Why You Need Location Data Management

Jason Tabeling | December 27, 2019

When it comes to digital marketing, things can seem like they move too fast. New things come up all the time. It might be the rapid growth of TikTok, privacy regulations like CCPA, or just new features in Google Ads. While the speed is undeniable, the fundamentals are still what make digital success possible.

Recently we were reminded of this fact when reviewing location data results for some of our clients. Success in location data management is an essential part of local marketing success. A business must ensure that the most accurate and complete data set is available to the sources surfacing this data, like Google and Facebook. However, it’s surprising how often businesses don’t take the time to fully complete their profile. We aren’t talking about some artificial big data function that requires decades of coding to complete. It’s as simple as fully filling out a form — or not, unfortunately.

How Location Data Management Impacts Performance

We looked at the performance of companies that had more than 30 fields completed, versus companies that had less than 30 fields completed. Based on our data, we discovered that businesses who completed more than 30 data fields, saw a 25% increase in search volume and a 37% increase in profile views.

These types of results are very important for any business. These are also the types of results that don’t require massive human capital to implement. Simply following the basic steps to complete your profile will increase results.

Three Easy Steps to Location Data Management Success

1) Claim your listing(s)
2) Fill out your profile completely
3) Update your data as things change (ex. holiday hours)

If you do these three simple things, you will see an increase in results. Then you can begin to consider plans for the next phase of optimization.

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