Deduplication

Also called: Dedupe, De-duplication, Record matching.

Duplicates creep in whenever a list is built from several searches, sources or time periods. When you search an area tile by tile with many keywords, the same business turns up again and again: under "plumber," "drain cleaning" and "water heater repair," and in every tile that touches it.

The best dedupe key is a stable identifier. For Google Maps data that's the Place ID: two rows with the same Place ID are the same listing, whatever their names look like. Without one, you're matching names, addresses, phones and domains, which breaks on "LLC" suffixes, suite numbers and typos.

Decide what counts as one business. Multi-location companies have one listing per location, which is usually right for local outreach but not if you're selling to head office. Practitioners sometimes have their own listings alongside their practice. Several businesses can share one website domain.

Dedupe across time too. Merge new lists against everything you've already contacted and your suppression list, or you'll email the same people twice.

Example

A tiled search for three keywords across 200 tiles returns 5,400 rows. Deduping on Place ID leaves 1,900 unique businesses.

In Leadraft

Results are deduped on the Google Place ID, and you're charged once per business per organization, ever, even if later searches find it again.