The internet has made it possible to connect with consumers far and wide — beyond the boundaries of your neighborhood, state, or country. But even though the digital realm allows small businesses to potentially reach billions of people, you'll need to think local to turn that exposure into lucrative transactions. Here's why:
- More than half of all searches happen on a mobile device. One-third of those are location-based, and 78% result in an in-store purchase.
- Search queries including "near me" or "close by" have increased over 900% in the past 5 years.
- About 46% of Google's 5.6 billion daily searches are seeking local information.
What Is a Local Listing?
Local listings are citations that include your basic business information — company name, address, and phone number (N.A.P.). Some listings also allow a website, images or logo, hours, a description, or a list of services. They live in directories like Yelp and the Yellow Pages, but technically include anywhere your info appears online — social profiles, digital press releases, and more.
How Do Local Listings Help With SEO?
Local listings are how you say "I'm over here" to search engines and signal that you're relevant when users are in a particular geography. Multiple consistent listings serve as confirmation that you really are a local business — and the stronger your local presence, the more likely you are to rank for those coveted "near me" queries.
The Growing Importance of Online Reviews
Maintaining up-to-date listings is also how you maintain your online reputation. Reviews now account for roughly 16% of search engine rankings. Google rewards businesses with stronger reputations, both in SERPs and in Maps. Reviews also give bots fresh content to crawl, which is always a good thing.
Where Can I List My Business For Free?
Start with the highest-authority directories that apply to virtually every business:
- Google Business Profile
- Yelp
- Yellow Pages
- Bing Places
- Apple Maps
- Nextdoor
- Trustpilot
Don't forget social profiles. Even if you aren't active, claim your username on Facebook, X, LinkedIn, Pinterest, YouTube, and Medium.
Things to Keep In Mind
Not every free directory is a good one — spammy directories can hurt you. Before you start, have an email address dedicated to listings and a single source-of-truth document with your business info. Every listing must be identical down to the punctuation. Any variation in your N.A.P. undoes the trust signal you're trying to build.
Benefits of Listing Management with an Agency
Listings are vital to a healthy SEO campaign — and the process is tedious. Some directories require proof of ownership, email or phone verifications, or multi-day verification periods. If you don't have a couple hours a week to spare, an agency like BuzzBait can take it off your plate and monitor your existing backlinks to make sure only positive SEO juice heads your way.