Enterprise Citation Management

@DarrenShaw_ +DarrenShaw
Darren Shaw
Local U Advanced – NOLA 2016
Enterprise Citation Management

How do you
audit and clean
up one location?

Collect business data
- NAPW
- Hours
- etc

Find all the NAP variations
bit.ly/nap-variations

Create the audit report
- Go through the top 50 sites,
one at a time
- Record any incorrect,
duplicate, and correct
listings

Work through audit
report
- Remove duplicates
- Claim/update incorrect
listings
- Add missing listings

Complete phone
verifications

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

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 & Cons
Manual 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/location
10 to 50 locations: $18/site/location
50+ locations: $15/site/location
* One-time fees

Pricing
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

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 Local
Add 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)

Cons
Moz Local
Occasionally buggy with incorrect reporting

Pricing
Moz Local
1 to 100 locations: $84/location
100+ 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 data
Yext
#15 update all the urls on
thousands of listings by
using Yext

Pros
Featured message
Yext

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.

Cons
Yext
Occasionally buggy with incorrect reporting

Cons
Yext
Most listings revert or disappear if you cancel

Pricing
Yext
1 to 100 locations: $499/location
100+ locations: discounted rate
* Annually recurring

Which Sites
Matter
for Local Search?

Tier 1 – Core Search Engines
Legend
W = Whitespark
M = Moz Local
Y = Yext
(W, Y)
(W, M, Y)
(W, Y)
1. Google
2. Bing
3. 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

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)
25. City Specific Site 1 (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

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

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

Send client the list of any
consistency issues identified

WAIT FOR CLIENT TO GET BACK TO YOU

Submit to Moz Local & Yext
AND/OR
Continue with manual process

Research NAP Variations
- bit.ly/nap-variations

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

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

Coordinate a time with the
business to complete the phone
verifications

Recommended
Approaches

Recommendation
Manual 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 combined
Manual
Tiers 1 through 4
25 sites x $20
= $500/location
$84 + $499
= $583/location

Better site coverage than
Moz Local and Yext
combined

MOZ LOCAL
2. Bing (W, M, Y)
4. InfoGroup (W, M)
5. Acxiom (W, M)
6. Localeze (W, M)

YEXT
1. Google (W, Y)
2. Bing (W, M, Y)
3. Apple Maps (W, Y)
10. Yelp (W, Y) [70]

Moz Local & Yext
1. Google (W, Y)
2. Bing (W, M, Y)
4. InfoGroup (W, M)
5. Acxiom (W, M)
6. Localeze (W, M)
10. Yelp (W, Y) [70]

MANUAL – TIERS 1 TO 4
16. BBB (W) [39]
1. Google (W, Y)
2. Bing (W, M, Y)
4. InfoGroup (W, M)
5. Acxiom (W, M)
6. Localeze (W, M)
10. Yelp (W, Y) [70]
12. Manta (W) [57]

Most accurate and
complete cleanup,
because humans

Manual timeline:
2 months or less

Recommendation
Still, 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 combined
Manual
Tiers 1 through 4
25 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

Recommendation
Manual, tiers 1 through 3
OR
If budget is tight: Moz Local
50 to 200 Locations

50 to 200 Locations – Manual or Moz Local
Manual
Tiers 1 through 3
20 sites x $15
= $300/location
$84/location
Discounts after 100 locations

MANUAL – TIERS 1 TO 3
16. BBB (W) [39]
1. Google (W, Y)
2. Bing (W, M, Y)
4. InfoGroup (W, M)
5. Acxiom (W, M)
6. Localeze (W, M)
10. Yelp (W, Y) [70]
12. Manta (W) [57]

MOZ LOCAL
2. Bing (W, M, Y)
4. InfoGroup (W, M)
5. Acxiom (W, M)
6. Localeze (W, M)

Manual timeline:
about 4 to 8 months

Recommendation
It 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
Manual
Tiers 1 through 3
20 sites x $15
= $300/location
$?? + $??
= $??/location
Guesstimate?
$70/loc/yr for Moz
$150/loc/yr for Yext

Recommendation
Moz 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?
@DarrenShaw_ +DarrenShaw@DarrenShaw_ +DarrenShaw

Enterprise Citation Management

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