• by Laurie Sullivan , Staff Writer @lauriesullivan, April 7, 2011

A deal between Localeze and ReachLocal unveiled earlier this week is being touted by the two companies as the "control" switch for online identities. The listings highlight name, location, telephone number, strengths, weaknesses, and how the company differs from others. The story about core competencies and strengths wrapped into a few sentences need to entice potential customers to click through to the Web site or pick up the phone and call. Think of it similar to a paid search ad, but with mmlore details.

It seems so simple, but location-based local check-in services from companies such as Foursquare, Gowalla and a multitude of sources continues to prompt the need for businesses to monitor information in business directories. Marketers are familiar with the time-consuming task. While its similar to monitoring and updating personal information in Google Profile, business listings create a clear path from keyword terms people search on engines to business listings or company Web sites.

Consumers perform more than three billion local searches monthly for nearby products and services, according to Localeze. Not only do these searches occur on desktop computers, but also mobile devices. Google estimates between 15% and 30% of site traffic will come from mobile devices within 18 months. After looking up a local business on a smartphone, 61% of users call the business and 59% visit the location, according to the BIA/Kelsey Group.

David Dague, vice president of marketing at Localeze, says the offering supported by ReachCast's data syndication network signifies the move from managing elementary online identities to more sophisticated profiles that might include video and maps.

Location-based check-in services such as Foursquare and Gowalla should become an incentive for businesses to keep profile data updated and monitored, Dague says. "If I check into a location and didn't see information on a specific business I might be motivated to create that listing," he says. "I might write 'I'm at the Cantina on South Street, so stop in and have a drink,' but the information i give about the location might not be completely accurate."

ReachLocal has worked with Localeze, which powers the places databases for Facebook and Twitter, for more than five years. The partnership helps support business data integration through small and mid-size business products.