With 86% of search traffic coming from Google, it's no secret that managing your Google listings should be a top priority. However, neglecting listings on other publishers can negatively impact your business for two main reasons:
1. Missing out on a substantial amount of business. If 86% of search traffic comes from Google, that means 14% of consumers search for your business using a variety of other platforms – not just Google. Think of all the publishers that are specific to certain geographies and business types:
Popular publishers for Restaurants: UberEats, Doordash, OpenTable
Popular publishers for Health Systems: Vitals, WebMD, Wellness.com, Caredash
Popular publishers for Hospitality: TripAdvisor
Popular publishers for Financial Services: WiserAdvisor, Banks.com, RetirementPlanning.net
By not actively managing your listings everywhere potential customers could be searching, you're likely leaving a substantial amount of potential revenue on the table.
2. Search. Google cross references how your information is listed on other third-party sites. Any missing information or inconsistencies across your listings, such as an old phone number, sends poor trust signals to Google. As a result, Google could be less likely to rank your business in search because they're less confident in the accuracy of your company's listed information.
Ultimately, the most successful businesses – at least those that perform the best in search – optimize their listings across the most number of third-party sites.
Managing every single listing may sound like a lot of work — and it can be. To make manual updates for every listing and each location could be a full time job on its own.
However, there are other (less labor intensive) approaches to listings management. Yext supports approximately 250 third-party publishers — including Google, Facebook, and Bing — primarily via direct API integrations*. An integral resource for your listings management strategy, Yext allows you to update your listings in real time from a centralized dashboard.
Whether you are only just beginning your listings management journey or you're already comfortable working with publishers, Yext will help your organization answer every question about your business.
*Yext proprietary data
**Yext does not have an API integration with all publishers in its Publisher Network.