Local Business Directories: Lost Cause or Lead Generation Dynamo?

Local Business Directories: Lost Cause
or Lead Generation Dynamo?
Are local business directories a lost cause? The latest Google update is leading visitors
back to directories. Ready to soar with the ... pigeons?
1424MARKETINGGROUP.COM LET’S TALK: 202.618.1424

Local Business Directories
Local business directories can be the best friend your business
ever had ... and at the same time the worst enemy.
Say what?

Your Worst Enemy
When people search for your keywords what sort of listings
show up at the top of the SERPs (search engine results pages)?
Directories, that's what.

Your Worst Enemy
Whether it be Yelp or Yellow Pages or Angie's List or Superpages,
those listings dominate the search results.
And because those sites have such credibility and strength with
the search engines, it's really hard for a local business to break
that ceiling using only organic search strategies.

Your Best Friend
People click on those top search engine results, so the upside to
this situation is that if you can optimize your business listing
within these local directories it's the next best thing to having a
top ranking on Google yourself.
But how do you do that?

Be Consistent, Consistent, Consistent
We talked about this a little bit recently, but you just can't
emphasize it enough. You must be 100 percent consistent with
your business's NAP everywhere it is used online:
• Name
• Address
• Phone

Be Consistent, Consistent, Consistent
Doing this one small thing is a giant step toward helping
potential customers find your business online and making them
— and Google — happy with your business.

Do Your Research
What directories show up for searches of your keywords?
Search for your keywords and see what directories show up at the top
of the SERPs. That will give you a good idea which local business
directories should be part of your online marketing strategy.
For example, a search for AUTO REPAIR DC includes listings for Yelp
and Angie's List. There's your starting point for directories on which to
focus your efforts.

Do Your Research
How do I best use these directory sites to benefit my business?
Now that you know which directory sites you want to work with, it's
time to look at how you want to approach it:
• Do you already have a listing on the site? If so, does it show up on
Page 1?
• Will a free account do the trick or should you pop for a paid
version?

Do Your Research
If you're using a free version and are already appearing on Page
1, you may only need to tweak your listing to move to the top of
their results.
On the other hand, you may need to put some monetary skin in
the game — either through advertising or a paid membership.

Do Your Research
For some directories purchasing an entry-level ad or
membership may be a requirement for appearing on Page 1.
Remember, your primary goal is to be on Page 1. If you don't
show up there, you're receiving zero benefit from your listing.

Optimize Your Profile
Whether you pay or go with a free listing, you'll want to optimize
your profile.
Every local business directory is different, but in addition to
minding your NAP, there are a few other things to consider:

• Business Category. Think about this from the perspective of
your potential customers and choose the best business
category or categories.
• Business Description. Include an optimized description of
your business.
• Hours of Operation. Tell people when you're open (and when
you're not!).

• Links. Include links to your website and social media accounts.
• Images. Upload your logo, a picture of your store front and
some "action shots" of your business.
Bottom line? Make your directory listing stand out and as
attractive as possible. You want to make a good first impression!

Just Do It
The recent Google Pigeon update seems to have breathed new
life into local business directories.
Make sure your business is there to soar with the ... um,
pigeons!

Local Business Directories: Lost Cause or Lead Generation Dynamo?

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Local Business Directories: Lost Cause or Lead Generation Dynamo?