Still need directory submission for local SEO?
The primary goal of local SEO is to establish visibility for a local business in the Local Map Pack and/or the top three organic search results. These usually reside just below paid Google ads and the Map Pack.
As with all SEO, many factors (ie, the (in)famous Google algorithm) come into play in determining which businesses get top billing and the resulting coveted organic search traffic.
One set of factors from a local SEO perspective is local presence, relevance and authority.
In other words, and from a common sense perspective, local businesses must prove to the search engines:
Local directories, by definition, are a vehicle through which businesses can address all three of these factors.
As such, the simple answer to our introductory question is yes, you still need directories for local SEO.
However, not all directories carry the same weight or authority and should be reviewed in relation to the value they can offer.
This becomes especially important for those directories requiring a fee for inclusion.
Furthermore, there are some best practices related to consistency of data and contact information to consider when submitting.
Finally, tools are available to speed up directory listing setup and ongoing maintenance, especially for businesses with multiple locations.
There are many folders, and maintaining information and content across all of them can become a burden for a small business.
We’ll review how to address each of these factors and how directories can help or hinder local businesses’ efforts to get found.
Local Presence And Consistency
It should be fairly obvious that in order for a business to rank well in a particular location, it must be able to demonstrate that it exists, resides or is otherwise able to provide services within its specified service area.
Two main vehicles for establishing a place of business are its website and its Google Business Profile (GBP).
A local business website, when applicable, will include its physical address details, which can be tagged with a local business scheme to make it easier for Google to find and index.
Many websites will also include a map (preferably a Google map) which will also be referenced for location validation.
Finally, geographic details can be incorporated into the titles and headings, where appropriate, to reinforce the local focus of the business.
Creating and optimizing a Google Business Profile is actually the process of enhancing the information and focus of a local business website. Or, for some businesses, the opposite happens.
Name, Address and Telephone Number (NAP) information should naturally match across these two properties.
Service areas selected in GBP should be close to the business location.
Service categories should also be consistent.
Local directories then become an extension of these two main points of web presence and validation for search engines.
Here too, the goal should be consistency, especially for NAP information along with website URLs
Pro tip: If you can include more than one URL in a local directory listing, you should look at as many relevant locally oriented links as possible, eg, a link to your GBP profile, your Facebook page, and listings in other relevant locales. directories.
Local Relevance
Establishing local relevance is all about making sure you and your content appear in the right directories and appropriate categories.
Of course, any categorization should be consistent with how you have defined your services or products on your website and in GBP.
There are three types of local directories that you can identify and consider submitting listings to.
The first type we will call “global” folders. These are services like Yellow Pages, Yelp and the like that offer local listings and reviews in almost any location around the world.
Many of these offer free “listings” but then require payment for advanced features, functionality and/or visibility.
One way to determine whether or not paying a listing fee is advisable is to do an organic search for the top keywords you want your business to be found for and see whether or not the directory ranks well (or better than you) for those keywords. in local search engine results pages (SERPs).
You can also simply ask a directory representative whether or not they can provide statistics on the organic/referral traffic your paid list will be able to deliver.
If they cannot provide such statistics, you may be wary of their ability to provide a return on your investment.
Screenshot of a search for [Barrie auto body], Google, August 2022
The second type of local directory is a more industry-specific directory, such as TripAdvisor for travel and tourism-related businesses or Houzz for construction and commercial businesses.
The same evaluation methods can be used here to determine whether or not these services can potentially deliver value to your business.
The third and final type are the more locally specific directories offered by local Chambers of Commerce, Service Organizations and other non-global players.
The first two of this kind should certainly be considered, because they can have the effect of validating local presence in a less subjective way.
Small, local non-global directories should, as above, only be considered if they can also demonstrate the value they will deliver from an organic visibility or referral traffic perspective.
The directories you choose to submit to, and the categories in which your products or services can be easily found, will help define the importance of your business within your local community.
Local Authority
Listings in local directories, especially those with established authority of their own, can help boost a business’s authority and potential visibility.
You can also use the SERP test mentioned above to identify these authorities.
Basically, any directory that ranks above your website or GBP page for a target keyword represents an opportunity to be found by the directory and gain authority through it.
Some directories, to the GBP, allow content or links to content to be shared.
Although this can be time-consuming, it may be worth distributing your content to these directories in addition to other places like GBP and social media, depending on the visibility and relative local authority of the directory.
Reviews
As noted, many directory services offer reviews – and while Google reviews are naturally preferred from an organic authority perspective, Google and the other search engines are aware of reviews published on other platforms.
Similar to the location SERP test, you should pay attention to whether or not you or your competitors have received reviews in locations other than GBP.
Remember that your potential customers can also look at these reviews when considering buying from your business versus another.
Managing Multiple Locations
Setting up and maintaining listings across multiple directories will take time, especially if there are ongoing updates to business details or services.
This is of course amplified for businesses with more than one location.
There are paid services and solutions such as Uberall, Semrush and Yext to centrally manage multiple locations, which will usually cover the first two types of location directories referenced here, along with mapping services such as GBP, Apple Maps and Facebook locations.
Some of these services also enable social account review and management.
How Are Your Directory Listings?
So, yes, it’s safe to argue that directories are still required for effective local SEO.
To that end, perhaps the best place to start is with the suggested SERP test to understand where your listings and the directories stand in relation to your keywords.
Alternatively, many of the listed management services offer a quick review tool to help understand what coverage a business has across the most common local directories.
Then you can decide on a shipping strategy that fits your visibility and traffic goals, as well as your budget.
Featured image: LightAndShare/Shutterstock
What is directory advertising?
Directory advertising is the placement of print ads and business contact information in the yellow and white pages of telephone books. Publishers of directories may place white and yellow lists in separate publications.
What does directory mean? A directory is a book that provides lists of facts, for example names, addresses and telephone numbers of people, or names and addresses of business companies, usually arranged in alphabetical order. … telephone directory. Synonyms: index, enumeration, list, record More Synonyms of directory.
How do I advertise my online directory?
How to Promote a Directory Site
- Set Up ‘Coming Soon’ Page. …
- Email Your List. …
- Offer Free Premium Listings To Your First 100 Users. …
- Publicize Your Launch On Social Media. …
- Launch Paid Advertising Campaigns. …
- Collaborate With Partners. …
- Consider Promotion Through Email Newsletters. …
- Publish Meaningful Content Marketing.
Can you make money from an online directory?
As discussed, the main value of an online directory platform comes from the exchange of information between listing owners and visitors. By taking advantage of this type of exchange, you could make money by effectively controlling the information exchange between two sides.
How much does it cost to advertise in a directory?
Most local directories will pay anywhere from $25 – $100 per month for a listing, with the average price being $50/month.
What is a directory marketing?
It is a process where profiles are created in directories and as a result targeted pockets of people visiting these directories can learn more about the businesses listed there. These directories are actually websites that usually serve one or more categories of interest.
What is a directory listing?
Directory Lists A directory list is a type of Web page that lists files and folders that exist on a Web server.
What is a directory SEO?
A directory for SEO is just like other business directories or business listings, where the directory compiles a list of businesses. A web directory for SEO is a website that journals topics in one or more categories and can also function as a search engine. Websites such as Wikipedia and YouTube are examples of directories.
What is meant by business directory?
A business directory is like an online version of the Yellow Pages. Each business directory contains an index of companies listed alphabetically by industry. The individual entries are then often linked to the website of the corresponding company.
What are examples of directories?
An example of a directory is a phone book. A group of files that are stored on a disk, floppy disk, etc. The definition of a directory is intended to guide. An example of a directory used as an adjective is a directory, such as a campus map.
What is the importance of directory?
Directories remain one of the most important building blocks of your internet foundation. At its core, your NAP (name, address, phone) is your lifeblood. That data needs to be consistent across the web, no matter where a potential customer can find you, so you can be referenced correctly and receive inbound messages.
What is a directory listing?
Directory Lists A directory list is a type of Web page that lists files and folders that exist on a Web server.
Why is a business directory important?
Business directories combine and present the key information of the businesses listed in the directory in an easy-to-digest format. The purpose of business directories is to provide the user base with the information they need to be aware of, contact, locate and otherwise interact with businesses.
Why is searching directories important?
Getting your website listed in a search directory is important because it creates a strong inbound link to your website. If a directory you’re interested in doesn’t charge a fee, it’s definitely worth applying for a listing. When it comes to Domain Authority, every link counts.
How do I promote my website directory?
How to Promote a Directory Site
- Set Up ‘Coming Soon’ Page. …
- Email Your List. …
- Offer Free Premium Listings To Your First 100 Users. …
- Publicize Your Launch On Social Media. …
- Launch Paid Advertising Campaigns. …
- Collaborate With Partners. …
- Consider Promotion Through Email Newsletters. …
- Publish Meaningful Content Marketing.
What makes a good directory site? A good directory site should be shortcode friendly so that users can add any specific feature in no time. It makes things easy and comfortable for users.
What is directory in digital marketing?
What is a Directory? In terms of digital marketing, a directory or more specifically a business directory is an online listing of businesses. The lists provide information about specific businesses such as the name, address, contact information, associations and the services and products offered.
What is a directory in SEO? Directory submission is the practice where your website URL and the details on the web in a directory are submitted under a particular category. You can also improve your link like this. It is an off-page factor that will help you optimize your web page.
What is a directory listing?
Directory Lists A directory list is a type of Web page that lists files and folders that exist on a Web server.
What is directory listing vulnerabilities?
Description. Directory listing is inappropriately exposed, giving potentially sensitive information to attackers. Extended Description. A directory listing provides an attacker with the complete index of all resources located within the directory.
What are directory listings for SEO?
A directory listing is a local business listing that includes your NAP (name, address and phone number), along with some other information that can be very important to the success of your local SEO. There is an almost endless list of online directories at your disposal, and most of them are free.
Why is directory listing important?
One of the most significant benefits of local directory listings is that they help increase the chances of customers finding your business online. Statistics show that 81% of shoppers do an online search before visiting a store. The lists have a crucial role in rankings, income and reputation.
What is an online directory listing?
If you’re not sure what a directory listing is, it’s a database that connects web users looking for a specific service or information to a business that offers that service or information. This database can be in the form of an app, website, social media platform, and most often through search engines.
What are examples of directories?
An example of a directory is a phone book. A group of files that are stored on a disk, floppy disk, etc. The definition of a directory is intended to guide. An example of a directory used as an adjective is a directory, such as a campus map.
Is Yahoo a web directory?
Yahoo was started nearly 20 years ago as a directory of websites that helped users explore the Internet. While we are still committed to connecting users with the information they are passionate about, our business has evolved and at the end of 2014 (December 31st), we will be retiring the Yahoo Directory.
What is a directory in computer?
A directory is a unique type of file that contains only the information needed to access files or other directories. As a result, a folder takes up less space than other types of files. File systems consist of groups of folders and the files within the folders.
Is there an Internet directory?
An online directory or link directory is an online list or catalog of websites. That is, it is a directory on the World Wide Web of (all or part of) the World Wide Web. Historically, directories typically listed entries about people or businesses, and their contact information; such directories are still in use today.
What is a directory marketing?
It is a process where profiles are created in directories and as a result targeted pockets of people visiting these directories can learn more about the businesses listed there. These directories are actually websites that usually serve one or more categories of interest.
What is a directory SEO?
A directory for SEO is just like other business directories or business listings, where the directory compiles a list of businesses. A web directory for SEO is a website that journals topics in one or more categories and can also function as a search engine. Websites such as Wikipedia and YouTube are examples of directories.
What is meant by business directory?
A business directory is like an online version of the Yellow Pages. Each business directory contains an index of companies listed alphabetically by industry. The individual entries are then often linked to the website of the corresponding company.
Why is it important to have a directory?
"As business-to-business grows, companies will need directories to manage information and talk to each other," Blum says. "A directory is the single most important piece of foundation that will enable e-commerce," says consultant Doug Simmons. "It’s like putting your company in the Yellow Pages.
Why is a directory important? “As business-to-business business grows, companies will need directories to manage information and talk to each other,” says Blum. “A directory is the single most important piece of foundation that will enable e-commerce,” says consultant Doug Simmons. “It’s like putting your company in the Yellow Pages.
Why is a business directory important?
Business directories combine and present the key information of the businesses listed in the directory in an easy-to-digest format. The purpose of business directories is to provide the user base with the information they need to be aware of, contact, locate and otherwise interact with businesses.
Why is directory listing important?
One of the most significant benefits of local directory listings is that they help increase the chances of customers finding your business online. Statistics show that 81% of shoppers do an online search before visiting a store. The lists have a crucial role in rankings, income and reputation.
Why is listing a business is important?
Your business’s listing information is critical to maintaining and promoting your business’s online presence. Without consistent and accurate contact information, it is impossible for potential customers, web crawlers or search engines to find, verify and advertise your business.
What is the role of a directory service?
Directory services are used to store, retrieve, and manage information about objects, such as user accounts, computer accounts, mail accounts, and information about resources available on the web.
What is a directory service in Windows?
A directory is a hierarchical structure that stores information about objects on the web. A directory service, such as Active Directory Domain Services (AD DS), provides the methods for storing directory data and making this data available to network users and administrators.
What is directory and directory services?
A directory service is a database for storing and maintaining information about users and resources. Directory Services are often referred to as directories, user stores, Identity Stores, or LDAP Directory, and they store information such as usernames, passwords, user preferences, device information, and more.
Why do we need directory service?
Directory services are meant to act as the authoritative identity provider (IdP) for an organization’s entire IT infrastructure, which means that the directory you choose for your organization is incredibly important. It becomes the source of truth for authentication and authorization across your digital workspace.
What is directory services in networking?
A directory service is a database for storing and maintaining information about users and resources. Directory Services are often referred to as directories, user stores, Identity Stores, or LDAP Directory, and they store information such as usernames, passwords, user preferences, device information, and more.
How many directory services are there?
The three main directory services in use today are the standards-based Lightweight Directory Access Protocol (LDAP), Novell’s Novell Directory Services (NDS), and Microsoft’s Active Directory.
Is DNS A directory service?
DNS is a directory service that provides a mapping between the name of a host on the network and its numerical address. DNS is required for the operation of the internet.
