If you’re a small business owner, being visible online is crucial. One of the most effective (and often overlooked) methods of improving that visibility is utilising local listing directories. In this blog, we’ll explore what these directories are, how they work, and why they matter for your business growth.
This blog will cover:
- What are local listing directories?
- Why are local listing directories important?
- Step-by-step guide to setting up local listing profiles
- How to claim an existing listing profile
- How to track performance on local listing directories
Looking for our local business listings services instead? Click here to find out more.
What are local listing directories?
Local listing directories are online platforms that catalogue businesses by industry, name, location, and other details like hours and contact information. Examples include Google Business Profile, Yelp, Bing Places, and Apple Maps.
It can be difficult for a local business to compete against major brands on SERPs (Search Engine Results Pages), so it’s a good idea for small businesses to utilise online local listings to help grow their business and connect with local customers. The good news for smaller and local businesses is that nearly 50% of all searches on Google are for local information.
Local businesses should regularly check the details of their business on directories to ensure the accuracy of the information. If you spot any inaccuracies, you’ll need to contact the directories to rectify the information. Inaccurate details could result in lost revenue and traffic to your website and could also negatively affect search engine rankings.
Quick comparison of local listing directories:
| Directory | Free/Paid | Key Benefit | Best For |
| Google Business Profile | Free | Google Maps & local SEO | All local businesses |
| Bing Places | Free | Microsoft search results | Professional services |
| Apple Maps | Free | iOS user reach | Tech-savvy consumers |
| Facebook Business Page | Free | Social proof and messaging | Community-based businesses |
| Foursquare | Free/Paid | Local discovery and apps | Restaurants, stores |
Why are local listing directories important for SEO?
Search engines use these listings to verify your business details and match user queries with relevant local services. Having up-to-date listings tells search engines that your business is active, reliable, and relevant to specific geographic searches. When Google sees your business listed across trusted platforms, it’s more likely to rank you higher in local search results and on Google Maps.
Top benefits of being on local listing directories:
- Increases your business’s local visibility: The more places your business appears online, the more likely it is that customers will find you in local search results and map listings.
- Drives targeted traffic to your website: Quality traffic from people actively searching for your services improves engagement metrics and can boost your website’s SEO authority over time.
- They often allow for customer reviews (which can build credibility): Listings allow customers to leave reviews, which influence buying decisions and help search engines trust your business. Positive reviews (especially 4 and 5 star reviews) are known ranking factors for local SEO.
- Boosts brand Trust and recognition: Appearing consistently across reputable directories signals professionalism and trustworthiness to both users and search engines.
- Enhances your backlink profile: Most local directories allow a link back to your website, improving your domain authority through high-quality, relevant backlinks.
- Improves Google Business Profile ranking: Accurate and consistent directory listings support your Google Business Profile ranking by reinforcing NAP consistency across the web.
- Provides opportunities for voice search discovery: Smart assistants (like Alexa, Siri, and Google Assistant) pull data from listings, so being present increases your chance of appearing in voice search results.
- Strengthens your mobile presence: Many directories integrate with mobile apps (like Google Maps, Yelp, Uber Eats), helping smartphone users discover your business more easily.
- Supports multichannel engagement: Local directories often include features like messaging, appointment booking, or menu uploads, giving customers more ways to interact with you.
Step-by-step guide: how to list your business on local directories
Here are a few steps you can take to set your business up on local listing directories:
Step 1: Identify the most valuable local Listing platforms
Start by selecting the top local directories where your customers are most likely to search. Prioritise high-authority platforms like:
Google Business Profile (crucial for Google Maps and local packs)
- Yelp (popular for reviews, especially in service industries)
- Bing Places (important for users on Microsoft devices)
- Apple Maps (used by iOS users via Siri or default navigation apps)
- Facebook Business Page (social search and reviews)
- Yellow Pages, Foursquare, and industry-specific directories
SEO Tip: Choose directories that allow for structured data input (e.g., hours, categories, photos) and links back to your website.
Step 2: Create your business profiles
Most platforms offer free options and require email verification or postcard validation (especially Google Business Profile). Occasionally you may find that an unverified profile already exists for your business, if this is the case, head to the section in this blog that shows you how to claim your online listing.
Step 3: Enter accurate and consistent NAP details
NAP stands for Name, Address, and Phone Number—and consistency is critical. Use the exact same format across all listings. Even slight differences (like “Street” vs. “St.”) can confuse search engines and hurt your rankings.
SEO Tip: Store your official NAP format in a document and copy-paste it when creating listings.
Step 4: Enhance listings with photos, business hours, services, and descriptions
Rich content not only engages users but also helps with SEO. Upload high-quality images of your storefront, staff, or products. Fill out all available fields including:
- Opening hours
- Business categories
- Services and menus
- Payment options
- Detailed business description with relevant keywords
SEO Tip: Include LSI keywords and geo-specific terms in your descriptions (e.g., “emergency plumber in Leeds”).
Step 5: Encourage reviews (and respond to them promptly)
Customer reviews are a key trust signal and a ranking factor in local search. Encourage satisfied customers to leave reviews on Google, Yelp, and other platforms. It’s a good idea to respond to all reviews in a timely manner. If the review is positive, then you can reply saying thank you for the kind feedback, if the review is negative then you should remain neutral in your response and ask the person who left the review to contact you so you can resolve the issue.
Step 6: Monitor and update your listings regularly
Listings are not a “set it and forget it” asset. Revisit your profiles monthly or quarterly to:
- Update business hours (especially around holidays)
- Add new photos or promotions
- Check for duplicate listings or errors
- Respond to recent reviews
Need help setting up your listings? We offer a listing management service that will not only ensure your listings are formatted correctly, but also that your business appears on a wide range of listings, improving your visibility.
Claiming existing listing profiles
Before creating new listings, it is important to check whether your business already exists on any of the directories. Many listing sites collect information from public databases or third-party sources, which means your business may already be listed without your knowledge.
If you find a pre-existing listing, the first step is to claim ownership of it. Once you have access, carefully review the listing to make sure all information is accurate. This includes your business name, address, phone number, website, and any other relevant details.
If anything is incorrect, you should update it right away. However, most platforms will require you to verify your ownership before any changes go live. The verification process varies depending on the platform and may involve a phone call, an email, or a physical postcard sent to your business address.
If the verification is done by postcard, it is important to let your staff know to look out for it. These postcards often appear generic and can be mistakenly thrown away. After you complete the verification process, it may take a few days for your updates to be reflected on the listing. While you are waiting, it is best not to make any further changes to the listing, as this can interrupt the verification process or cause delays in approval.
How to track performance from local listings
If you want to know just how effective your listings on local directories are, then there are a few ways you can track their performance.
Monitor Google Analytics referral traffic
Google Analytics is a powerful tool for tracking how visitors find and interact with your website. By reviewing referral traffic, you can identify which local listing directories are actually sending users to your site. To do this:
- Navigate to Acquisition > All Traffic > Referrals
- Look for domains like yelp.com, maps.google.com, or bing.com
- Analyse metrics like sessions, bounce rate, time on site, and conversions
This helps you understand which platforms are delivering qualified traffic, allowing you to prioritize those that are most effective. You can also set up Goals in Google Analytics to track whether visitors from these referrals take desired actions (e.g., submitting a contact form or calling your business).
Use Google Search Console
Google Search Console provides detailed insights into how your business is appearing in local and organic search results. It doesn’t track referral traffic from directories, but it helps you monitor:
- Impressions and clicks from searches related to your business name, services, or location
- Top performing keywords driving traffic to your site
- Mobile usability and local search visibility (especially for searches that show your Google Business Profile)
Regularly reviewing this data helps you understand how your listings contribute to search visibility and where you can improve. For example, if certain branded or local keywords are underperforming, you might need to optimise your descriptions or categories on your listings.
Track reviews and engagement Metrics on listing platforms
Many directories offer their own dashboards or insights for business owners. These platforms typically provide key engagement metrics such as:
- Number of views (how many people saw your listing)
- Clicks to website or directions
- Phone call clicks
- Messages or bookings (if enabled)
- Customer reviews and average rating
Platforms like Google Business Profile, Yelp, Facebook, and TripAdvisor provide built-in analytics and insights that allow you to monitor listing performance directly. By regularly reviewing this data, you can identify which platforms generate the most engagement, helping you focus your efforts where they matter most. Promptly responding to reviews not only builds customer trust but also supports your SEO performance. Additionally, these insights can guide strategic adjustments based on user behavior—for example, updating photos or descriptions if listings with visuals receive higher engagement.
Wrapping up
Local listing directories are a must-have for any business that wants to thrive locally. By ensuring your business is accurately listed and consistently updated across top directories, you increase your chances of being discovered by new customers. If you’re looking for some assistance with creating and managing your online listings, then contact us today to see how we could help your business.
