When you hear about online directories, what comes to mind?

Each time I bring up the subject of online directories, to be honest, it is met with a thud. They are not fancy, not exciting and require some old-fashioned time-sucking data entry, but they are an essential component to help your business get found online.

Here’s a primer on what online directories are and how they help your business online.  

In the constant race to fine-tune your online content to show up in search results, you need to be doing all you can with all you’ve got.

The Reality of the Online Directories

Here’s the truth. Creating your listing in the several online directories that matter is time-consuming. You need to search for the right ones for your business, decide which you’ll focus on, enter all of your relevant data which includes:

• Business name
• Business address
• Business phone number
• Website and social media links
• Photos of your business, products, logo, team
• Description of your business/products/services
• Hours of operation
• Promotions/sales/features

You’ll want to keep this updated and managed during the year.

Exact Same Information, Always

You’ll also want to ensure, no, be absolutely certain, that you are consistent with the way you are entering in information to each online directory.

Google and the other search engines use online directories as part of the information they draw upon to decide who shows up in online search results. And if your business is listed three different ways in different directories, while us humans may be able to figure out it is the same company, Google doesn’t get it.

Google wants to show relevant and helpful information back to the user, if Google isn’t sure, it’ll bypass your company and list one that is consistent with their information.

Here is an example of how the same company could be listed three different ways:

• Acme Excellent Training Company Inc.
• Acme Excellent Training Co.
• Acmen Excellent Training Inc.

Outsource Your Online Directory Listings

If you’re feeling like it is a lot to keep up with, you’re right. Consider getting help with your online listings by working with a marketing consultant to manage this for you. They’ll get an understanding of your business, recommend where to be listed, ensure your listings are entered consistently, manage and update existing listings and keep an eye out for any new directories to submit your business information.

This keeps you focused on your business, saves your time and ensures that you’re doing all you can with all you’ve got to increase your ability to show up in relevant search results to increase awareness of your company.

Let me know if you’ve got questions. I’d be happy to help.

Jen Kelly is a marketing consultant in Toronto running New Initiatives Marketing Inc. (NIM) serving clients in Canada and the USA. NIM is the team to call for marketing execution excellence. Contact us today for a no-obligation chat about how getting your online directory listings right can help your company.