Anchor business ID by keeping listings consistent

01/24/2012 | MarketingProfs

Marketers can inadvertently dilute a company's "anchor" identity -- its basic business listing -- with their digital marketing, writes Gib Olander. Changing information such as the business name, address and phone number for a short-term promotion, for example, can hurt the company's search engine results, Olander notes. It's also important to monitor and claim relevant local search listings for mobile searchers, he adds.

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