A 2021 survey with 1,124 respondents revealed that 35 percent of consumers in the United States use the Internet to find local businesses multiple times per week. This data seems just as relevant today, as many consumers turn to search engines and social media to engage with brands.
Having an online store doesn’t automatically guarantee that your business will appear on consumers’ search results. Without robust digital marketing strategies, gaining traction might be challenging due to content saturation.
As such, online directories help boost your online presence. But what exactly are they, and how do you ensure your business’s appearance on these platforms?
Understanding Online Directories
Online directories are websites with lists of businesses based on niches, locations, services, products, and industry. These sites are submission-based databases where businesses like yours submit information to get listed. They organize the top business listings on search results when consumers search for companies.
Securing a spot in an online directory involves “claiming” a listing. Each directory has its indexing process to verify your claim. This verification determines that you own a legitimate business and are authorized to manage its online presence.
Examples of online directories include Google Business Profile, Yelp, Bing Places, and TripAdvisor.
The Advantages of Submitting Your Business to Online Directories
Why should you even dedicate time to listing your business in online directories when some consumers are unfamiliar with these sites and are more likely to use Google? The reason is that your business listings on online directories are among Google and other search engines’ ranking signals.
Search engines index information from online directories to determine which listings are valuable to appear in search results. Thus, the higher your directory visibility, the more likely you’ll appear on search results.
Here are the other benefits you can reap from online directories:
They increase local search visibility
Since online directories categorize businesses by location, they help search engines recognize your local relevance. It can increase your likelihood of appearing on local search results when consumers search for nearby companies that provide their desired products or services.
Suppose you’re a Texas-based skincare brand, and consumers search for nearby “skincare products in Texas.” Having authoritative listings on online directories helps your business appear at the top of this search query, allowing local prospects to see and engage with your business.
They strengthen your online reputation
Online directories let clients and customers leave feedback and reviews about your business. These reviews involve the consumers’ experiences while using your product or service and interacting with you.
As such, positive reviews can strengthen your online reputation, enabling more consumers to trust your brand.
While negative reviews can affect first impressions, they’re not the end-all-be-all of customer acquisition. Some prospects who read negative reviews assess their options and may still choose you. Thus, responding to negative reviews shows you care for your customers.
For example, Google Business Profile allows businesses to reply to reviews. You should use this feature to show that you take your customers’ concerns seriously and will work to improve your services. This way, prospects who read negative reviews about your brand in directories know you will pay attention to them when issues arise.
They enable customers and prospects to search for your business quickly
Although getting listed on online directories doesn’t automatically boost your search rankings, they can still help you generate leads.
Suppose a consumer clicks and browses a high-ranking online directory. They can find your business and contact you directly. This direct access makes you more accessible and helps reduce time spent on additional research—users can visit your website and social media profile links in just a few clicks.
They provide accurate information about your business
Online directories offer quick summaries of your business information—what you do, how you do it, your location, and your map and website links. Consumers appreciate quick and cohesive information that lets them learn about your business conveniently.
These platforms’ verification systems ensure your information is accurate and up-to-date. When they change, you should also regularly update your information, such as your address and contact numbers.
They help you connect with other professionals
While online directories let consumers connect with your business, they also allow you to connect with other professionals. This benefit is essential in building your professional network and connecting with legal experts.
For instance, if you’re a Texas-based startup LLC, you’ll need a registered agent’s help to set up your business. Knowing how to find an LLC registered agent in Texas through online directories helps streamline the manual hiring process. This functionality extends online directories’ purpose, making them excellent resources for significant business decisions and partnerships.
They are always accessible
You can access online directories anytime with an internet connection and an internet-compatible device. This remote access lets you review and update your business listings in real time. You won’t have to wait for the next business day to have someone edit the information.
How To Get Your Business Listed on Online Directories
While each online directory has its guidelines, there are general practices you should always observe when managing your business listings.
These practices will help your business appear at the top of directories and search engine results.
Ensure consistent contact information
Online directories require the following information:
- Your business name
- Physical address
- Contact numbers (cellphone or landline)
- Business hours
- Product or service information
Ensure the consistency of these details in all of your business listings. Consistent information helps strengthen your credibility by preventing inconsistencies that can confuse consumers.
The next step involves adding your website and social media profile links. These links will direct prospects to your site and profiles when they want to learn more about your brand, products, or services.
As such, consumers don’t have to do additional research to find your site and social channels, as they will only click these links, improving the user experience.
Write an “About Us” section
A business listing might be a customer or prospect’s first encounter with your business. Thus, adding a good “About Us” section can prompt them to visit your website or social media profiles.
The About Us section contains a short description of your business. Leverage this feature to showcase your brand in a few sentences. Include relevant keywords to boost your chances of ranking in search results.
Include photos and videos
Many consumers prefer learning about businesses, products, and services through photos and videos.
Photos and videos visually explain the information to make it easily understandable. For this reason, adding these elements to your business listings helps pique the prospects’ interest, increasing engagement and conversions. Use high-quality photos and videos of your products or services to highlight your offers effectively.
Claim Your Business Listings Today
Online directories are valuable digital marketing channels. Claiming your business listings on high-ranking and authoritative ones can upscale your marketing strategies and increase customer acquisition.
However, online directories are not identical. You should choose the ones that provide the best value to your business. Moreover, if you prefer advanced features, consider investing in a paid platform, as free services are often limited.
