Home  › Marketing › Local
scan-results-1-copy

Yahoo Launches Listing Management Tool for Small Business

  |  June 17, 2013   |  Comments

Yahoo today announced the release of Localworks, a product that it says will help small businesses recapture sales they may be losing due to incorrect or outdated online listings.

Yahoo today announced the release of Localworks, a product that it says will help small businesses recapture sales they may be losing due to incorrect or outdated online listings.

The new product, which Yahoo is launching in connection with location software company Yext, is designed to help companies easily update their online listings across more than 40 online platforms designed to reach 150 million local searchers, according to Tom Byun, VP, Yahoo Small Business.

scan-results-1-copy

"We saw the need to provide an offering that helps small businesses easily provide the correct information for online listings, as this is a lost opportunity for them," Byun says.

He cites a 2012 study conducted for Yext by analysts Greg Sterling and Andrew Shotland estimating that local merchants lose $10.3 billion in sales each year due to inaccurate local listings. The analysis of 40,000 listings found that 43 percent of local listings had missing or incorrect addresses. It also found a negative consumer reaction to the discovery of wrong information with 22 percent of those polled saying they wouldn't trust the source again and about 15 percent saying they would look for another merchant.

While Yext offers its own set of products in the area of listings management, Localworks is specifically targeted to reach Yahoo's base of more than one million small business subscribers, according to Virginia Hines, senior product manager at Yahoo. The new offering integrates Yahoo Local - which enables business owners to submit basic or enhanced listing information that is displayed in Yahoo's local search results - with location data provided by Yext. Yahoo Local's business directories, offered for numerous cities, offer local searchers ratings and reviews, maps, and events where users can look up things such as hours of operation, photos, and driving directions.

"We added proprietary local data around performance of the listing on Yahoo Local and we do our own moderation to ensure listing quality," says Hines. Besides being able to easily locate inaccuracies or deficits in their online listings and correct them in one place, Localworks also allows users to monitor whether their entry has been updated by a site or is still pending. Other features include a reputation management page where business owners can follow reviews and blog ratings and respond to them, as well as a page that shows listing performance, with data on impressions, profile views, and click-through rates on special offers. It also enables companies to add photos, videos, and other content to their business listings.

The introductory price for Localworks is $30 per month and eventually Yahoo plans to bundle it with other services for small businesses designed to help them "amplify their business information," according to Hines. She says it is the first product in a line of targeted advertising solutions for small business owners to be released later this year.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Mary Lisbeth  D'Amico

Mary Lisbeth D'Amico is a freelance writer based in Jersey City who frequently covers digital marketing, social media, tech startups, and venture capital. She has contributed to a wide range of publications including The Wall Street Journal, Business Week, Red Herring, and Real Deals. Find her on Twitter at @mldamico.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Chinese Speaking Copywriter
      Chinese Speaking Copywriter (Agora Financial) - BaltimoreDo you speak Chinese? Are you interested in economics and finance or want to learn more...
    • Video/Digital Media Designer
      Video/Digital Media Designer (Confidential) - Delray BeachFull service corporate video production studio looking to hire a creative, and highly...
    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...