The Local SEO Advantage: How Online Listings Can Drive Real Results

Local businesses can unlock significant growth by claiming and optimizing their online listings. Whether you’re a neighborhood coffee shop, a plumbing service or a local law firm, SEO is a powerful way to put your business on the map, both literally and digitally.

Local online listings are free, high-impact digital assets that connect businesses to nearby customers through platforms like Google, Bing, Yelp, Apple Maps and several other directories. These listings allow local consumers to find accurate contact information, hours of operation and even real-time reviews, all helping to drive foot traffic, calls and conversions.

According to Bright Local and SOCi, 80% of consumers in the United States search online for a local business on a weekly basis, with 32% doing so daily. If businesses aren’t optimizing their local listings, they are missing out on one of the most cost-effective digital marketing strategies available.

Here’s a closer look at why online listings remain one of the most overlooked marketing tools, the impact they can have on businesses and how to optimize listings in order to rank higher in search results.

Local Listings: The Unsung Hero of Digital Marketing

Online listings include mentions of the name, address and phone number (NAP) of your business on directory platforms. These listings act as digital breadcrumbs, which are small pieces of online data left behind by users or businesses that search engines use to validate and rank businesses in local search results.

The most influential listing comes on your Google Business Profile, which directly impacts Google Search and Google Maps results. According to Bright Local, the most trusted platforms for researching local businesses are Google and Google Maps. Yext notes that businesses with a complete Google Business Profile are 2.7x more likely to be found reputable by customers. Consumers are also 70% more likely to visit and 50% more likely to purchase from businesses with complete and accurate profiles.

However, it is important to remain consistent across other platforms as well, like Bing Places, Yelp, Facebook, Apple Maps and other industry-specific directories. Doing so will further strengthen the visibility and credibility of your business.

Even with the proven power that online listings provide, some businesses still tend to leave them unclaimed, or filled with outdated, inconsistent information. According to Bright Local, 62% of consumers will avoid using a business if they find incorrect information online, further highlighting the importance of accurate listings.

Why Online Listings Matter More Than You Might Think

The goal of search engines is to deliver the most accurate and relevant results to users. When businesses have consistent, complete and verified listings across the web, search algorithms view them as trustworthy and relevant. Those factors directly influence rankings in local search results.

One of the most valuable spots for local businesses to be featured in search results is the Google Local Pack, also known as the Map Pack or 3-Pack, featuring three prominent business listings alongside a map of business locations containing NAP information and customer ratings when a user makes a location-based search. 

Appearing in these results can be vital for increased visibility and conversions, as 42% of searchers click on Google Local Pack results for local queries, according to backlinko.com. Moreover, reliqus.com notes that 92% of consumers are more likely to choose a business that appears on the first page of search engine results.

Here’s a closer look at what well-optimized listings can achieve:

• Improve local search visibility – this can be accompanied by appearing in Google’s Local Pack

• Increase trust and credibility – consistent and complete profiles signal greater credibility to potential consumers

• Drive direct conversions – listings can often include impactful calls-to-action (CTAs), ranging from “call now” to “get directions,” influencing users to take the next step toward a purchasing decision

• Collect and showcase reviews – user-generated content like reviews are significant parts of online presence, boosting social proof and SEO

A local business that ensures its name, address, hours and website are updated on Google, Yelp and Apple Maps, among other directories, is significantly more likely to outperform a competitor with an unclaimed or inconsistent online presence, even if that competitor offers better prices or quality.

Common Mistakes Businesses Make With Listings

Even while attempting to manage online listings, businesses can still be prone to some common mistakes, including:

1. Not claiming listings

Unclaimed profiles can be edited by third parties or competitors and are often filled with incorrect information. That is particularly true with Google Business Profile, but it is important for companies to not overlook updating other directories.

2. Inconsistent or outdated NAP data

Search engines cross-reference multiple listings to verify accuracy. Any inconsistencies, even something as small as listing “Street” vs. “St.,” can have an impact and ultimately hurt ranking. Inconsistent NAP data can also decrease trust, as 46% of consumers lose trust in a business after seeing an incorrect address, while 45% lose trust after encountering an incorrect phone number, according to Bright Local.

3. Ignoring reviews

Reviews go hand-in-hand with listings as a significant part of maintaining a positive online reputation. Like listings, reviews influence consumer decisions and SEO. Reviews that go unmanaged or aren’t responded to can create a perception of disengagement and a lack of trust among potential consumers. Inaccurate listings can also be a catalyst for negative reviews. In its Local Consumer Review Survey, Bright Local notes that only 47% of consumers would consider using a business that doesn’t respond to reviews, while 63% of consumers said seeing mostly negative reviews would make them lose trust in a business. 

4. Neglecting categories and photos

Choosing the wrong category for your business, or none at all, can quickly bury your listing. In addition, high-quality photos and a thorough business description can help convert views into customers. BizIQ.com notes that Google believes listings with photos receive 42% more requests for directions and 35% more click-throughs to business websites.

The SEO Ripple Effect of Local Listings

The biggest goal of optimized listings is often increasing your ranking in search results. However, the entire digital footprint of a business can be impacted through:

• Increased website traffic – Listings often drive qualified traffic to your website, which can in turn impact some important SEO signals like increasing session duration and reducing bounce rate.

• Enhanced mobile discovery – According to Semrush, over 60% of Google searches begin on mobile devices. That means accurate listings can help potential customers who may be nearby find you fast.

• Voice search optimization – Many voice assistants like Siri, Alexa and Google Assistant pull business info directly from listings, giving your company another opportunity to be placed in front of potential consumers.

• AI – With the continued rise of AI in search, the importance of structured and accurate data has only increased, as these tools rely on verified and up-to-date listings to provide users with instant answers. According to Near Media, 32% of U.S. adults think that AI would provide a better experience and outcome than typical search when looking for a local business, further highlighting AI’s emergence within the marketing space. While AI provides another opportunity for your business to appear in front of potential consumers, failing to maintain accuracy can lead to misinformation, lost leads and reputational harm.

Proper listing management can also have an indirect impact on mitigating reputation damage. A quick, professional response to a negative review can be seen by potential consumers as they come across your business and can build goodwill and trust. The active engagement can also signal to search engines that your business is credible and responsive, further influencing visibility in search rankings. 

How to Optimize Your Listings: A Quick Checklist

Claiming and optimizing your listings is a relatively simple process, but it does require attention to detail. Here’s a list of steps to follow.

1. Claim your Google Business Profile and accounts on any other directories

2. Ensure NAP consistency across all platforms

3. Add high-quality photos (interior, exterior, products, team, etc.)

4. Choose the correct primary and secondary business categories

5. Write a compelling business description that includes relevant keywords

6. Update hours of operation and include any special holiday hours

7. Monitor and respond to reviews regularly

8. Use a listing management tool to sync across platforms

Listings should be checked and updated whenever a change occurs within your business, such as new hours, new products or services, a new phone number or address, or holiday closures. Even if there are no recent changes, it is a good practice to double check your online listings regularly.

Ultimately, optimizing local listings is not a standalone strategy, but should be part of a successful marketing mix for businesses that also includes things like an optimized business website and successful digital ad campaigns. 

Still, the importance of listings cannot be understated, as they have essentially become a digital version of the yellow pages as a real-time, interactive hub for customer engagement. With the SEO value they can provide businesses at no cost, each step above should be thoroughly completed in order to gain a local edge, improve online visibility and build lasting customer relationships.

Real-World Examples of the Benefits of Online Listings

Kaycan

Kaycan, a manufacturer and distributor of exterior building products since 1974 with multiple branches across the United States and Canada, aimed to grow its online presence. Partnering with Digital Giants, the company sought to increase its visibility on Google Search and Google Maps while increasing engagement at its various locations.

By optimizing its Google Business Profile and posting more content, Kaycan saw a 112% increase on views on Google Search and Google Maps, while its stores appeared in 119% more searches.

Bayada

A few years ago Bayada, a home health care provider since 1975, sought to continue driving local intent while maintaining a strong online presence. To do so, the company aimed to invest more in its digital marketing strategy, focusing on consistent and accurate information across local directories for its various locations.

Partnering with Yext to ensure more accurate and real-time listing information, Bayada launched listings for 267 office locations, immediately seeing improved digital engagement with over 4,000 website visits stemming from Google Business Profile searches in just one month. Bayada also saw page sessions grow by 82% within one year of its new strategy.

Law Office of Thomas O. Mason

The Law Office of Thomas O. Mason, also known as Mason Law Firm, has been serving the local community of Lynn, Massachusetts since 1996. A few years ago, the law firm lacked an online presence and sought to rapidly increase its online visibility.

While partnering with Monster Ranking, the law firm updated its Google Business Profile with up-to-date and accurate information, as well as high-quality images. It also targeted relevant local search terms while creating valuable content that highlighted the firm’s specialties. The results led to increased online visibility, more client inquiries and more appointments. The law firm also ranked within the top two on Google Maps for all targeted keywords in just three months.

As evidenced above, online listings provide multiple benefits, beginning with businesses seeing success thanks to increased discoverability, credibility and conversions without spending. The benefits also trickle down to consumers, as they have the ability to find accurate, trustworthy information that leads to faster and better experiences. Communities can benefit as well, as they gain better access to local services and businesses, perhaps driving local economic growth.

Best Version Media Can Help Your Business Manage Online Listings

Best Version Media helps businesses increase their online presence through management of online reviews and listings, all from one dashboard. 

By overseeing listings across multiple directories, maps and search engines, BVM can help put your business in position to increase visibility, trust and conversions.

Connect with BVM today to optimize your online presence.