In a bid to provide multi-location brands with better insights into the health of their digital storefronts, the marketing and customer experience management platform MomentFeed is launching a new product dubbed Visibility Manager, the company announced this morning.
Visibility Manager will provide brand managers with data on the strength of each store’s digital presence across more than 310 network directories, maps, navigation systems, and websites. The product will also identify the types of location information inconsistencies, including data changes, errors, conflicts, and duplicates, that can hinder search rankings.
Visibility Manager’s launch marks a major milestone for MomentFeed, as the company works to establish a stronger local presence for brands looking to reach consumers on mobile.
“The location data management space is crowded with vendors that talk about ‘fixing’ your data. That’s great, but it’s also table-stakes. The bigger challenge is optimizing location listings data for visibility across multiple factors and networks, measuring the impact of that optimization and then clearly tying that trend to foot-traffic,” says Derek Browers, senior vice president of product at MomentFeed.
The multi-location brand market is at an inflection point in 2018, as marketers search for smarter ways to glean more insights into the status of their location data and the know-how to effectively manage and optimize those data on an ongoing basis across hundreds of networks, explains Browers. With Visibility Manager, brands will be able to collect insights into how visible their locations are in mobile search, while providing tools for optimizing local data to improve visibility.
“There is a lot of talk in this business about data accuracy, but accuracy is just one of many factors that contribute to the end goal of increasing visibility that drives foot traffic and offline sales,” Browers says. “Yes, your location listings need to be accurate, and MomentFeed has been leading the market in ensuring data accuracy for enterprise brands with innovations like geocode optimization and listing de-duplication that date all the way back to 2011. More importantly though are optimizing the full range of signals that are going to make your brand more visible, providing tools to optimize that visibility and clearly measure online to offline conversion.”
A key component in MomentFeed’s new tool is what’s being called “visibility assessments,” which show trends and highlight potential issues with mobile visibility. Assessments will also measure discrepancy resolution time, giving marketers a look at how long inconsistencies were visible to consumers. Marketers will also be able to see the overall visibility for important keywords for each store location.
“When Google is determining which business listings to surface in search results, it’s looking for signals that indicate a high-quality presence from an engaged business. Listings that are not actively managed, that are missing key data, that are not present across authoritative websites, or that are inconsistent on one site to the next will decrease Google’s confidence that the listing will satisfy the user’s search. The result is a decrease in search rank and visibility,” Browers says. “Visibility Manager is all about pointing brands toward health challenges, opportunities to improve and the tools to easily execute on those opportunities.”
Having always viewed local presence as a means to an end, Browers says that MomentFeed now sees the real opportunities for brands in leveraging presence to engage customers in more proactive and relevant ways through paid advertising, one-to-one engagement, social publishing, and community management.
“What’s exciting about connecting these activities to a local presence signal is that we can show real, measurable online-to-offline conversion. That’s the future that we’re headed towards as a company,” he says. “It’s all about the layers of engagement you can build on top of a local presence and activating those layers to drive sales.”
Stephanie Miles is a senior editor at Street Fight.