Create local listings
The more places a business is listed, the more visible it is. This means having multiple listings on local directories or review websites. A local business listing is essentially an online profile that features the company’s name, description, and contact information. Optimizing local marketing listings can be a great way to bring new customers to the company’s website. The following tips should be kept in mind when creating a listing:
Verification
To qualify for a local business listing, the following criteria are required:
- Business name or DBA (doing business as).
- Dedicated physical street address (match GPS).
- Local phone number that matches the city location.
- Face-to-face interaction with customers (no virtual businesses).
Business title
To rank high in the local search engines, the business title must remain consistent across all local marketing websites and directories. This helps to establish trust in the existence and location of the company. For example, if the business is called ‘Stew’s Pools’ on one site and ‘Stew’s Pool Emporium’ on another, search engines may consider these to be two separate businesses.
Search engines do not like inconsistent business listings. This means the company name, physical address, and phone number—every letter and number—must appear exactly the same across all websites. Further, be sure the same details are used on the company’s website, blog, social media profiles, local directories, and review sites to have a better chance at increasing website traffic.
Categories
This is the most important step of the listing process. Search engines use category data to determine which businesses to list for particular searches. When creating a local marketing listing on search engines like Google and Bing, sometimes they will request up to 10 categories to be selected that fit the scope of the business. Therefore, it is important to select these wisely.
Links and citations
When determining how to rank a business, search engines place a lot of importance on links and citations (mentions of a business with contact info). All things being equal, the website with the most links and citations from other high-quality websites in the local area will rank highest. Therefore, when considering how to promote the business, list the company name and contact details everywhere possible.
Patience
After verification, a company’s online listing may not appear immediately. Depending on the search engine, it may go live in a matter of minutes or days, while others require a lengthier review process, which may take up to a couple of months. Resist the urge to change the details of the listing during the wait period, as it may end up adding more time to the process.
Use Google+ My Business (MB)
Google+ My Business (MB) is considered to be one of the most important online business directories. More and more searches are conducted using mobile devices and Google+ MB is mobile-ready and extremely accessible. Further, a Google local listing is a way of obtaining an extra first-page listing (in addition to organic listings).
Local Google+ pages also add social interaction to the company’s listing so there is the added bonus of two-way communication with customers (e.g. responding to reviews and posting updates). When it comes to local Internet marketing, using these two tools is a cheap and easy way to gain exposure.
