The true cost of local business directories

Local business directories aren't what they used to be. In years gone by they were weighty tomes delivered to doorsteps with a thud. These days, they still come in paper versions, but their real value is often in their digital editions. Here are some pointers to getting the most out of local business directories in the digital age.

Local business directories + mobile users = sales

There are many good reasons for continuing to use local business directories and this is possibly the biggest. People searching from a smartphone or tablet may very well be out and about on the hunt for the product/service you offer. Therefore making sure your business is clearly displayed in directories which are popular with mobile users can, quite literally, result in feet coming through your door. With this in mind, it may be worth going all-out for mobile friendliness and being prepared to pay for premium listings. Advantages of this may include higher placing in search results and lack of adverts. The latter could be a definite advantage when dealing with mobile users who are on smaller screens and may be using expensive data connections rather than Wi-Fi.

Local business directories which already recognize you can be low-hanging fruit

A quick Google search on your business name will probably bring up a list of local directories where you are already mentioned. Since this is an easy win, take the time to complete your listing with details such as your website and working hours. Most directories provide a link to do this although it may take some clicking to find it.

Look for the local business directories your competitors are using

Repeat the same search for your competitors. Take a good look at the results to see how much effort your competitors have made to complete their profile on each of the local business directories returned. If you're on a tight budget, focus your effort on these.

Find the right local business directories for your keywords

While it would be nice to think that your business would be well-enough known for (potential) customers to search for it by name, the reality is that there will probably be a lot of people out there using generic searches in local business directories to find a business which meets their requirements. If you've been doing your SEO properly, you'll know what keywords they use. Look for local business directories which rank highly for these keywords and make sure you are listed in them.

A word of caution regarding local business directories

Using local business directories is a balancing act. On the one hand, they can undoubtedly help your business. In very simple terms, people need to know who you are, where you are, what you do and how to get in touch with you before they can do any business with you. On the other hand, there is a price to be paid in terms of time and/or money when setting up entries in local business directories.  Also many local business directories allow users to leave reviews and negative ones will need to be managed promptly. With this in mind, it is advisable to focus time and effort on the local business directories which matter.

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