Improving Your Local Search Ranking With Data Aggregators
Data aggregators run the world. The world of local search, any way. Data aggregators supply information to major search engines like Google, which means that having good business listing info on data aggregators can help it get right on Google. These aggregators have built massive business databases from valuable listing sources like yellow page directories, phone directories, utility records, and various online information providers. They’ve got an unbelievable amount of business data that search engines look to when finding local listing information for businesses.
There are four major data providers: Factual, Acxiom, Infogroup and Localeze. Their databases contain business information that search engines seek out to display for consumers. This information is the basis of where many online citations come from. What exactly is a citation, you ask? Citations are when a business is mentioned somewhere online, and the more citations a business has generated, the more likely their business is to appear higher in search rankings.
The major data aggregators provide information that help businesses get found correctly on online resources such as:
What is a citation?
As mentioned above, a citation is simply anytime a business is mentioned somewhere online. Many people believe that citations are links to websites, but this isn’t necessarily true. Although a citation can be linked, they don’t have to contain a link to be considered a citation. To break it down further, let’s look at how citations can appear online:
Citations can appear in a structured or unstructured manner, here’s how you can distinguish the difference between the two:
A structured citation is the most common type of citation, and usually the most detailed when consumers are looking for business information. People see structured business citations on business listing sites like Yellowpages, Yelp or TripAdvisor. In most cases, these citations contain the NAP for a business, something consumers are looking for in local search.
An unstructured citation can be found on random websites, blogs, event listings, job posting sites, government records or social media mentions. These are unstructured because they could be as simple as a company mention. Usually these citations don’t include a business’s NAP data.
No matter how a citation appears, it has influence on the local search ranking in some way for a particular business. Data aggregators play an important role in getting a business listed or found on many major websites.
The importance of building citationsCitations have a major influence on local search rankings. Basically, the more times a business is mentioned online, the better chance their business has to rank near the top of local search.
Google’s search ranking algorithm has many moving parts, which means that citation building isn’t the only thing a business has to do in order to rank on search engines. Online reviews, mobile compatibility, domain authority and keyword density are just a few other factors that influence local search.
This doesn’t mean that citations don’t play an important role in local search ranking, though. In fact, David Mihm’s local search studysuggest that citation related factors are very important: they make up 25% of the top twenty factors the influence local search.
So what do data aggregators do?
Data aggregators provide a lot of the data to search engines when conducting a local search. The aggregators own the space known as the local search ecosystem, a place where local searches get all of their data.
There you see the four major data aggregators: Infogroup, Acxiom, Localeze, and Factual. As you can see, many major directories and listings sites rely on these data providers for their information. Like we mentioned earlier, the data aggregators are the foundation of what builds structured citations on major sites.
Although the picture might seem like a lot to comprehend, the underlying message that you should take away from this is really simple: get business data right with the major data aggregators.
Incorrect data on any of these aggregators could mean that a business’s information online is extremely inconsistent or down right wrong on many major listings sites and directories. Inconsistent information hurts SEO, so be sure to have your business correctly listed with all the major players.
Not only does inconsistency hurt search engine ranking, but it hurts a business. Consumers don’t trust businesses with inconsistent information online—73% of consumers lose trust in brands due to inaccurate local business listings
Business citations rely on the power of data aggregators! We see that data aggregators have a major influence on the amount of reputable sources that a business is cited on because they automatically input business data into various sources for a business. This means not having to manually plug in information into each and every business-relevant site on the worldwide web.
Get it right!
There is no secret that we are keeping from you, or a fancy trick to increasing online citations. It’s as simple as getting it right with the major data aggregators. Local search is a major deal for businesses, especially for small businesses. A company could potentially force themselves into bankruptcy if their online visibility is non-existent.
Consumers rely on the internet and search engines to interact with local businesses. According to Google, “four in five consumers use search engines to find products, services or experiences nearby.” These are searches for anything, from the best pizza in town to the fastest hair salon. Local search is what drives consumers to a business’s front door, and ultimately drives top-line revenue for local business.
Make sure that your business gets it right, and isn’t missing from vital local search results. Start using data aggregator: it’s the first step in building accurate online citations and mastering local SEO.
CBD is one of the hottest trends in consumer goods right now.
Many leading consumer brands are spinning up CBD-infused, hemp-based products and even full product lines dedicated to the additive known to relieve pain, anxiety and improve sleeplessness.
It is common knowledge that major digital advertising channels like Facebook, Instagram, Google, Amazon and, most recently, Snapchat will not allow CBD brands to run paid advertisements, brands are differentiating themselves with beautiful graphics, interactive websites, valuable knowledge based content supported by strong SEO strategies, user-generated social content and earned media.
While effective, these channels are becoming saturated, and brands are missing out on the growth-accelerating power of paid acquisition, leaving a booming industry to wonder – where can you advertise a CBD brand???
One option is to outsource your marketing to an agency with a team of expert marketers constantly developing creative strategies to navigate such challenges. But if you’re going to attempt to do it yourself, here are six effective ways you can effectively advertise your CBD brand and products, despite limitations on major platforms. Ready? Here we go...
1. Influencer Marketing:
Influencer marketing allows brands to reach a wider audience on social by tapping into the communities of tastemakers in relevant industries. Your brand can leverage the trust that influencers have built with their followers to promote your products in an organic way. Sometimes, picking the right influencers for your brand can be tricky – keep in mind that sometimes influencers with smaller, niche audiences can make better partners for brands than influencers with broader reach, but less engagement.
2. Affiliate Marketing
Leverage publishers to generate traffic to your website. Because affiliate fees are completely performance-based, working with affiliate networks offers your brand a low-risk way to generate quality traffic. Be sure that your conversion and retention strategies are in place, as customers from affiliate partners often present the highest potential customer lifetime value (CLV).
3. Native Advertising
Native advertising is a form of advertising, typically within a digital publication, where placements are made to look like relevant content. By placing your content into publications like Jerseycitycanna with thousands of active readers of all shapes and sizes, you can leverage their audiences to grow awareness for your brand.
4. Out-of-Home Advertising
We are talking BILLBOARDS here people. Sounds old-school, sounds dated but we should never rule out time tested strategies - if done properly - it works. This traditional form of marketing presents a great way to grow awareness and move products in specific retail locations, the drawback is that it can be expensive and results cannot be tracked.
5. Podcast Ads
Marketing your brand to dedicated podcast listeners is another great way to boost awareness. Though it can be expensive, placing ads into relevant podcasts associates your brand with personalities listeners trust.
In conclusion: The CBD industry continues to spread like a "weed" through organic channels. With these 5 paid acquisition methods, CBD brands can add fuel to the fire for organic growth, despite extremely limiting restrictions on major digital platforms. As with any paid acquisition strategy, brands should be attentive to data, always testing and optimizing strategies to maximize budgets for ROI.
To learn more on how we can help contact us today.