Business Listing Definitions

Business listings are separated into two groups: major search sites and smaller citations.

Major search sites include the big three search engines (Google, Bing and Yahoo), major rating and review sites, traditional IYP sites, directories and social platforms. Presence on the major search sites and the accuracy of those listings are measured across these major players.

Citations include hyper local sites, smaller vertical sites and websites that may include a mention of the business and basic contact information but not a complete listing with full NAP (Name, Address, Phone Number) data.

The Data Challenge

Bad data can be likened to the flu. Just as people receive a shot each year to protect themselves from illnesses, businesses are wise to conduct routine checkups on their listing data. Many of them, however, are not doing it effectively. Major search sites receive local business listing information in whole or in part from one or more data providers. The major data providers are: Infogroup, Neustar/Localeze, Acxiom and Factual. Historically, many agencies have used one—sometimes two—data providers for listings data management, but because none of the big four dominate the local data market, local listings cannot be modified across all local search platforms by utilizing only one or two of them. Furthermore, because of the overall lack of reporting, showing results to local businesses has been challenging and the results have been difficult to understand. If the major data providers aren’t directly fed listing updates from an authoritative source, they default to traditional sources of information, such as public records like tax files and other government indexes. These sources can be out of date with varying refresh timeframes.

Although it is necessary to leverage the major data providers, it is cumbersome and challenging to manage all of them, as they each have their own unique set of rules, processes and customers. This fragmented complexity is why Raydius Digital developed Listing Distribution—a tool that continually resubmits accurate listings to all four data providers to ensure they update their data correctly. It also provides what similar tools don’t: complete transparency with tracking and reporting features so users can see what’s happening with their information, good and bad.

The Listing Distribution Effect

Raydius Digital not only wanted to speak to how Listing Distribution works, but has gone to great lengths to demonstrate its efficacy. Data has been compiled from over 17,000 Listing Distribution subscribers and 200,000 non-subscribers. The accuracy scores of their accounts—which compare the number of accurate listings per number of listings found—were traced over time. Ultimately, three compelling figures reveal how the solution improves listing accuracy across the web.

Figure 1: Listing Distribution Activation

Figure 1 shows the impact of Listing Distribution after the tool has been activated. Businesses that subscribed to Listing Distribution showed a 172% increase in their overall listing accuracy, moving from an average accuracy score of 22% to an average of 60%. The ascension begins immediately and continues as the year goes on.