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Friday, April 22, 2022

Get Listed on the Local Search “Big Four”



You may not be aware of it now, but it’s likely that your business has suffered at the hands of incorrect business listings.

And as a customer, I’m sure you know from experience the impact it can have. To put it bluntly, when someone is trying to buy a product or service and an incorrect listing makes that process more challenging, that customer will waste no time finding another place to spend their hard-earned money.

Don’t let your customers lose out on business because of incorrect listings—claim and correct them instead!


Out with the old, in with the new

As you are probably aware phone books are starting to corner the doorstop and firestarter market. As tech-savvy generations age and account for larger percentages of our population, target customers are continuing to shift further away from paper and toward digital. 63% of people under 40 never use phone books to find local listings. This means having your business listed online is critical to tapping into a huge demographic of potential customers in the up-and-coming 80-million Millennial generation.


The Internet’s hottest spots

With 85% of consumers browsing online to find your business, it’s more important than ever to be showing present and accurate NAP (name, address, phone number) data in the internet’s hottest spots. For this article, we will narrow our focus to “The Big Four”: Bing, Yelp, YellowPages, and Google. These four listing hubs account for 85% of all search traffic and provide businesses with access to 314 million monthly users, these are the listings you want to be claimed, corrected, and working in your favor for free.

(1) Bing

Bing is a big up-and-comer in the digital world. This engine now accounts for 30% of all searches performed online. That’s a huge amount of traffic for local consumers looking for your business. Accessible from Bing Places, getting a business online is as easy as one, two, three!

(2) Yelp

Traditionally known as a review platform, Yelp has evolved into a one-stop-shop for your businesses to manage information and reviews, as well as post photos, promotions, and events for your customers all under the roof of one little listing. Yelp is a huge draw to businesses because it has so much to offer and so much traffic! With up to 36.3 million monthly users looking for reputable and trustworthy businesses, wouldn’t it be great to get found on Yelp? Get started now.

(3) YellowPages

Aptly named for its predecessor, YellowPages (or YP as we more affectionately know it) has taken over where the original Yellow Pages left off. With a built-in user base from its paper days, YellowPages has already wormed its way into customers' hearts and become a reliable source for listing information. On top of all that, YP has some of the highest US local search numbers in the game, making it the perfect place for your business to get found online. Get started here and get YellowPages working for those local businesses of yours!

(4) Google

“Just Google it” has become a common phrase in most of our daily lives, so it should come as no surprise that its listing source, Google My Business, makes our Big Four. Unique to the other three, Google’s demographic reaches far beyond the female decision-makers, 45+ age group, and $60,000+ income earners using Bing, Yelp, and YellowPages. In fact, part of Google My Business’ draw is that its listings are seen by everyone who uses Google. With up to 175 million monthly users across every demographic, that’s a pretty big draw.

Not only does Google My Business get you found in searches, but on Google Maps as well! Accounting for 78% of mobile travel usage, if your business isn’t on found on Google My Business, there’s a good chance it’s not getting found in real life either. Don’t send customers driving around in circles; get your businesses on Google my Business now.


Accuracy really is everything

Now that we’ve talked about where to be listed online, let’s talk about how your business information should be listed online—100% accurately! Customers trust Bing, Yelp, YellowPages, and Google to give them the correct information they need to find the business they’re looking for, and when the information is incorrect, customers lose major trust in the brand. Not only can inaccurate business listings and inconsistent NAP data diminish your brand, but did you know it can also affect search engine optimization (SEO)? Yep, you read that right! Listings with false location information are the #1 negative local ranking factor when it comes to SEO. So, not only can false listing data make it hard for customers to find you physically, but online, too.

As you can very well see, being present and being accurate where it matters most in online listings is crucial to survival in today’s dog-eat-dog digital world.

Critical Data For Online Business Listings

Listings for local SEO

If you want to rank well in local search, you need consistent NAP data, website, hours, and more across all major listing directories. This is essential for search engines to validate you as a credible local business.

The more accurate and consistent data there is about your business across the web, the more search engines will trust the validity of the business. And the more the search engines trust the business, the higher they will rank in local SERPs (Search Engine Results Page).

According to Moz in their 2017 Local Search Ranking Factors survey, 13% of professionals list citation signals as the most important element in the Local Pack Ranking factor.

 

local listing factors

Moz, 2017


What’s in an online business listing?

The information contained in business listings can vary across verticals and directories—but some key pieces of information hold true across them all.

NAP Data

The most crucial data held in a business listing is the NAP data-name, address, and phone number information. NAP data is critical for the online visibility of any business, and every listing source contains this information for the businesses listed. Having correct NAP data ensures that not only will consumers find your business online, but that consumers will also have accurate, up-to-date information on how to contact you.

NAP data is also important for search engines like Google to display your business in geo-targeted searches. If someone is searching for “good seafood” in the Boston area, the local Boston seafood places with correct NAP data will appear. Of course, Google gives search ranking priority to businesses with correct NAP data—how else are they supposed to tell where you are, what you do, and if you’re even a legitimate business at all?

The stats

Consumers are looking for your business! What exactly are they looking for?

  • 53% of mobile searchers are looking for directions
  • 50% are looking for business addresses

Think with Google

Despite the importance of accurate NAP data, our data shows that many businesses are failing even at this basic step into the world of listings.

  • 86% of businesses have either missing or incorrect company name information listed across all listings sources
  • 72% of businesses have either missing or incorrect address information listed across all listings sources
  • 71% of businesses have either missing or incorrect phone number information listed across all listings sources

Data were taken from the 140,000+ local businesses in our system

Hours of Operation

One of the most important details about your business to include besides NAP data is the hours of operation. When a consumer is searching for their business (or their goods/services), they have high purchase intent and are likely searching for an immediate need.

The consumer will likely visit a business after the business is shown as “open” on their Google search.

hours of operation

If your business has no hours listed, the consumer would have to go out of their way to find out whether you’re open or closed from their website or a phone call. Or, worse yet, they drive to visit your business and find that you’re closed! Now they’re not only inconvenienced by not knowing your business hours, but they’re also upset for wasting their time. Let the negative reviews commence!

If your competitor has their business hours listed, they’ll likely capture that consumer. People just want their needs fulfilled—they’d be happy to spend their money at a business that has their hours correctly listed if they were coming in-store to make the purchase.

The stats

  • 73% of purchases that result from mobile searches happen within the same day, and most (63%) within a few hours
  • 76% of consumers report that they expected hours of operation information when conducting a search
  • Over 60% of consumers find that knowing the business hours helps them make their purchase decision

Localeze, 2015

Consumers are often looking to make purchases the same day that they’re searching, so make sure they know your store is open when they go looking!

Websites

Does your business have a central “hub” of information to direct users to online? Throw that website link into your business listings. Consumers will often travel from Google search into a business website to get a feel for the business and learn more about what they’re offering. So obviously, including a link to your website is important for their online presence.

The stats

  • 93% of businesses have either missing or incorrect website information listed across all listings sources
  • Only 7% of businesses have their website information correct across all listing sources
  • Nearly half of small businesses don’t have a website (Clutch)

website accuracy

Website accuracy by industry

If a user can find your website, they’ll get a better impression of your business, and likely have a more positive experience. With nearly half of small businesses not having a website, you can make your business stand out on the SERP by including your website data in the listing information.

Other listing information to include

Depending on your business vertical, there may be other pieces of information important for you to include in their online business listings.

  • Payment methods
  • Services
  • Brands
  • Holiday hours
  • Photos
  • Social profiles
  • And more!

The more information you include across all listing sources and directories, the easier it will be for consumers to find your business and purchase your products and/or services.