You now know the importance of NAP consistency as well as the building blocks for building a successful local profile. What comes next? There are additional steps that you can take to make the most out of your business’ online presence.
Make sure you have business listings on all sites.
By now, you probably know about a handful of third-party local listing publishers - Google, Yelp, Yahoo!, TripAdvisor, maybe even YellowPages and Manta. However, there are many other sites that you probably had no idea even existed (Opendi? Tupalo?) Even though you may never have visited some of these directory sites, Google knows that they exist - and they trust the information on those sites.
It is important that your business is listed, accurately, on as many directory sites as possible. While most of your customer base is likely not finding you through lesser-known directory sites, it is a good way to build up your business’ authority in the eyes of search engines.
Lock down your local listings
Just like the Bee Farms example from earlier, you may notice that some (or many!) directory sites have incorrect information. Directory sites scrape the internet for business information and gather business details from sources like real estate transactions, tax records, or information that they scrub from other websites. With a solid local listing management plan, you can become the gatekeeper of your information, ensuring that your directory data is always up to date.
Include Enhanced Content to your listings
Many third-party directories give business owners the option to add enhanced content and attributes to your listings. These attributes may sometimes include built-in structured schema that search engines use to build their local search results. Often referred to as “rich listings”, enhanced content gives consumers more information about a business.
Some examples of enhanced content lists include listing your hours, a description of your business, staff member bios, events, specials, product lists, and a description of your services. While each publisher has different limitations on what types of enhanced content they include, it is a good idea to fill out all of your local profiles with as much information as possible.