Critical data for online business listings

Listings for local SEO

To rank well in local search, you need consistent NAP data, website, hours, and more across all major listing directories. In addition, search engines need to validate you as a credible local business.
The more accurate and consistent data about your business across the web, the more search engines will trust the company's validity. And the more the search engines trust the business, the higher they will rank in local SERPs (Search Engine Results Page).
According to Moz's 2017 Local Search Ranking Factors survey, 13% of professionals list citation signals as the most critical element in the Local Pack Ranking factor.

What’s in an online business listing?

The information contained in business listings can vary across verticals and directories—but some critical pieces of information are essential across all verticals.

NAP Data

The most crucial data in a business listing is NAP data: name, address, and phone number. NAP data is critical for the online visibility of any business, and every listing source contains this information about the companies listed. Having correct NAP data ensures that customers will find your business online and have accurate, up-to-date information on how to contact you.
NAP data is also vital for search engines like Google to display your business in geo-targeted searches. For example, if someone searches for “good seafood” in the Boston area, the local Boston seafood places with correct NAP data will appear. So, of course, Google gives search ranking priority to businesses with accurate NAP data—how else are they supposed to tell where you are, what you do, and if you’re even a legitimate business?
The stats
Consumers are looking for your business! What exactly are they looking for?
● 53% of mobile searchers are looking for directions● 50% are looking for business addresses

Think with Google

Despite the importance of accurate NAP data, our data shows that many businesses fail even at this primary step into the world of listings.

● 86% of businesses have either missing or incorrect company name information listed across all listings sources● 72% of businesses have either missing or incorrect address information listed across all listings sources● 71% of businesses have either missing or incorrect phone number information listed across all listings sources

Data taken from the 140,000+ local businesses in our system

Hours of Operation

One of the most important details about your business besides NAP data is the hours of operation. When customers search for your business (or your goods and services), they have high purchase intent and are likely in search of satisfying an immediate need.
The consumer will likely visit a business after it is shown as “open” on their Google search.

If your business has no hours listed, the consumer must go out of their way to find out whether you’re open or closed from their website or a phone call. Or, worse yet, they drive to visit your business and find that you’re closed. So now they’re not only inconvenienced by not knowing your business hours, but they’re also upset for wasting their time. So let the negative reviews commence!
If your competitor has their business hours listed, they’ll likely capture that consumer. People want their needs fulfilled—they’d be happy to spend their money at a business with their hours correctly listed if they were coming in-store to make the purchase.

The stats

● 73% of purchases that result from mobile searches happen within the same day, and most (63%) within a few hours● 76% of consumers report that they expected hours of operation information when conducting a search● Over 60% of consumers find that knowing the business hours helps them make their purchase decision.

Localeze, 2015

Consumers are often looking to make purchases the day they’re searching, so make sure they know your store is open when they go looking!

Websites

Does your business have a central “hub” of information to direct users online? Then, throw that website link into your business listings. Consumers will often travel from Google search to a business website to get a feel for the business and learn more about its offerings. So obviously, including a link to your website is essential for their online presence.

The stats

● 93% of businesses have either missing or incorrect website information listed across all listings sources● Only 7% of businesses have their website information correct across all listing sources● Nearly half of small businesses don’t have a website (Clutch)

Website accuracy by industry

If a user can find your website, they’ll get a better impression of your business and likely have a more positive experience. With nearly half of small businesses not having a website, you can make your business stand out on the SERP by including your website data in the listing information.

Other listing information to include

Depending on your business vertical, other pieces of information may be vital for you to include in their online business listings.

● Payment methods● Services● Brands● Holiday hours● Photos● Social profiles● And more!

The more information you include across all listing sources and directories, the easier it will be for consumers to find your business and purchase your products or services.