Small businesses who are found on reputable business directories will have a huge advantage over their competitors after Google’s new update.
As mentioned in my previous blog, Google recently released a significant algorithm update to their search platform named Pigeon by Search Engine Land’s Barry Shwartz.
As speculated in the earlier post, Google’s change was in favour of reputable directory sites. This includes different flavours of internet Yellow Pages and other online business directories.
Small businesses can benefit greatly from this latest change by ensuring they have a presence on reputable local vertical specific business directories within their respective industry as well as within local general business directories.
What this means is that if you are a restaurateur for example, you would ensure that your business is visible on food or dining related vertical local directories like Yelp and Urbanspoon as well as within general business directories like Yellow Pages and TrueLocal who cater for multiple industries.
Unfortunately, with this shift from Google, it means that if IYPs (Internet Yellow Pages) and directory sites are getting more visibility and uplift, there will be an equal downward shift for some local business websites that previously occupied the top spots.
If this has happened to you, you would need to seriously consider the possibility of ensuring your presence on such reputable directory sites that are now occupying the top spots in your realm.
Even if you are not one of those businesses that have been negatively impacted, you would benefit from ensuring your presence is also maintained with current details.
You will need to do appropriate research within your industry to try and uncover the reputable business directories within your vertical where you would best benefit from having an appearance.
It would also be worthwhile to audit all your current listings across the web to ensure that your NAP details are up-to-date and uniform across every listing. NAP refers to your business Name, business Address (both physical and web) and Phone number.
Follow these steps to ensure you give your business the best chance of success in light of the latest changes from Google.
Put in the time to carefully research and find the right mix of directories for your business and analyse your current presence on them if already included.
If you are not included in the most reputable directories then ensure you take action to change this for your business is included.
Maintain a list of these sites and your presence across them for tracking purposes
Embrace ratings and reviews
Encourage happy customers and suppliers to leave you reviews on these sites where possible and ensure you have a way to monitor and respond to any negative ones.
If you would like to obtain further detailed information on how to optimise your website for directories and internet Yellow Pages, you contact us here at Yellow Pages.
Kavit Shah is Senior Manager, SEO at Sensis