Almost half of all business listings on hyperlocal services and online directories include information that is outdated, incorrect, or incomplete — a major problem given that 92% of people use online directories to research products or services in their areas. Whether it’s an incorrect address, an outdated phone number, or a misspelled business name, directory errors frequently lead to lost revenue and agitated consumers.
With hundreds of local directories now posting business information online, it can be difficult for busy business owners to find the time to make all the necessary updates when their listing information changes. Some experts have estimated that it could take a merchant 13 hours or more to individually submit updated information to all the most popular directories. As a solution, a number of hyperlocal vendors have begun adding listing management to their list of marketing services for SMBs.
Here are six platforms that merchants can use to improve the accuracy of their directory listings and increase their businesses’ exposure online.
Yext’s PowerListings tool gives SMBs a way to quickly get their listing information posted on more than 30 different hyperlocal sites, including Yelp, MapQuest, Foursquare, and Citysearch. Businesses can change the information they’ve added to their listings — including business hours, photos, locations, and special promotions — on the Yext dashboard at any time, and the information they’ve changed will be automatically synced across all the directories in the Yext network. Yext’s PowerListings packages range in price from $12 to $41 per month.
2. Universal Business Listing
UBL is a vendor that merchants can use to ensure their business information gets listed on more than 300 search engines and directories. In addition to giving businesses a way to control their identities and post their profiles on top sites like Google, Yahoo, Bing, Facebook, and Foursquare, UBL also connects with GPS devices and 411 directories. UBL offers customized reports that merchants can use to monitor their local search presence and determine how well their marketing services are working. UBL offers listing packages that range from $75 to $599 per year.
Local businesses interested in “enhancing and actively managing” their online listings can use Localeze to create a unified brand identity across all the most popular search directories. Localeze’s distribution network includes more than 100 local search platform partners, such as YellowPages.com, Twitter, Facebook, Bing, Whitepages.com, and Tomtom. The platform optimizes its clients’ business listings with geo-coding and address standardization to ensure optimal results. Localeze charges $297 per year for Premium subscriptions.
Using Infogroup’s Express Update tool, businesses can easily submit accurate information — including phone numbers, locations, services, and web links — to local directories and search engines. The platform updates business information on 90% of in-car navigation systems, as well, making it easy for drivers to locate the businesses they’re looking to visit. Although it’s free for businesses to claim and optimize their listings with Express Update, the platform charges $59 per year for enhanced listings with photos and videos.
Merchants that sign up with AT&T Ad Solutions to advertise on YP.com can get their listings distributed far beyond YP’s online site. Listings from participating businesses are distributed across 100 online properties, including Google, Bing, and Yahoo. These listings are optimized to display on mobile devices, and they appear in “highly visible locations” across YP.com. AT&T Ad Solutions recommends that businesses contact its marketing advisors directly for specific pricing information.
ReachLocal offers businesses a local search advertising solution that guarantees their listings will show up on popular directories like Citysearch and Superpages.com, along with hundreds of local and mobile directories. Merchants work with one of ReachLocal’s consultants to come up with the details of their campaigns — including text ads and geographic boundaries. ReachLocal then publishes those ads across its network of sites, including Ask.com, Yahoo, Google, and Bing. The platform offers custom price quotes for businesses with varying needs.
Know of other platforms that merchants can use to get their business information listed on multiple online directories? Leave a description in the comments.
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