I received a report / scan results from Yext (or another vendor) which shows that my local listing data is inaccurate. Why do these inconsistencies and inaccuracies exist?
It's helpful to know that there are several reasons why local listing data can be reported as inaccurate or inconsistent:
Exact Match: Most scan tools (including Yext) are looking for exact match data. This means that if the person initiating the scan puts in data points (like business name, address, phone number, etc.) the tool will look for listings that have the exact same spelling, formatting, and values. Any deviation from the input will result in an "issue". Any time you see a lot of listing issues surface for your business location, it's always a good idea to identify the information entered in the scan tool to make sure it's the same as what you're providing via DoctorLogic. A slight deviation in input can create a very different set of report results.
Inaccuracies vs Inconsistencies: When it comes to listing data, there is a big difference between inaccuracies and inconstancies. Our primary goal is to ensure that accurate data exists for your business. Things like bad addresses, phone numbers, hours, etc. can have a negative impact on patient experience. As a result, we work hard to constantly audit the information that is being disseminated via our Local Data app. Of secondary concern is inconsistent data. There are hundreds of directories and services that exist online. Each one has different rules of engagement as it pertains to duplicate suppression, updates, verification, listing ownership, etc. Our software works hard to ensure that your data is consistent across the specific listing sites that we manage. In some cases, there can be a delay (days to weeks) from when we make a change to when that change is updated and reflected in a particular directory. There are also variations in how some directories categorize and display information.
Sales Pitch: A common tactic for digital marketing agencies is to run a "scan" on a business' listings which hopefully will surface inconsistencies and inaccuracies. Once an agency identifies one or more "issues" they'll use the report/scan results to open up a sales conversation with a potential customer. The report "issues" are designed to induce fear which ultimately opens the door to a deeper discussion about listing accuracy. Keep this in mind if you receive one of these reports. Reacting based on a sales pitch may not be the right move if you really value long-term results in local.
The Illusion of Control: It's a good idea to remember that listing data is not something that any one person or organization controls. Each directory sources there data from dozens of sources and has their own recipe in terms of how they prioritize one source over another. Regardless of any sales pitch you may have heard, no one has complete control of evert aspect of their Local listings. Even the best solutions, like DoctorLogic, has to operate in a ever changing ecosystem where data and the rules of data evolve. If you have a specific source that seems to be inaccurate, let our support team know so we can investigate further.