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  1. #1
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    The Power of Location: How Rich Listings Drive more Business!

    As a local marketer, have you tried to educate prospects or clients that could be effectively leveraging business listings? Well, you are in luck because Yext published a whitepaper containing the results of Yext's 2015 Comparative Listing Study!

    We analyzed 31,000 businesses to assess how the completeness of a business listing affects key engagement metrics such as searches, listing views, and special offer clicks. The correlation between listing completeness and engagement is strong, with a fully complete listing receiving more than four times as many listing views on average than a listing with just NAP. No need to sign up for local search forum members, simply click the link below for full access to the whitepaper!

    The Power of Location: How Rich Listings Drive more Business!

    Happy Holidays!

    Raj Nijjer
    VP, Community @ Yext
    Raj@Yext.com
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  2. #2
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Whoa that looks super comprehensive.
    Can't wait to download and read.

    Thanks for sharing Raj and Happy Holidays to you too!
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  3. #3
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Love all the info on page 10! Adding hours for financial services listings increased views by 190% - wow!
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  4. #4
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Great info! I find it interesting how more and more Facebook and Twitter are creeping their way up the importance latter for local.
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  5. #5
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Agreed on Facebook and Twitter, you will love this 2016 prediction by Joy Hawkins on rise of Twitter in local search!

    2016 Predictions: No.7 – Google+ Phases Out, Twitter Rises | The Yext Blog
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  6. #6
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    Re: The Power of Location: How Rich Listings Drive more Business!

    I am loving these predictions! Thanks for dropping them daily vs. all at once. My TL;DR list tends to grow out of control this time of year.
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  7. #7
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    Re: The Power of Location: How Rich Listings Drive more Business!

    This is an interesting study, but, I'm not sure that some of the conclusions it wants us to make are accurate.

    Take for example: Profiles that list social profiles get 54-83% more listing view than those that don't. This COULD mean that if you spend the extra 2 minutes to list your profiles, something magical happens, and you get more views. . . . OR. . . .it COULD mean that those people that are detail oriented enough to put their Twitter/FB profile in their yext listings, are also the type of businesses that do other things that would drive more search volume. Especially if you consider, the main driver of this difference is probably a have/have not situation- many smaller businesses just don't have the time for twitter/FB, and don't show up as well or get as many branded searches as larger ones.

    Second example: Businesses that list hours get more views than others, especially on yelp, apparently. It doesn't appear to me that Yelp gives a rating boost to businesses that are open, and on the mobile app, you can't see the hours on the SERP. So, why would businesses with hours get more traffic - especially because showing the hours doesn't mean you are open longer.

    I think the stats are interesting. . . I think it is a great use of data, but, I'd be careful about implying causation from these things. . . this study seems to want you to think that, but, I don't think that is the case. . . I'd think you'd want a different piece of data for that.
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  8. #8
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Quote Originally Posted by HoosierBuff View Post
    This is an interesting study, but, I'm not sure that some of the conclusions it wants us to make are accurate...

    Second example: Businesses that list hours get more views than others, especially on yelp, apparently. It doesn't appear to me that Yelp gives a rating boost to businesses that are open, and on the mobile app, you can't see the hours on the SERP. So, why would businesses with hours get more traffic - especially because showing the hours doesn't mean you are open longer...
    Good points.

    In my opinion ( and everyone is entitled to my opinion ) it makes more difference when those hours appear in local search listings on Google, especially at night and on weekends when many business show up in the local results as "CLOSED". "Closed" is not a good look, at least not for many types of service businesses.
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  9. #9
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Love the comments and I can 'try' to explain with regard to hours and Yelp. As a mobile service with 71% of searches coming from mobile devices, Yelp users take heavy advantage of open hours. A quick filter on mobile or desktop can filter out businesses without listed hours. As an example, I searched for Restaurants in Scottsdale, AZ which returned 9,489 results and as I filtered by "Open Now", the results dropped to 3,345 locations, removing 2/3rd of restaurants. It's possible a restaurant was not shown in SERP because Yelp didn't have their hours, albeit they are open around the corner from me.

    Not Filtered by Hours - 9,489 results
    Name:  Yelp NOT filtered by Hours.jpg
Views: 78
Size:  21.8 KB

    Filtered by Hours - 3,345 results
    Name:  Yelp Filtered by Hours.jpg
Views: 64
Size:  21.7 KB

    As far as social profiles, I always suggest having a Facebook Page and Twitter Profile to amplify your online presence as customers are searching on both platforms. A small business without a Facebook Page is missing out on opportunities to connect with their current and prospective clients. It's two minutes well spent!

    Cheers and Happy New Year!!!

    -Raj
    raj@yext.com
    VP, Community
    @rajnijjer
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  10. #10
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    Re: The Power of Location: How Rich Listings Drive more Business!

    Thanks, that's a great example of how hours being listed can be important.

    Here's another example: when you have an emergency need for caregivers for an elderly loved one who is being discharged from the emergency department back to home, and you search for "caregivers", which one of the ones shown below would you choose?

    You would choose the one that is still open now (and which is also the only one with lots of attractive favorable review stars!) (That's my own home care company listing, by the way.)

    Name:  caregivers   Google Search.png
Views: 102
Size:  130.5 KB
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