LISTINGS FAQ

WHY ISN'T THIS A ONE-TIME FIX? WHY AM I PAYING TO HAVE LISTINGS MONITORED?

Each app, map app, search engine, directory, GPS system, social network and review site compiles information about your business from a wide array of ever-changing sources such as data aggregators, social posts, user-generated content, legacy data, and county and state tax data. When they gather that data they all have different algorithms for processing it and displaying it, or not displaying it in business listings.

This constant data churn creates a perpetual cycle of sources competing for control over the location data displayed. Studies show that the average business will register an unintended change to their name, address, or phone number every six days equaling 61 core changes annually. The Pathmark Digital system locks your data and keeps control over your data in your hands.

Google

SO HOW ARE YOU DIFFERENT THAN OTHERS LIKE MOZ LOCAL AND ADVICE LOCAL?

We're more expensive. Let's get that out of the way. There is good reason and like so many things, you get what you pay for; with Pathmark you're paying for a persistent digital connection to your location data - technology that allows us to lock your data and protect it's integrity. All of the others use outsourced labor in the Philippines and India to manually submit your data which the publishers may or may not accept. We pay for API access straight to the databases. 

WHAT DOES THAT MEAN IN LAYMAN'S TERMS?

Three primary things differentiate us: guaranteed placement, speed and accuracy. Other vendors 'submit' your information. Pathmark will get your information published. Other vendors say if your information is accepted it will be published it will be in 8-12 weeks. Our listings go live in as few as a two hours, most in 48 hours. Say for example you're changing your hours for a holiday. Our changes happen in real-time, the others' submission process begins the 8-12 week process all over. Or perhaps your business wants to promote an offer based on something that happens without 8-12 weeks lead time like a major weather event, Pathmark Digital can push out a special offer in real-time.

I ALREADY MANAGE MY GOOGLE MY BUSINESS LISTING.

Glad to hear it. It tells us you understand digital primacy. It's important to see the larger picture; managing your GMB listing won't correct your location data across the web - not even on Google itself. Using bots called crawlers Google cross-validates data across the web. User experience is a fundamental driver at Google and it determines what they display and what importance they assign to it. If your location data is inconsistent or missing across the Internet, Google assigns a low trust score to it - and not wanting to send Google users to an old address or a closed business it promote those businesses with a higher trust score. The user experience also factors in page load speed, encryption, and quality of content, however that's a related but separate topic. Below is a representation of the cross-validation process.

pathmark-digital-network-connections
The cross-validation process illustrated.

HOW DO I KNOW IF THIS IS WHERE I NEED TO SPEND MY MONEY?

You're a business owner, professional, manager - maybe all three - so you're not a doofus. Consider your own behavior and how you use your devices to make buying decisions and getting there. Look in any public space and watch people interact with their mobile devices constantly. We could push a bunch of statistics at you but this is really common sense. Have you gone somewhere to find it closed or moved? You didn't spend money there. Incorrect listings mean lost sales. If you have incorrect listings we can fix those - right now - so you're not on the losing end of the equation.

I already have a website.

That's a great starting point. How do you drive traffic to it? You may know that inbound links do much to boost search engine rank. With the Pathmark Digital Listing program you will have 60+ inbound links from major authoritative websites.

I RECOGNIZE THE MAJOR SITES, SOME OF THE OTHERS NOT SO MUCH.

We work with the biggest apps, maps, directories, and sites so you get maximum visibility, and working with the smaller sites like Citysearch and Superpages plays an important role in the overall process. As we mentioned above, the big sites like Google cross-validate with all the other sites to score the quality of your data. The more places your location data is correct, the higher your search ranking can go. It's also good business to be found found everywhere potential customers are searching.