marketer do?
database.
Ensure listing is claimed
Continually manage online identity
•24.9% of
unauthorized
attempts came from
IP addresses outside
the US.
•85% of these
attempts were
changing category to
service-to-home.

18. BE FINDABLE
…Mobile, Local and Social are
happening now
Establish and manage your
identity today
If your identity isn’t
established, you don’t exist

19. Each Business Location should
create and maintain a Local
Search content cloud,
organizing content for
recovery and discovery search

20. Word of mouth: still important (social is 2012
for word of mouth)
83% of online shoppers: Consumers say word of mouth:
Said they are interested in sharing Is the #1 influence on Electronics
information about their purchases with (43.7%) & Apparel (33.6%) purchases.*
people they know.*
90% of consumers: 49% of Local Searchers search
Trust recommendations from people without a specific business in
they know and 70% trust the opinions of mind.
unknown users.**
*Econsultancy, July 2009
**Retail Advertising and Marketing Association/BIGresearch Study, December 2009
***ComScore//Localeze-15miles Local Search Usage Study 2012

21. QUESTIONS
gibolander@localeze.com
@golander59
@Localeze