Everyone,
This thread is a classic story of just how hard all of our jobs are in the local data space. All of the classic novel elements are in our story. We have the opening scene where our protagonist, the SMB, and their ever present digital marketing expert companion (Samwise Gamgee), discover they must solve a problem with their data. What starts out as a simple journey to Yahoo soon explodes into a expansive mission and journey into the local data ecosystem far deeper in mystery than could be believed. There is the murder of perfectly good information, the intrigue of suddenly missing data elements, the passion of the marketer to find the best solution, and the despair and loss of business for the protagonist SMB.
Unfortunately, this story has many characters and not always a great outcome. I just want to clarify a couple points that always seem to come up in this oft repeated storyline.
First, aggregators will never let you control their data. So by submitting to them, you are doing what appears to be a good thing (and I'm not in any way against it) but many here and in other forums appear to be angry at or, at the least, frustrated that the data you provided is then changed downstream or at the aggregator. To be fair to the aggregator, they aren't in the business of getting "your data" right. They make money selling lists of people and lists of businesses, and this is just part of that process. So whether you use Moz, or go direct, you can be certain of just one thing... you don't control the data, and you never will this way. The data will change, and unless you are going to check everyday from now until eternity and catch every error they compile (which you can't by the way), only one thing is for sure... you will be disappointed.
As many here know, I was formerly the Chief Data Officer for one of these firms, and I am not saying anything against them. In fact, I'm honored to still work with them because I know just how hard compiling millions of data points into these databases really is. These aggregators weren't designed to keep the bad data out or to ensure its accuracy from your point of view, but from their systems and process point of view. These two points of view won't always agree, so let's give them a break on this. They were designed, just like Moz Local and anyone who uses a "data submission" designed process, to submit data and hope that it eventually shows up. Further, the aggregators are shipping this data in chunks to publishers and sites and search engines that then mix the data with other sources in their own compilation process, often changing the data once again!
I just hate to see people get angry at the screen door for letting the cold air in. They weren't designed for that and the process of controlling data down the line is a completely different model.
Yext was built to control data. It was built to specifically come at this problem from the point of view of the business owner who (technically) should be the most authoritative source and the source with the most to lose if this data is wrong. Acting directly or through a trusted professional marketer has always been our data model to ensure as much control as possible.
And on the subject of data reverting, we've covered this here on the forum several times as to what happens when you cancel Yext, and it is really vital to understand how each publisher or site treats this differently. Moz and others that use aggregator solutions have similar claims in their FAQs that state data may revert or, in Moz's case, is definitely going to revert at two of their aggregators. This isn't a Yext issue or a Moz issue, its structurally designed that when sources of data cease to be the source anymore, they can no longer be relied upon for conflation and compilation purposes, and they are often removed from the process or age out over time.
Again, I know its frustrating, but maybe another analogy here is appropriate. Submitting to data aggregators as a solution is a lot like riding in a NYC taxi. Sure, you tell them where to go, and you hope you get there, but fundamentally, you are in the back seat and you are definitely not in control. Sometimes you have a good ride, sometimes you don't. Many times, you meander and sit there thinking, "I would have turned there" and saved yourself a lot of time and aggravation.
Yext on the other hand is owning or leasing the car and controlling exactly every turn it makes. You drive, you control, and everyone who's seen our software knows, if you make a change... it happens. However, you have to buy the car or lease the car, and you have to make the payments or you don't get to stay in control.
I'm not trying to make a claim to the value of each model, as every professional and business owner can make that call for themselves as to when you should drive the car yourself and when you should take a cab (or better, Uber). But while both are methods and modes of transportation, the value proposition (and prices) are going to be different based on your needs and objectives, and the objectives of your customers.
Thanks! and as always, if I can be of any help you are welcome to contact me directly:
@wardchristianj
christian@yext dot com
