YP Digital Presence Promises Businesses ‘Complete Location Information Control’

YP’s been on an aggressive product rollout the last few weeks, and its latest, ypPresence Plus, promises to tie them all together as businesses struggle to ensure they have the most up-to-date details about their locations across all digital channels.

The concept of Digital Presence Management refers to the process of overseeing and correcting all information about a business location across desktop, mobile, social media, interactive reviews, mapping/navigation platforms, store pages, directory listings, and anywhere else a consumer can encounter and seek knowledge about a brand’s place.

“A strong digital presence begins with a website and continues with a consistent, up-to-date business profile that consumers can access online and on mobile devices,” says Stu MacFarlane, EVP of Product and Marketing at YP.

“It can be time consuming and difficult for business owners to manage their information in all the places it appears,” MacFarlane adds. “ypPresence Plus gives business owners control over their listings, ensuring that consumers across the web have the information they need to feel confident about contacting the business.”

It’s About Local Discovery

YP is billing ypPresence Plus as the latest in a series of enhancements to YP’s portfolio of integrated solutions, including the recent launch of ypWebsite Pro, which is meant to help local companies create a central internet hub. With ypWebsite Pro, local businesses have the ability to earn top rankings in organic search results and get found on local directory sites.

The addition of ypPresence Plus is designed to ensure that as local places see their discoverability rise, consumers will be able to find real-time data about those business locations.

“Local business owners can lock in critical business information for each location so it can be showcased across more than 60 sites, including the ready-to-buy audience on yellowpages.com,” a YP representative tells GeoMarketing. This helps build credibility with search engines and ensure core information is accurate when a consumer is ready to make a purchase.

YP is working with Digital Presence Management specialist and Knowledge Engine Yext as a partner on ypPresence Plus. (Full disclosure: Yext is GeoMarketing’s parent company. More on that relationship here.)

“We’ve heard from clients that ypPresence Plus works, delivering accurate online information, which helps drive clicks, calls and customers,” the YP rep says. “In a study of more than 1,400 clients, ypPresence Plus delivered 98 percent accuracy across publishers for core content.”

One client,Jan Steinlage, marketing director of Kansas and Missouri based Saylor Insurance Service, says that “ypPresence Plus saves me time so that I can focus on other areas of marketing and growing our business. It gives me peace of mind knowing that our business now has a better online presence, which is something I did not have the time nor expertise for.”

The Costs Poor Digital Presence Management

For years, YP has explored the ways consumers zig-zag from device to device, platform to platform, online-to-offline when searching for products and services.  The fragmented customer journey makes it harder than ever for brands to be where local consumers are looking and to gauge success.

If a business has inconsistent or wrong information related to a location, the loss of that consumer’s spending isn’t just a one-time problem; it represents a basic loss of trust that another brand can capture and retain.

Considering that on average, business owners will see their information changed, without their consent, every six days on one of 60 leading sites consumers find a business on, it’s critical that business ownerstake control of their online data, YP notes.

Without actively managing it, vital business information, such as a business name, address and phone number, may be listed incorrectly on sites that consumers visit frequently.

Since consumers use multiple sources in their search for local businesses – everything from websites to search engines to review sites to social media – it is imperative that the data is accurate and consistent.

In terms of quantifying the problem, research by comScore conducted on behalf of YP found that YP users reference an average 5.6 sources of information. Consumers also say that they are much less likely to contact businesses that have inaccurate or incomplete information online.

While the rise of connected intelligence through voice-activated digital assistants like Siri and Alexa may soon call the idea of a brand’s website into question, brands need to ensure they have a handle on the details that define their outlets — and on their terms.

Powered by WPeMatico

YP Taps Verve To Help Expand National-To-Local Ad Reach

YP has signed up Verve as a display ad distribution partner as the company, which bills itself as “The Real Yellow Pages” looks to expand its reach and focus to serving national brands that want to target local consumers.

The deal comes a week after the rollout of ypWebsite Pro, which helps local brands create central internet hub with a mobile-responsive, SEO-ready website.

This agreement between YP and Verve is actually an expansion of an earlier partnership to power YP’s mobile display for SMBs by extending similar capabilities to national brands.

YP’s pitch to brands is that consumers arrive at YP’s sites by searching for a specific local product or service.

The company backs that up by citing conducted by comScore on behalf of YP, 74 percent of YP users make a purchase after searching, and those searchers spend an average of 34 percent more per purchase than all searchers.

Therefore, serving YP’s display ads to those “intent-focused” consumers would seem to be particularly valuable — especially outside of the confines of the websites within YP’s own network. Working with Verve will spread those display ads to placements within the apps and publisher sites that Verve is aligned with.

“With millions of users, YP is committed to connecting local businesses with consumers wherever they are, on whatever device or medium they’re using,” said YP CEO Jared Rowe. “We rely on industry leading partners like Verve to help us expand our reach beyond our owned and operated channels. This agreement allows us to focus on our large consumer audience while delivering even more value to our clients.”

Although the emergence of connected intelligence through voice-activated digital assistants like Siri and Alexa may soon call the utility of a brand’s website into question, the fact remains that brands need a central hub for the vital business information consumers need, Stu MacFarlane, Executive Vice President of Products and Marketing at YP, noted in an interview with GeoMarketing last week.

“Websites are foundational to connecting local businesses with consumers, and a strong SEO strategy is critical to delivering traffic to their sites,” MacFarlane said.

From Verve’s vantage point, the idea of display ads being “static” or leading to banner blindness, particularly within the mobile space, ignores the fact that they still reach and influence millions of consumers.

“Mobile marketing is far more than a banner displayed on a phone,” said Verve CEO and President Tom Kenney. “It is a powerful opportunity for brands and publishers to deliver extremely relevant and localized messages in contextual moments that resonate with consumers. We look forward to combining the Verve location-powered insights and targeting model with YP’s exceptionally large user base to deliver superior consumer experiences and tangible business results for advertisers.”

 

 

Powered by WPeMatico

As Social, Voice, And Visual Search Rises, YP Finds That Websites Remain ‘Foundational’ For Locals

While the rise of connected intelligence through voice-activated digital assistants like Siri and Alexa may soon call the idea of a brand’s website into question, the fact remains that brands need a central hub for the vital business information consumers need.

Even a Facebook page or accounts on Instagram or Twitter are not enough for local businesses who want to achieve wider SEO aims, says local media and directory services platform YP.

The company’s launch of ypWebsite Pro this week is meant to help local brands create that central internet hub. The new tool promises local businesses the ability to earn top rankings in organic search results and get found on local directory sites.

With ypWebsite Pro, local businesses get a mobile responsive, content-rich website supplemented by a full range of SEO services designed to improve rankings on Google and other leading search engines, YP says in a blog post.

But YP is quick to note that this is not simply another custom website-builder that hosting companies like GoDaddy provide. The YP offering also enables local businesses to claim, update and manage their business listings across more than 60 search, social and directory sites to ensure accurate and consistent information across the web.

“Websites are foundational to connecting local businesses with consumers, and a strong SEO strategy is critical to delivering traffic to their sites,” said Stu MacFarlane, Executive Vice President of Products and Marketing at YP.

“The ypWebsite Pro product is proving to be an extremely valuable SEO solution for our clients, MacFarlane added. “Results from extensive product trials show that over 70 percent of keywords rank on page one of Google after five months or less.”

The new product is also meant to connect the more than 50 million monthly visitors looking for on yellowpages.com. Clients that combine ypWebsite Pro with a ypLocalAds product get preferred access to this ready-to-buy audience in a way that drives high-value leads to client websites and works as a perfect supplement to SEO efforts.

It is worth noting that YP isn’t just focusing on websites these days. The company recently expanded its partnership with Microsoft’s Bing for the Redmond software company’s artificial intelligence assistant, Cortana.

“YP’s relationship with Bing and Microsoft gives us access to new features and avenues to help us optimize search campaigns to deliver more quality leads for our advertisers,” Rich Maraschi, VP, Advertising Products at YP, The Real Yellow Pages, told us last month. “Voice search is an emerging channel for small businesses to use to connect with consumers. We are working closely with Bing on the strategies for how to use Cortana to get quality, targeted leads for businesses.”

The move is part of an investment by YP to provide “better integrated solutions” that enable local businesses to build their presence, MacFarlane says.

GeoMarketing: Is ypWebsite Pro intended for specific kinds of local businesses?

Stu MacFarlane: ypWebsite Pro is ideal for the kind of local businesses that would be those interested in looking to outperform their competition, are digital market savvy (meaning that they understand the value of SEO and interested in diversifying digital marketing portfolio), and businesses with perhaps a poorly designed website or looking to upgrade or redesign their YP website.

Is there a particular profile of SMB who would benefit from it?

Some of the key customers segments (SMBs) for this product include construction/contractors, dentists, insurance, auto repair & service, plumbers, legal services, medical services, and physicians and surgeons. That said, ypWebsite Pro can be a great fit for a wide range of SMB business types. More importantly, the types for businesses that can benefit the most from it are those who are not currently showing up organically on the first page of search results for important terms in their category and geography and are missing out on potential customers as a result.

What’s the value of ypWebsite Pro generally versus other kinds of pages that SMBs might have, such as Facebook Pages or Google My Business?

First and foremost, a business’ website serves as the digital storefront and is an indispensable piece of their presence in this day and age. A website builds credibility and trust for your business, further building your brand. Additionally, ypWebsite Pro provides the benefit of ownership of your content as opposed to allowing outside entities to own/control the content.

How customizable are ypWebsite Pro pages?

ypWebsite Pro allows for a customized, content-rich, and compelling site with 10-15 pages of carefully researched content that reflects the client’s business. The sites are not templated or “cookie cutter” but rather are customized the client’s needs. ypWebsitePro also offers a new blog post on the website each month that is industry specific (to the client’s business) and relevant information formatted for any device.

Powered by WPeMatico

Inspiring the American Dream With Intelligent Design

Subscribe For The Latest Updates

Sign up for the Mortgage Geek newsletter and get access to articles curated just for you!