in search results, map packs, and location searches such as:
- name
- address
- phone number
- website link
- hours of operation
- reviews
Google My Business is crucial to help your digital marketing partner rank your site for local SEO campaigns. If you’ve ever searched for, say, “coffee shops near me,” then you are familiar with Google’s presentation of local businesses. GMB creates those Google business pages in local search results which display succinct, relevant info. Even if you’re using non-geo-specific keywords to focus nationally, don’t discount the value of the Local Search Engine Results Page (SERP).
Local directories like GMB establish citations for your business. What are citations? Moz.com defines citations as any web-based reference of your local business’ name, address, and phone number. These citations not only affect a customer’s ability to find you, but they also help establish trust with Google and other search engines. Many business owners are not aware that they appear on these citations. Over a period of years, locations move, phone numbers change, and business rebranding can leave a mess of inaccurate information. This creates a barrier between you and your potential customer.
What to Do
Adding new citations and making necessary corrections can earn you hundreds of new backlinks to your business website. It is a simple means of organic growth. Increased traffic can impact a business in just a few weeks of claiming and updating your Google My Business page and optimizing local citations.
Begin by claiming your Google My Business page and making sure your information is up to date. There are literally thousands of other directory sites out there using automatic data collection to post your info. Much of that information will not be current, and many times it’s inaccurate information to begin with. Don’t let this intimidate you. Unless you have hours upon hours of spare time to try and find, then fix all of them, it’s more practical, and perfectly OK, to just start with about 50 of the most trusted.
Where to Start
Building 50 new directories is still a lot of work, and just determining who the most trusted directories are can be a challenge in itself, but there are a few quick solutions. Yext can build you “Power Listings”, but that can cost over a $1000 a year for only 50 citations roughly. If you don’t mind paying Yext every year for a bunch of mostly free listings, then go for it. However, if you ever decide to fire Yext, be aware that they’ll take all those directories with them. The more practical approach would be to visit Sympler and enter your company info into their local directory scan tool. This will show you where you currently stand in regards to those same “Power Listings”. You may already be on a lot of them. If not, Sympler can build you 80 plus new citations for a one time fee of $350. Head over to the local SEO page, or go to the Free Analysis page for a free local citation scan. It’s a small part of a marketing strategy, but it’s a great start for those who have a tight budget.
Photo Credit: Google my business logo
