6 Tools Merchants Can Use to Clean Up Location Data

my_locationWhen it comes to finding basic information about local businesses, most consumers aren’t asking their friends and they aren’t opening up the Yellow Pages, either. For 42% of adults, search engines have become the primary tool for finding local merchants and service providers in their areas. But what those consumers don’t always realize is that much of the information they’re finding — up to 43%, according to a survey by Yext — can be incorrect or out of date. This leads to missed sales opportunities for businesses, and frustration for consumers.

New platforms are helping merchants fight back, offering tools that allow brands of all sizes to clean up their location data and get better control of the way their information is presented online. Here are six of those platforms.

1. Placeable: Control location data through a unified dashboard.
Agencies and brands with multiple locations can use Placeable’s new Placeable Plot feature to ensure the accuracy of their business data across hundreds of websites, mobile apps, and third-party sites like maps, networks, and directories. Businesses can import their location data from spreadsheets, and then clean up that data using Placeable’s tools. Once the local data has been “normalized,” Placeable puts it into a standardized format and sends it to location-based platforms like Facebook and Google Places. Placeable charges clients a $299 “monthly platform fee,” and $2 per location, per month.

2. Locu: A data-cleansing solution for small and medium-sized businesses.
Locu works with small and medium-size businesses to ensure their contact and product information is accurate. Restaurants, home service providers, and personal care services can manage their business listings, menus, product lists, and company photos from within Locu’s digital platform. This information is then shared across the web—to publishing partners like Yelp, Facebook, Foursquare, TripAdvisor, YP, OpenTable, and CitySearch—each time an update is made. Locu offers its basic plan for free. Users can upgrade to Premium accounts for $25 per month.

3. Yext: Instantly updating local information on 50+ websites, maps, and apps.
Yext offers a location data cleansing solution that’s scalable for businesses of all sizes. Businesses can run a scan to see how their listings look when customers search online, and Yext will pinpoint how many “location data errors” it finds. Businesses can fix those errors by entering the correct information into Yext’s PowerListings system, and the company will automatically push those updates across a network of 50+ websites, maps, and apps. Pricing for Yext’s PowerListings packages ranges from $17 to $67 per month.

4. MomentFeed: Merging and deleting duplicate entries for multi-location brands.
Large brands with multiple locations can use MomentFeed’s PinSync tool to improve engagement and discoverability at the local level. By utilizing the correct latitude/longitude coordinates (also known as “geocodes”) for each of a client’s physical locations, MomentFeed is able to pinpoint outdated listings, adjust inaccurate geocodes, merge duplicate listings, update listings with correct address information, and upgrade local pages on platforms like Facebook, Google, and Foursquare. Pricing for MomentFeed varies depending on the number of locations being monitored.

5. SweetiQ: Identify inconsistencies in local listings.
SweetiQ is an all-in-one location-based marketing platform for agencies, brands, and franchises. One of the vendor’s key features is its local business listings management tool, which clients can use to find out how their business listings are presented across the web and make unified corrections to any inaccuracies. Businesses can also see how their listings are ranked in search engine results, and which keywords are most likely to bring those listings up. SweetiQ offers a free 14-day trial. Paid plans start at under $100 per month.

6. Universal Business Listing: Take ownership of your online profiles.
Businesses can use UBL to unify the information that shows up about their companies on local directories and search engines. Inaccurate phone numbers, addresses, and website links are updated within UBL’s platform and then pushed out to 150 “points of distribution.” These updated listings will appear as “verified” or “claimed,” depending on the site. By partnering with anchor databases like Infogroup, Factual, and Dun & Bradstreet, UBL is able to expedite the process of having its clients’ old listings removed or changed. UBL’s listings packages range in price from $79 to $799 per year.

Know of other tools that businesses can use to clean up local data? Leave a description in the comments.

Stephanie Miles is an associate editor at Street Fight.

  1. Ashwin Ramesh
    October 8, 2013

    I’ve checked out all of these tools and the only ones that actually do a somewhat decent job is SweetIQ — but, even they don’t tell me if I have accurate information on these sites, just whether I have a listing or not.

    Yext is great if you have tons of money to blow on a yearly contract for something as simple as keeping you info on 50 different sites accurate. Placeable is just a big joke. Locu has a nice interface but is mostly a menu creator.

    Are there no decent tools out there?

    1. October 8, 2013

      Have you worked with BrightLocal?

      1. Ashwin Ramesh
        October 8, 2013

        I have, didn’t impress me too much either.

        1. May 8, 2014

          @ashwinramesh:disqus have you checked our our tool before? We provide more a location management system with APIs to the data aggregators. Also we have service levels backed by over 200 SEO analysts and strategists from Covario.

          We’d be happy to walk through your use case with you and see if we may be a fit.

  2. Tyler Ludwig
    October 8, 2013

    All of these platforms are great in their own right, but its important to understand what you are getting with those high costs. Some provide small ‘temporary’ fixes that can alleviate current local business information management, but none for long term success unless you keep paying.

    Built from the ground up for scalable multi-location business management and up to 50% less than any vendor on here is Rio SEO’s Local Listing Manager, which happens to integrate with any vendor you choose. Check it out for yourself today: http://rioseo.co/LocalSoftware

    1. Ashwin Ramesh
      October 8, 2013

      How many sources do you syndicate across?

      1. Tyler Ludwig
        October 8, 2013

        We syndicate across All 3 major Maps, 3 Major Data Aggregators, and Social Networks. The output can be unlimited based on need.

  3. October 9, 2013

    These services all have their benefits but if you want complete coverage and products that work with both SMB’s and national brands you should take a look at Local Market Launch (http://localmarketlaunch.com). The solutions push data to hundreds of search, social, directory and mobile app properties with full claiming and verification across the top players.

    Some features:
    -Great reporting across top search portals
    -Syndication across top 4: Infogroup, Acxiom, Factual, Neustar/Localeze
    -Claiming of profiles on top 30
    -Custom implementations: industry vertical specific, white-labeled, fully integrates with major marketing dashboard companies

  4. DirectoryBug
    October 10, 2013

    Check out DirectoryBug as an option too. Manually created, optimized listings, with full ownership. The scan tool isn’t open to the general public yet but can accurately find listings on over 100 of the top sites. You can see the top 100+ sites to list on for free (www.directorybug.com/top100) and create listings yourself too.

  5. October 11, 2013

    There is no question that the first element in insuring a business reaches the local consumer is information accuracy or what I would call is information marketing. This true if it is a multi-location national company or a local single location business.

    My bigger concern is that these businesses believe that is all they have to do. The idea that the next step is the actual marketing process vs. just the technology tasks seems to get missed.

    For example
    …monitoring keyword ranking and by city.
    …managing ratings and reviews
    …local social marketing
    …keeping marketing materials, promotions, events up to date
    …and to do all of this at multiple websites.

    The information management and syndication is only the beginning, not the end.

  6. Ashwin Ramesh
    January 14, 2014

    Synup (http://synup.com) scans the top 180 sites for free and gives you deeper data than any of the other sites in the list.

  7. March 15, 2015

    Can you also take a look at mypresences next time you do a similar article … we support the ability to manage your listings on over 500 online services and apps and manage your NAP and data consistency across all presences .. plus we do a lot more than just location data.

    We are at https://www.mypresences.com/ and are free for up to 20 presences you can see the services we support for any country and business type at https://www.mypresences.com/services/.


  8. Caribbean Business Directory
    September 28, 2016

    Get listed your business in Caribbean Business Directory, Best Caribbean Local Business Directory. Find your preferred category and submit products or services.

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