A customer discovers your business on the internet, checks the opening hours, and then drives over there. Unfortunately, the listing states that you close at six whereas the sign on the door, which is locked, says that you close at five. The person might try again the next day or instead may go directly to a competitor.
Errors of this kind can nullify the efforts made in connection with a well-run marketing campaign.
It’s crucial for businesses to keep their online listings up to date so customers can find the correct address, phone number, and opening hours wherever they look.
For local businesses, managing listings should be included in their digital marketing strategy.
What Is Listings Management?
Listings management involves creating, claiming, updating, and keeping an eye on business profiles on search engines, maps, and online directories.
This means that information like your business name, address, phone number, website, and operating hours remains accurate so that customers are able to find and contact you.
Here we’ll delve into managing business listings with the help of local SEO, what details should be addressed, and what errors can lead to a loss of visibility or customers.
How Does Listings Management Impact Local SEO?
Local SEO causes your business to show up when people are searching for products or services in their vicinity. For example, think of “coffee shop near me” or “plumber in Austin”. The information about the products and services you offer as well as the locations where you operate is provided to search platforms through business listings.
Google considers relevance, distance, and prominence to be the main local ranking factors. Providing accurate information about your profile helps it to determine if your business matches the search query.
Although you can’t alter the distance between the searcher and yourself, you can ensure that your services and location are clear.
This also assists potential clients with their next steps. For example, a person looking at two repair shops might select the one that has clearly stated opening hours, a functional website link, and a simple method of calling. These features lessen the amount of effort required to become a customer.
While the connection is important, it should not be overemphasized since updating a directory listing does not ensure a better ranking.
Management of listings supports an overall local SEO strategy which includes useful website content, relevant links, and customer reviews.
What Information Should Your Business Listings Include?
Begin by listing your business name, address, and phone number, which are typically referred to as NAP. Make sure that this information is accurate on your website and in the listings that customers are likely to use.
Then check the information people need before visiting or booking:
● The standard hours and the holiday hours
● The right website or location page
● One category that properly describes the business
● The services currently available, in those cases where the platform provides them
● Include booking links, menus, or information on accessibility where appropriate
Imagine a salon that has recently relocated. Although the website now contains the new address, an old directory still directs people to a location across town. It is far more important to correct that obsolete address than it is to improve a description which no one reads.
For any business that has more than one branch, it is necessary to keep individual records for each one. If a customer is looking for your downtown office they should find the page and phone number for that office.
How to Manage Local Business Listings
Claim and Verify Your Existing Profiles
Look up your business name, along with your current address and all of your previous addresses. Make a note of the profiles you find, find out who controls them, and identify which details require correction.
Begin with the platforms that your customers use, for example Google Business Profile, Apple Maps, Bing Places, and the appropriate industry directories. Adhere to each platform’s procedure for ownership and verification. Make sure that access to the accounts is stored in a place that is under your own control, even when an agency carries out the updates.
A digital marketing agency that offers listings management as part of their services is worth considering. They can manage the following:
Create a Reliable Business Information Record
Make sure that an approved record is kept for each location, including its name, contact information, opening hours, and links.
It becomes easier to make regular updates. If a phone number changes, the person in charge then has a clear list of the profiles that need to be updated rather than having to remember in which places the business appears.
Check Listings After Business Changes
It’s important to review your profiles regularly, especially if you move, rebrand, change your hours or open a new location; as a starting point, monthly checks might be sensible, although those in seasonal businesses may need to check more frequently.
Also, check the public listing and the management dashboard to make sure that the updates actually show up and that the links take you to the correct place.
Business Listings Management Mistakes to Avoid
Adding Keywords to Your Business Name
You shouldn’t change ‘Smith Plumbing’ into ‘Smith Plumbing Best Emergency Plumber Austin’ just in order to target more searches. Google states that business names must reflect the company’s actual identity; adding unnecessary words could result in your account being suspended.
Creating Duplicate Listings
Before you set up your profile, make sure that one doesn’t already exist, since duplicates might cause customers to see different versions of your information. Instead of creating a new profile to get around an access issue, follow the procedure that the platform has for resolving duplicates.
Treating Listings as a One-Time Task
A profile may become out of date even if no one notices. Lost holiday hours, numbers that have been disconnected, and broken booking links all lead to unnecessary difficulties. It is necessary to assign someone specifically responsible for ongoing maintenance.
Related Local SEO Questions
Are business listings the same as local citations?
They overlap; a listing is a business profile on a platform or in a directory, and a local citation is an online mention of business details, typically its name, address, and phone number; citations can also be found outside of dedicated profiles.
Does the use of customer reviews help with local SEO?
Google states that a high volume of reviews and positive ratings can have a beneficial effect on local search rankings, and that reviews also provide potential customers with information regarding the experiences of other people. You should keep an eye on the feedback together with the details of your listing.
Improve Your Local SEO with Professional Listings Management
Accurate business listings make it easier for local customers to find you and take the next step, whether that’s calling, booking, or visiting. If keeping your profiles up to date keeps slipping down your to-do list, the team at Web Fox Marketing can help.
Our Livonia-based digital marketing agency helps local businesses strengthen their online presence through professional listings management, Google Business Profile optimization, local SEO, website design, and other digital marketing services.
Make sure your business is showing up accurately where it matters most and contact Web Fox Marketing today for a free consultation and SEO audit!