Small businesses can publish their business information on free high quality business directories to get backlinks, citations and rankings.
Next time you query a set of local business related keywords in a search engine, notice that many of the top results comprise of a mixture of regular websites, Google Business Profile listings and business directory pages.
These top results contain business information matching or very relevant to whatever you typed into the search engine. By signing up to the top ranking free directories you too can piggyback these search results.
High Ranking Web Properties
Think of ANY web page as virtual real estate or digital property. The cash value of this virtual property is determined by how many potential customers land on these pages, see the business information and eventually go on to make a purchase.
The Value of Virtual Real Estate
A kitchen fitter selling fitted interior designs could register their information on a free online business directory, effectively squatting on someone else’s property.
If this kitchen specialist charges a maximum of £20,000 for his services, and he sells two kitchens at full price as a result of publishing their business information on (for example) a Thomson local page, then that page is potentially worth £40,000.
Search Engine Marketing Funnels
Think of your business directory listings as funnels. A funnel is a cone shape, with the wider end capturing qualified leads and guiding them closer to taking an action such as picking up the phone or visiting your website link.
The PDF below is a business directory report for you to download (last updated 2015).
There is 70+ hours of research and analysis so make the most of this and use it to your advantage.
A simpler way to illustrate the concept is to think of people going in one end of the funnel and money coming out of the other.
Each free business directory you register for needs to be set up with care and attention.
The best directories allow pictures, videos, maps, links, social media feeds and more to be added. The more detailed and comprehensive your listings are, the more likely they are to convert. You only need to set up the free listings once and they are usually good forever.
I have seen listings I set up years ago for another business still live.
To summarise, you only need to do it once, but you need to do it well, and make sure to keep a record containing logins and passwords so that you can keep these directory listings up to date.