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BizReport : Ecommerce archives : May 04, 2009


Localeze offers 'Confidence' score

Local marketers could get a boost from a new Localeze offering. The Localeze Confidence Score launched a few days ago taking up the position of 'more relevant' search results. The tool bases search results on queries from consumers looking for an online business listing.

by Kristina Knight

localeze.gifThe tool analyzes local business names, phone numbers and addresses. The information is then validated so that the engine can apply a search algorithm. From there a Confidence Score is generated; the Confidence Score is then used by search engines when the engine is serving local listings through search queries. The Confidence Score and local listings are served through applications like Google Maps, Yahoo Local, Superpages and Yellowpages.com.

Confidence Scores range from 0 to 100; fourteen different parameters go into the scoring system. Listing scores are updated monthly. Higher scores are considered more accurate but that is not to say that low scores are automatically seen as inaccurate.

In addition to serving local vendor information to consumers, the tool allows businesses to control their profiles by giving them the ability to input and delete business information from the registry. In this way local businesses can keep their profiles up to date with new products and services quickly; this also helps to keep the Confidence Score high because listing which are regularly updates are considered more accurate.

A new report from Borrell Associates indicates that local websites are finally beginning to turn the corner on pureplay competitors. According to the "What Local Web Sites Earn: 2008 Survey" pureplay sites are still in the driver's seat with $12.6 billion in revenue, but local sites are beginning to catch up.

Online listings, along with the right content and marketing, should help local sites continue their growth over the next few years.






Tags: Borrell Associates, local business listing, local content, local search, Localeze, search marketing








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