Foursquare Social Check-ins turn into a Local Data Aggregator
Foursquare has long-been and quietly turned into a local data aggregator since 2013 Source – moz.com. More on this below.
Foursquare has been evolving in local search ever since they were a social check-in platform in 2009. I did jump on it right off the bat, although haven’t done much with it since 2017. My first 2 check-ins:
For you privy folks, it’s always been a social connection just like you have connections on Twitter, Instagram, LinkedIn and Facebook. As a consumer, I’ve always been interested in places my connections visit and always consider these places from that trust.
In fact, in 2015 trusted local Foursquare contributor Ed Kohler mentioned a cool fact about Pizza Nea’s wi-fi access that helped turned me into a fairly regular customer. Their wood-fired pizza alone is delicious and worth the visit. This is just one of many examples as a consumer.
Foursquare has slowly but surely come out as not just a social connection, but a beyond-solid local data aggregator along with Infogroup, Localeze, Factual (not sure on the price, it used to be free), and Acxion (retiring local search operations at the end of 2019) source – BrightLocal
In 2018, Acxiom was acquired by publicly-traded advertising company IPG. In order to comply with the California Consumer Privacy Act (CCPA) which comes into effect on January 1st, 2020, Acxiom will be retiring its directory and local search productsBright Local
Foursquare has been a natural fit for this and I’m sure it’s been their long-term goal. They’ve always had their social game and imagine that they’ve always used this data for their local aggregate data.
Signing up for national aggregate data providers has its pros and cons. A pro is you have the consistent Name, Address, Phone (NAP) information consistently across the web (huge for SEO). A con is you’re more open to unsolicited sales calls from companies who you don’t choose to engage.
In my opinion, the pros outweigh the cons. Just watch out for any unsolicited sales calls.
For Foursquare, you will probably find your own business/company/organization when you search and claim yourself. As of now, it will cost you a one-time $20.00 fee to officially claim your business location.
This may also make it easier to acquire the right amount of local citations. A recent Search Engine Land article asks experts whether local citations matter anymore. I’m definitely in the camp where it’s not nearly as important as it was 5 years. Ago. I liken it to inbound linking debates 15 years ago. It’s not the quantity, but the quality. Google My Business (GMB), Yelp, Facebook, Foursquare, and a company called Factual alone is a really good start (IMO).
My perception is that Foursquare has an upper hand over other local data aggregators when you combine their 10 years of social marketing in the mix. What are your thoughts? And, should we continue to add more social content to Foursquare as users to help with the social aspect?