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YP Digital Presence Promises Businesses ‘Complete Location Information Control’

'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,' said YP EVP Stu MacFarlane.

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.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.