{"id":1928,"date":"2011-08-19T10:52:13","date_gmt":"2011-08-19T17:52:13","guid":{"rendered":"http:\/\/www.ypm.com\/?p=1928"},"modified":"2011-08-30T10:10:33","modified_gmt":"2011-08-30T17:10:33","slug":"in-search-of-local","status":"publish","type":"post","link":"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/","title":{"rendered":"In Search of Local"},"content":{"rendered":"<div class=\"page_w\">\n<p>Any maiden voyage is bound to be  fettered with a degree of uncertainty.\u00a0  How long will the journey take, what will be found upon reaching the  destination and will it meet with expectations? All valid questions even for a  digital voyage each time a word is typed into the illustrious search bar.<\/p>\n<p>The uncertainty is especially  daunting with searches performed for local business information. With more than  10.3 billion searches per month on Google alone, 20% are said to have local  intent \u00a0\u2013 that\u2019s a whopping 2.6 billion  searches each and every month for businesses that are essentially in one\u2019s own backyard!  Yet the journey to Yet the journey to discover accurate and complete information about a location  that\u2019s down the street, remains as elusive as the search for the new world.<\/p>\n<p>So why is it that local business  listing information isn\u2019t always accurate, complete or even present within the  new and improved local search results?\u00a0  Don\u2019t Google, Bing and Yahoo just get their information from telephone  company business records like the yellow pages? In a word (or two), <em>not exactly<\/em>.<\/p>\n<p>Search engines gather their  listing information from a variety of sources making it challenging for a  business to identify and update a single source of the data, even more  challenging for national chains with hundreds or thousands of outlets. Among  the better known sources of listing data include InfoUSA, Localeze, Acxiom and  Dun &amp; Bradstreet.<\/p>\n<div class=\"fancy-box gradient-box\"><p><\/p>\n<div style=\"text-align:center; margin-top:-14px; margin-bottom:-18px;\"><a rel=\"nofollow\" href=\"http:\/\/www.marketingpilgrim.com\/2011\/07\/owning-your-local-presence-online-infographic.html\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\" alt=\"Web Equity\" title=\"Web Equity\" width=\"329\" height=\"411\" class=\"alignnone size-full wp-image-1930 colorbox-1928\" srcset=\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg 329w, http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity-240x300.jpg 240w\" sizes=\"auto, (max-width: 329px) 100vw, 329px\" \/><\/a><\/div>\n<p><\/p><\/div>\n<p>To add to the fun, Google created  its Local Business Center, now known as Google Places \u2013 a portal for local  proprietors to verify business listing information by \u2018claiming\u2019 it directly  with Google.\u00a0 As Google <a rel=\"nofollow\" href=\"http:\/\/googleblog.blogspot.com\/2010\/04\/introducing-google-places.html\" target=\"_blank\">promoted<\/a> it was \u2018making Google more local\u2019, shop owners, dry cleaners and pizza joints would  be able to verify their listings directly and enhance information about their  businesses including store hours, service areas, photos and even videos.\u00a0 So each went scrambling to stake their claim,  snap store \u00a0pictures, shoot video and  build out their Places pages for their brick and mortar locations\u2026only to have  the local landscape change by Google (yet again). And what about those national  chains? Google has yet to offer a solution for claiming and verification en  masse despite accepting a bulk upload at the portal.<\/p>\n<p>Whether Google\u2019s recent removal  of citations is a temporary bug or the cataclysmic shift in the local paradigm  some speculate it to be, time will tell. But instead of playing the waiting  game, SMBs and corporations with hundreds or even thousands of brick and mortar  locations are still best served by claiming their businesses where claiming is  possible and distributing data to the search engines, portals, directories and  sites accepting the information.<\/p>\n<p>And despite a <a rel=\"nofollow\" href=\"http:\/\/getlisted.org\/resources\/local_search_ecosystem.pdf\" target=\"_blank\">local feed  system<\/a> so intertwined it rivals the Los Angeles Freeway system, channels do  exist to actively distribute local listing business information for inclusion  to the many search engines and directories which accept local feeds. Don\u2019t  expect 100% saturation with syndication but do expect over time to begin to see  location information popping up across the internet.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Any maiden voyage is bound to be  fettered with a degree of uncertainty. How long will the journey take, what will be found upon reaching the  destination and will it meet with expectations? All valid questions even for a  digital voyage each time a word is typed into the illustrious search bar. <a href=\"http:\/\/creative.ypm.com\/corp\/?p=1928\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[25],"tags":[],"class_list":["post-1928","post","type-post","status-publish","format-standard","hentry","category-search"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>In Search of Local<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In Search of Local\" \/>\n<meta property=\"og:description\" content=\"Any maiden voyage is bound to be fettered with a degree of uncertainty. How long will the journey take, what will be found upon reaching the destination and will it meet with expectations? All valid questions even for a digital voyage each time a word is typed into the illustrious search bar. Read More\" \/>\n<meta property=\"og:url\" content=\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\" \/>\n<meta property=\"og:site_name\" content=\"YPM, Inc.\" \/>\n<meta property=\"article:published_time\" content=\"2011-08-19T17:52:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-08-30T17:10:33+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\" \/>\n<meta name=\"author\" content=\"YPM Digital\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"YPM Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/#article\",\"isPartOf\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\"},\"author\":{\"name\":\"YPM Digital\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/#\/schema\/person\/7a7b42e94b00e8e0d2ce89ce14d38894\"},\"headline\":\"In Search of Local\",\"datePublished\":\"2011-08-19T17:52:13+00:00\",\"dateModified\":\"2011-08-30T17:10:33+00:00\",\"mainEntityOfPage\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\"},\"wordCount\":512,\"image\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\",\"articleSection\":[\"Search\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\",\"url\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\",\"name\":\"In Search of Local\",\"isPartOf\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/#website\"},\"primaryImageOfPage\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/#primaryimage\"},\"image\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/#primaryimage\"},\"thumbnailUrl\":\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\",\"datePublished\":\"2011-08-19T17:52:13+00:00\",\"dateModified\":\"2011-08-30T17:10:33+00:00\",\"author\":{\"@id\":\"http:\/\/creative.ypm.com\/corp\/#\/schema\/person\/7a7b42e94b00e8e0d2ce89ce14d38894\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/in-search-of-local\/#primaryimage\",\"url\":\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\",\"contentUrl\":\"http:\/\/creative.ypm.com\/corp\/wp-content\/uploads\/2011\/08\/web_equity.jpg\",\"width\":\"329\",\"height\":\"411\",\"caption\":\"Web Equity\"},{\"@type\":\"WebSite\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/#website\",\"url\":\"http:\/\/creative.ypm.com\/corp\/\",\"name\":\"YPM, Inc.\",\"description\":\"National Yellow Pages | Digital Media Agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\/\/creative.ypm.com\/corp\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/#\/schema\/person\/7a7b42e94b00e8e0d2ce89ce14d38894\",\"name\":\"YPM Digital\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\/\/creative.ypm.com\/corp\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/93457f1ece498d8f17b2801ba95583c7ace915d8fe7d2a18c30c5a960b845804?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/93457f1ece498d8f17b2801ba95583c7ace915d8fe7d2a18c30c5a960b845804?s=96&d=mm&r=g\",\"caption\":\"YPM Digital\"},\"url\":\"http:\/\/creative.ypm.com\/corp\/author\/hbui\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"In Search of Local","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"In Search of Local","og_description":"Any maiden voyage is bound to be fettered with a degree of uncertainty. 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