1. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Get Found Faster
with Online Listings
April 15, 1-2PM EST
Christian J. Ward

2. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Now that Internet search is the primary tool for finding
businesses, listing your business on every popular
directory is a must. We’ll help you put your best foot
forward by explaining how to:
- Ensure consistency across directories
- Claim and optimize your business listings for search engines
- Use our online visibility tool and see a real-life example

3. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
AGENDA
 What Is An Online Presence?
 The Local Search Ecosystem
 Scanning Your Online Presence: A
Business Example
 The Solution from Deluxe
 Q&A

4. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
What Is An Online
Presence?

5. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
WHAT IS AN ONLINE PRESENCE
 Just like the sign on your office, the
billboard on your street, or the printed
yellow pages
 Presence in the digital world is utilized to
find your business
 Having a strong connection between the
online world and the offline world is critical –
even if you don’t sell online…
 Why?

6. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Offline Presence Problems
Brodie Mart Town of Hillsdale Dynasty Buffet Elmhurst Hospital
 Offline presence is a readily understood
problem
 Digital presence, however, is even more
important

7. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Because Online Drives Offline!
of purchase-related conversions occur within
1 hour of initial mobile search55%
of in-person purchases
include online research40%
of purchasing decisions are made
in person & locally76%
Sources: Google, April 2012; Google, March 2013; POPAI, June 2012

8. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
And Local Offline Sales are
Massive
$6T offline
$400B Online
SALES

9. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Offline Local Sales Rule
 Core to every local business, large and
small
 And the connection between online
and offline is getting stronger everyday
 The consumer is now looking for you
not offline, but, specifically, online
 And mobile is starting to dominate that
as well

10. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Mobile Search is Local Search
50% of
local search
is mobile
Neustar Localeze 15miles, March 2013
This means that digital search is dominating
consumer behavior

11. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
So What is Online Presence?
 It is your businesses digital footprint
 Your business website is only one portion
of your online presence
 Online Presence really consists of several
key items
 Your website
 Directory listings, Search Engine Listings
 Your social presence
 Reviews of your business
 Each item is different and each requires
attention

12. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
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Local Search
Ecosystem

13. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Local Search Ecosystem
Local
Data
Data
Aggregators
Publishers &
Directories
Government
Records
User-
submitted
content
Crawled
Website Data
Each source competes
They are “compiled”
every day/week/month
When sources
disagree, duplicates
and errors abound
Worst of all, the
Business themselves
are not in control

14. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Yahoo! User Review
Google Places User
Customer Facebook Post
Mobile Yelp User
Yahoo! Mobile User
Yelp App User Signal
Claimed Yahoo Listing
Regional Directory
Foursquare Check-in
Claimed Yelp Listing
Angie’s List Review
Twitter Post
Store Locator
DexKnows Page
News Article
Bing Local Listing
Government Filing
Tax State Forms
Bank Loan Data
Unstructured Forum
Phone Records
Trademark Application
Acxiom Database
Out of Biz Call Center
Lexis Nexis Directory
Infogroup Database
Patent Registration
Unique Biz ID Forms
Offshore Location Team
GigWalk Submit
Thomson Reuters
Nasdaq Filings
?
The Local Data Ecosystem
How Local Data Gets Messed Up
14
Twitter Post Phone Records
InfogroupYelp Crawl

15. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Competing Data Causes
Problems
 Imagine asking 10 people where a restaurant is
Goodfella’s
Pizzeria
144 Orchard
St
(212)432-3200 Agreed
Yup!
Perfect.
Exactly
yes.
Spot
on.
Confirmed.
That’s it.
Same.
High Confidence! For your customers and the Search
Bots

16. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
But What if Instead, The
Answers Were
Goodfella’s
Pizzeria
144 Orchard St
(212)432-3200
Good Fella
Brick Oven
144
Archer St.
212.345.1122
Where?
You mean
Goodfella’s
LES?
Never heard
of it.
144 Orchard
Ave.
Great
movie.
I don’t think I
know them.
Low confidence, lost business, and lower ranks in search

17. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
This is How Local Search Works
Too…
 Consistency : Getting the same, exact NAP
 Authority: From sources you trust
 Number: In Large Quantity
+47
more
 It’s logical, consistency in trusted sources matters

18. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
Scanning Your
Online Presence: A
Business Example

19. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
For Example
 Using the Deluxe online
presence scan found at:
 This Goodfella’s Pizzeria
can get an instantaneous
analysis
 Including links directly to
each
Deluxe.com > Search Marketing > Online Directories

20. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
 Each error can cost
you rankings
 It’s not good enough to
be “close” in this game
 Missing online
presence is a lost
opportunity
 This is an ongoing
problem that requires
constant attention
Confusion

21. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Search Engines & Confusion
 As with our example, search engines like
Google use a similar method
 They “crawl” millions of sources looking to
gain confidence on where, when, and what
 If they are more confident, you move up in
rank
 Confusion in the data of Name, Address and
Phone are the biggest causes of problems
(aka citations)

22. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
……………………………………………………………………………………
The Solution

23. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Deluxe LocalSync 2.0 Network

24. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Yelp
Yelp crowd-sources valuable local business
reviews by customers for customers
—with over 117 million users totaling
around 47 million reviews
Categories
Core Geodata
Photo Gallery
Business Descriptions
Hours of Operation
Review Alert

25. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Yahoo!
Categories
Clickable Featured Message
Business Descriptions
Photo Gallery
Payments Accepted
Hours of Operation
Core Geodata
Fast Updates
Review Alert
External Links
Video
Analytics

26. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: Bing
Business Descriptions
Core Geodatax
Photos
Hours of Operation
External Links

27. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Listings: MapQuest
Core Geodatax
Business Description
Hours
Featured Message

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What is a Duplicate Listing?
Listing 1
Listing 2 (slightly different
address format)
Duplicate listings can be
created during the publisher
compilation process.
They’re a result of
misinterpreting data about a
single business that’s
formatted in multiple ways as
information about multiple
businesses.

29. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why is this a problem?
 Contrary to what you may think, showing up twice is
not a good thing!
 Remember, search crawlers value:
 Consistency of data across sources
 Authority of sources where data is found
 Number of different sources that show the same data —
NOT the number of listings or duplicates in each!
 Most duplicates are not consistent
The bottom line:
Duplicate listings can confuse customers and hurt search rankings.

30. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Duplicates & Incorrect Information
 Duplicates distribute a significant
amount of incorrect data…
Total
Total wrong phone numbers: 26,372
Wrong phone number & address 5,593
Wrong phone number & name 11,416
Wrong phone number, name, address 906
Total wrong addresses: 10,343
Wrong address & name 3,013
Total wrong names: 17,360

31. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Why suppress listings, rather than delete them?
 If a listing is deleted, it will come back!
 A publisher’s algorithm will determine that a
deleted listing is missing — and it will likely
repurchase the listing from an aggregator to
correct this “error.”
 Search engines and crawlers understand
redirects and 404/Page Not Found errors,
which signal that a listing should be ignored.
Only suppression ensures that duplicate listings never resurface.

32. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Increase in Search Engine Rankings
Background
From Dec. 2014 to Jan. 2015, a partner conducted an independent study analyzing the
effect on its clients’ first page ranking performance.
186 accounts — half in a control group and half in a test group — were tracked on
Google, Google Maps, Yahoo, Yahoo Local, Yahoo Maps, Bing, and Bing Maps. All
accounts were tracked for first page placement only (no data is available for pages 2-
10).
Increase in First Page Appearances
300%
519%
313%

33. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Summary
 Your online presence is critical
 Those neon signs need to be fixed!
 Be found, be engaged, be nice
 It’s a complex problem, but there is a
solution…

34. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Questions?
Run your scan now…
 Deluxe.com > Search Marketing > Online Directories

35. © 2014 Deluxe Enterprise Operations, Inc. All rights reserved.
Questions?
After you’ve run your scan…
 Our Deluxe experts can help you with a package that’s
right for you
Learn More:
Contact – Shelly Williams:
800.211.3377
shelly.a.williams@deluxe.com