Who Provides Facebook’s Local-Business Data?

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I’ve never created a Facebook page for Local Visibility System, LLC:

Sure, I created a Facebook page for myself about 10 years ago (and haven’t spent any time there in probably 7-8 years).  But I didn’t make one for the business, because I prefer my site and email list to be home base.  Call me crazy.

Some years ago I created listings on the basic sites.  Lest the shoemaker’s son go unshod, every now and then I do a quick check on my basic listings / citations.  As a true local SEO geek, I like to see which listings are new, which have changed, which have gone the way of tie-dye and free love, etc.

My first stop was (as always) Moz Local, where I noticed that seemingly new, threadbare Facebook page for the first time.

The first thing I noticed about the Facebook page was that it didn’t include the “LLC” at the end of my business name.  I always include the “LLC” in my business name (not that it matters for SEO purposes).  That tells me that Facebook is probably grabbing my business info from a place where I’m listed simply as “Local Visibility System.”

So I checked out the usual suspects.  Turns out I’m not on Acxiom or LocalEze.

Then I checked InfoGroup.  I’ve been listed there for a long time, but the name doesn’t match.

So what site caused Facebook to squirt out a business page for me?

The answer is…Factual.

It was a Moz Local scan that alerted me to the name-match in the first place.

If I was paying attention a couple months ago I might not have had to do any gumshoeing.  Turns out Factual announced (quietly) its local-data partnership with Facebook.

I know I didn’t have a business Facebook page before then, so it all makes sense now.

According to David Mihm’s Local Search Ecosystem graphic, it’s possible that other sources still feed Facebook directly.  But the Factual-Facebook partnership is so new that maybe it’s now exclusive.

Anyway, on a practical level, why should you care that Factual feeds business info to Facebook?

  1. It can help you clean up duplicate Facebook pages – which are a common burr in the saddle.
  1. If you’re having problems making changes to or removing a Facebook page, try to update Factual (manually, or through one of its trusted partners, or through their API if you’re a hardcore geek).
  1. If you do not want a Facebook page for your business, try to squash it at Factual.
  1. If you don’t want your address showing on your Facebook page, try to get the address concealed at Factual.
  1. In general, Factual may be more important than you’d think. (It’s long been a data-provider for Apple Maps, for instance.)

Any Facebook or Factual fiascos you’d like to share?

Do you know of any other little-known data-feeding relationships between sites?


Leave a comment!


  1. avatar Gerry Foster says:

    Nice post here Phil. I was wondering this very same thing this morning when I saw the update to Facebook’s local push on mobile (in the notifications area).

    Thanks for the info!

  2. Nice sleuthing, Phil. Haven’t had a chance to update that graphic in awhile but will certainly reference this article when I do so 🙂

  3. Investigation complete – nice work Phil – off to the next case 😉

  4. Great detective work! It’s always satisfying when you try to peek behind the curtain and actually find what you were looking for. Gives you that satisfaction of being “in the know” which is always nice 🙂

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