How to leverage local directories to grow your business

Google Maps is most people’s go-to source for local information, so you may wonder what the point of other local directories is. Are people still scrolling through local directories when they can quickly pull up what they need with a standard Google search or quick voice search? The answer is yes, they are, and it’s not the only reason local directories should be an integral part of your SEO strategy. 

Why local directories still matter

Searches for local businesses these days often start with Google. So, of course, you want your business to appear in the coveted Google Local Pack when customers look up relevant keywords. But having your business listed on multiple local directories increases the chances of appearing in search results.

Local directory results from a Google search

To ignore local directories is to ignore hundreds of thousands of monthly visits from people actively seeking local businesses.

Missed opportunities for directory listings

But local directories are more than just online versions of the Yellow Pages. These sites also contribute to your local SEO efforts by providing backlinks to your website and creating citations. Backlinks send traffic directly from online business directories and are also a positive signal for improving search engine rankings. On top of that, Google uses local directories to verify the information in your Google Business Profile. Prominence is a local ranking factor, so a good online presence can make a significant difference to your visibility.

But perhaps most importantly, an accurate NAP (name, address, phone number) builds trust with potential customers. If a customer ends up visiting an old address or calling a number that’s no longer active, they’re likely to lose interest.

In good hands: Instead of constantly trawling the web to check your NAP is up to date, leave the heavy lifting to Semrush. Listing Management connects your business to 150+ global directories and makes sure they’re all synchronized.

Key local directories you should list your business on

Practically all local businesses benefit from having a listing on the web’s top directories. Whether you upload manually or use a tool, there are some local business directory listings you can’t miss.

Google Business Profile (formerly Google My Business) is a must for any business that relies on local customers. With GBP, businesses have control over the information that appears in both Google Maps and local search results. 

A Google Business Profile for a chocolate shop

But Google Maps isn’t the only navigation tool out there. Many users rely on Apple Maps to find their way in the world, so it pays to list your business there too.

Yelp is a popular platform for customer reviews and can significantly impact your online reputation. Voice assistants like Alexa and Siri use Yelp to answer user questions.

Facebook adds another place to display NAP, as well as providing a platform for customer engagement. Customers often check the social media platform for signs of credibility before they make a purchasing commitment.

Bing Places helps you get additional exposure, especially among users who prefer Microsoft’s search engine over Google.

Better Business Bureau (BBB) is a good bet to enhance your trustworthiness among potential customers.

Central Index connects your business to partner sites like newspapers and websites for an even wider local reach.

A newspaper directory powered by a larger business information hub
 Many local directories also offer another powerful feature: reviews. By publishing your business details on all the relevant platforms, you also have assets to build your online reputation.

Rising stars: Encourage customers to leave reviews on your local directory listings to increase your profile and rankings. You can easily monitor customer feedback across the authoritative review platforms using Semrush Local’s Review Management tool. 

The role of customer reviews in local directories

Positive reviews in local directories can boost your local SEO by improving your business’s ranking in search results. Today’s consumers often trust online reviews as much as personal recommendations. And search engines certainly take them into account for rankings. In fact, one study found businesses with Yelp review averages below 4.5 were less likely to appear in Siri results.

A Yelp review for a barbershop
 Businesses with 4.0+ ratings are also more likely to get higher click-through rates than lower-rated rivals. Responding to local directory reviews shows you value customer feedback and are committed to improving your services. It can even increase the number of reviews you receive by as much as 12%. But for successful small businesses, managing this workload can soon become cumbersome.

Local hero: Writing daily personalized replies to customer reviews can leave business owners staring at a flashing cursor. Break through the writer’s block with Semrush Review Management’s AI response generator. The tool reads the review and comes up with an appropriate response so the customer feels heard. 

The challenges of managing local directories manually

Keeping track of multiple listings is tedious and takes time away from other important tasks. Imagine your business decides it’s going to stay open an extra half hour. That’s potentially more than 70 directories you’ll need to update your business hours for—one by one.

More importantly, manually updating information across multiple directories can lead to errors, which harm SEO and confuse customers. Without proper management, you might end up with duplicate listings, confusing search engines and customers alike.

Possible duplicate local directory listings

Because managing free business listings manually is challenging, busy businesses rely on affordable tools to streamline the process.