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Online Listings Management (OLM)

What Is Local Business Listing Management and Why Is It Important?

Learn about business listings management and why it's critical for helping to boost local SEO and CTR with our intro to listings sites & directories.

If you own or manage a business, ensuring the accuracy of your information on local business listing sites and directories is crucial. Why is this important? Because potential customers rely on these platforms to discover businesses nearby. Inaccurate information could mean you're missing out on valuable leads.

Moreover, it’s not solely about providing the residents of your area with the finest search results. Proper management of business listings is also a key component of any effective local SEO strategy.

The advantages are numerous, and it can feel daunting for those unfamiliar with it. Therefore, our objective in this article is to equip everyone in need with the confidence to take the first steps. Utilizing business management tools can also significantly enhance operational efficiency. Let’s begin with the fundamentals…

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What is Local Listings Management?

If you've ever searched for a local business on Google, you may have noticed the “knowledge graph” box that appears on the right side of a SERP (Search Engine Results Page). This box typically features the business name, address, phone number, website URL, hours of operation, reviews, and even images. The information displayed is sourced from what is referred to as a "business listing," with the most prominent and potentially impactful being Google Business Profile.

Local Listings Management Definition: This refers to the process of adding a business to pertinent local directories and business listing sites while ensuring that the information remains up-to-date, accurate, and consistent across various platforms over time.

The act of incorporating your business into the most reputable local directories and business listing sites, while ensuring your information is current, precise, and uniform, is commonly referred to as “local listings management.”

What is a Local Business Site / Directory?

A local business site or directory serves as a platform that provides valuable information about businesses located within a specific geographic area. These sites can be national, featuring distinct categories for different cities and states (such as Yelp.com, CityOf.com, USChamber.com), or they may be tailored to a particular locality (like Brattleboro.org, LocalTorontoBusiness.ca, DetroitBusinessDirectory.net).

Typically, users can search for businesses by category, keyword, or location. Additionally, these sites frequently incorporate user-generated reviews and ratings, along with comprehensive business listings that include contact details and maps. Some local business directories also enable businesses to share and rotate special deals or coupons. While most of these sites are free for users, a few may require a subscription fee. In general, they provide an excellent resource for consumers seeking information about businesses in their vicinity, while also empowering those businesses to manage their online presence through various business management tools.

Thus, the primary objective of a local business site or directory is to assist consumers in finding the goods or services they require, while simultaneously offering businesses a platform for self-promotion. In recent years, the popularity of these sites has surged, driven by a growing tendency among consumers to seek information about local businesses and rely on “social proof.”

So Many Options - Where Should I Start?

Numerous local business websites are affiliated with a particular Chamber of Commerce (COC) or other formal business organizations. These COC sites serve as an excellent foundation for a new listings management strategy, as they typically attract the most qualified audiences and boast higher “domain authority,” which is advantageous for local SEO. Initiating a search for [Your City/State] + [“Business Directory”] will set you in the right direction. You might be pleasantly surprised by the variety of options at your disposal.

Beyond the COC options, your location may present hundreds of alternatives, making it challenging to differentiate the valuable listings from the less relevant ones—or to locate those tailored to your industry. Below is a list of the key national platforms designed to help you optimize your valuable time.

If, after establishing several business listings, you find the management process to be daunting—rest assured, you’re not alone. Numerous local listings management tools and services are available, which we will discuss in future articles.

How Do I Manage My Own Local Business Listings?

In summary, managing your local listings is quite simple and primarily requires a bit of time and effort when using the right business management tools. The first step is to claim your listing on each relevant platform, which usually involves creating an account and verifying your business through a phone call, email, or, for Google Business Profile, a traditional postcard.

Once you’ve claimed your listing, take the time to fill out all essential fields. Be sure to include as many details as possible, such as your business hours, contact information, and website link. If possible, incorporating photos and videos can also enhance your listing. Finally, it’s crucial to consistently monitor your listing and update any information as necessary. Keep a spreadsheet containing all URLs, usernames, and passwords for easy access when updates are needed. By following these simple steps, you can make sure that your business's local listings stay accurate and up to date.

Why is Local Business Listing Management Important?

Businesses should assert control over their listings to ensure accuracy or consider utilizing a local management service. While many listings are generated manually, some may appear automatically. It's essential to investigate any unclaimed listings and their management processes. Maintaining consistent NAP (Name, Address, Phone number) is crucial for both users and local SEO, highlighting the necessity of effective listing management.

Showing Up In Local Search Results

Successfully managing your business listings is a crucial strategy for enhancing local, national, and global SEO. By claiming and verifying your presence on platforms like Google My Business (GMB), Bing Places for Business, or Yelp, you signal to search engines that your business is active and trustworthy. This fosters confidence in the accuracy of your information, resulting in higher rankings in local search results.

Increasing Click-Through Rates

Properly managing your business listings is vital for boosting click-through rates (CTRs). Detailed and accurate listings on search engine results pages—featuring your hours, customer reviews, and images—motivate searchers to visit your website or stop by your store. In contrast, incomplete or incorrect listings can result in reduced CTRs and missed opportunities.

Improving The User Experience

Accurate and up-to-date business listings significantly improve the user experience. Those looking for local information expect reliable details; erroneous hours or phone numbers can turn them away. Google's algorithm penalizes inconsistencies. Keeping listings current showcases your commitment to delivering a positive experience for both users and search engines.

You May Not Have A Choice?

Proficient listings management is essential for success in today’s digital landscape. As local search gains prominence, businesses that neglect this element risk falling behind. Excelling in this arena demands it. Instead of becoming mired in minutiae, focus on creating a Yelp or COC profile.

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What Are You Waiting For?

Effectively managing your business listings is essential for achieving competitive local SEO visibility and enhancing your chances of converting potential customers across various channels. By claiming and verifying your listings on platforms like Google My Business and Yelp, and ensuring that all your information remains consistent and up-to-date, you communicate to both search engines and potential customers that you are a trustworthy source of information, worthy of their confidence and financial commitment.

If you haven’t claimed your listings yet, it begs the question: “What are you waiting for?” If the task seems overwhelming, start by adding your listing to one or two sites and gradually expand from there, considering the addition of another directory each week as time permits. Focus not on the speed or quantity of listings, but rather on taking that crucial first step and engaging in practices that genuinely benefit your business.

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