In the ever-evolving landscape of digital marketing, change is the only constant. Acxiom, one of the major players in the directory and local search market, has officially announced that it will retire its directory and local search products by the end of 2019. This shift, driven in part by compliance with the California Consumer Privacy Act (CCPA), opens up new opportunities and challenges for local businesses striving to maintain a robust online presence.
The Implications of Acxiom's Exit
Acxiom's departure from the data aggregator market leaves us with just three of the "big four" data aggregators: Infogroup, Neustar Localeze, and Factual. But what does this mean for local businesses and the way they manage their online listings?
A Shift in Data Management
With Acxiom's retirement, existing listings on platforms like Yelp, Dex, and Superpages will need new management pathways. This could lead to a period of adjustment as businesses transition their data to the remaining aggregators. As Vicky Chandler notes, "Acxiom's exit will require one or more of the other aggregators to take over the management and updating of listings previously handled by Acxiom."
This could potentially lead to inconsistencies or delays in how your business information appears online if not managed correctly.
BrightLocal's Commitment
For BrightLocal users, the shift means that we will cease submissions to Acxiom by the end of 2019. However, we are committed to ensuring that your data remains active across various platforms. "We believe there is still excellent value in their network," Chandler emphasizes, indicating that we'll continue pushing data to Acxiom until the final day of operation.
After January 2020, you can rest assured that we will manage and update your listings through the other remaining aggregators. This transition should be smooth, but it’s a great opportunity to evaluate your citation strategy and ensure your business data is comprehensive and consistent across all platforms.
A Call to Action
While there’s no immediate action required for BrightLocal customers, it’s worth considering expanding your citation strategy now. The full bundle of data aggregators offers a 25% discount, making it an attractive option for those relying solely on Acxiom.
Final Thoughts
As we navigate these changes, remember: in the realm of local SEO, staying ahead of the curve is essential. Ensure your business is utilizing all available resources to maintain visibility and accessibility online.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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