• by Laurie Sullivan  @lauriesullivan, December 15, 2015

NavAds BV, a provider of location content to databases that power navigation and mapping systems, will announce a partnership with Moz to draw from the search agency's location-based data pool. The announcement, scheduled for Wednesday, emphasizes the growing need for search marketers to support location-based services and the importance of optimizing data.

The search agency will extend Moz Local's network to NavAds BV's data for both the U.S. and the UK as part of an ongoing effort to improve the visibility of customer locations, confirms Dudley Carr, VP of engineering and GM of Moz Local. This means search experts will update business data in Moz Local listings to support NavAds' efforts to provide better visibility from social, search and directory sites when consumers seek location information primarily in car, but also some other navigation platforms.

NavAds Chief Strategy Officer Gideon Rubin told Search Marketing Daily that he views NavAds as the mapping channel, adding capabilities that enable consumers to find businesses on a variety of navigation platforms.

Companies like British Petroleum give NavAds their data, such as the addresses and names of all their fuel stations. NavAds will confirm the accuracy of the data to ensure the map information remains correct. A simple street address doesn't always turn up in the correct place. "Some mapping providers still view the earth as square, and others view it as round," Rubin says.

Publisher partnerships and application program interface (API) integration with TomTom Maps, HERE Maps, Apple Maps, Factual and others make NavAds a provider of globally available, multichannel navigation data for enterprises and multinational marketing agencies.

In a similar partnership, NavAds also works with companies in Europe such as Uberall, which Rubin compared to Yext in the United States.

NavAds recently opened a new office in San Diego, the first in the United States. Rubin will work to build out the company's position in the U.S.

For now, the Moz product suite includes Moz Pro for search marketing, Moz Local for local search marketing, Moz Content for content marketing and Followerwonk for Twitter analytics.