Getting your business noticed online is becoming increasingly difficult, especially for local businesses. A tried and true way to get the attention you're looking for is by registering with a local business listing .
What is a local business listing?
A local business listing, also known as local citations or local business directories, is any online profile that lists a business NAP (name, address, and phone number) and other key details for specific businesses.
Different types of local business listings
When it comes to local company registrations, there are a few different types:
Organic search result: The first is an organic search result. The company did not create this list, but Google did because of the company's website's strong SEO
Paid search result: The second is a paid search result. You’ll notice that these listings say something like “ad” or “sponsored” above the result. This means that the company paid for the local business listing to appear first on the list.
Google Business Profile: Google Business Profile, formerly known as Google My Business, also produces local business listings. In the example below, you’ll see that one listing has the word “sponsored” above it, and one doesn’t. The sponsored listing is a paid Google Business Profile ad, while the one below simply created a free Google Business Profile listing.
Google Guaranteed: Google also offers Google Guaranteed listings, which are a completely different take on Google’s paid local business listing offerings. These listings are smaller than regular local business listings and only contain the business name, their reviews, hours of operation, and how many years they’ve been in business.
They are valuable to brick-and-mortar businesses because they appear right at the top of the SERP. They are also valuable to consumers because these companies have also gone through a Google verification process. In some cases, Google may refund a customer if they cannot work with a Google-guaranteed company.
Key elements of a local business listing
Whether it's Google, Facebook, Yelp, or any of the countless niche directories out there, submitting to business directories is a tedious process.
Each business listing will likely provide the following information:
- Business name
- Physical address
- Website
- Phone number
- Activity description
- Categories
- Slogan
- Social profiles
- certification
- Brands offered
- Alternative phone numbers
What does Google look for in local business listings?
Google still ranks its local results by analyzing the following areas:
Relevance – Relevance refers to how well search results reflect the user’s query. Taking the time to complete your local listing profiles (especially GMB) helps Google better match your business with the right audience.
Distance – Google also considers proximity when determining local rankings. If users don't specify an exact location, Google will use existing data about your business to rank it appropriately.
Prominence – This is where citations come into play. Prominence, according to Google, refers to how “well-known” your business is. Having multiple listings in multiple (reputable) directories can help you improve your rankings.
