‘SweetIQ ‘Next Gen Listings Network’ emphasizes selective syndication and offline actions in local SEO offering’ – Martech Today
Greg Sterling says, “Enterprise local marketing platform SweetIQ says it’s taking a smarter approach to local listings distribution. The company is “emphasizing smart, perfect data on channels that matter, over the traditional bigger is better approach to listings.”
The company’s recent “Next Gen Listings Network” release takes aim at category leader Yext but equally other players in the enterprise local SEO segment. SweetIQ CEO Mohannad El-Barachi says that most companies in the local listings business indiscriminately distribute content to the same set of directories, which he contends is outdated and ineffective. (Competitor Vendasta published what it considers the “top 100” directories.)
El-Barachi says that SweetIQ’s approach is both more expansive and more selective than competitors’. “We’ve identified a much larger network of directories,” he explained. “We analyze their performance by geo and vertical; those that underperform will be replaced.” That analysis is performed quarterly, according to the company.
Rather than simply appearing in particular directories (for citation purposes), SweetIQ is seeking to measure actual performance as a criterion for continued listings distribution. That performance or conversion analysis includes offline visits and proxy data for offline visits: calls, directions, coupons and foot traffic”.
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