What Is Local Listing Management and Why You Need It

There's no shortage of places to promote your local business on the internet. Sure, there are the usual suspects, like Google Maps and Facebook. But you can also list your company on TripAdvisor, Yelp, and dozens of other platforms. The more the merrier, right? 

Yes, but only if you update these local listings. When you're scattered all over the internet, it's easy to overlook some of your profiles. Suddenly, your Google Business Profile has completely different business hours than your Instagram account, and your Yelp profile is still showing your Christmas hours in July. 

Local listing management helps you wrangle all these profiles and keep all your business information consistent. That way, you're not confusing search algorithms — or even worse, customers. 

Understanding Local Listings



Chunky printed phone books died in the early '90s, but their spirit lives on in local listings. A local listing is a business profile that appears in an online directory, such as Google Maps, Yelp, Apple Maps, and the more niche Hotfrog. 

Local listings share basic business information, such as: 

• Address
• Contact information
• Products or services
• Reviews
• Website links

These profiles aren't a replacement for your website or social media accounts. Instead, they act like miniature billboards that help customers discover your business when they search for local options. Someone who needs an engine repair, for instance, may visit Nextdoor to scope out nearby mechanics. It's an easy way for clients to peruse what's available instead of only relying on Google search results. 

Creating online business listings helps you stand out in local search. The Yellow Pages, for instance, often compile listings into round-up articles, such as Auto Repair Service in Chicago, IL. Lists like these frequently appear near the top of search rankings, which gives your business a visibility boost if you get spotlighted. 

These listings also improve local search engine optimization (SEO). If you only have a business website, you take up one slot in the search results. But if your company appears in a dozen places, it's more likely to show up a few times when customers look for what you're offering. Your website, Yelp profile, and MapQuest listing could all show up in the same search — and that means less room for competitors. 

What Is Local Listing Management?

Local listing management involves improving and updating online listings for your business so they don't get stale or outdated. You need to actively maintain each profile, or the details will quickly get inconsistent. 

Updating your company's name, address, and phone number (NAP) is especially critical. If your business name is Ken's Auto Shop on Google and Kenneth's Auto Shop on Yelp, customers might assume they're two different companies. Or one of the platforms might flag your account as suspicious and make you reverify your information. 

Luckily, platforms like Google don't charge to create or update a listing for your business. You can tweak your details whenever you like, so your online presence is always the same everywhere. That builds trust and helps customers get in contact with you. 

What Do Local Listing Managers Do?

Logging into two dozen profiles to update your business's email address can eat up an entire afternoon. Many companies invest in local listing management software to handle these tasks and see all their profiles in one place. 

NAP Consistency and Accuracy

The last thing you want is for customers to dial an out-of-service number or show up to a vacant garage. Local business listing management makes sure that all of your profiles have the same name, address, and phone number. 

Business Listing Creation and Optimization

Setting up online business listings is time-consuming. You need to add appealing photos, pick the right categories ("Auto shop or mechanic?"), and list all your services. Some platforms also have special verification requirements. For instance, Google Business Profiles often require businesses to submit on-site videos. 

A listing manager can speed up this process by automatically uploading the same data to each platform. Instead of typing in your address 15 times — and hoping you don't make any typos — the software can do it for you. It will also clean up any duplicate listings to consolidate all your information and reviews. 

Review and Reputation Management

Many local directories also include customer reviews. That way, visitors can see what other people are saying about your business before they decide to contact you. 

Protect your reputation by using listing management software to monitor these reviews closely. The technology can notify you each time someone leaves feedback, so you can quickly respond. 

For positive reviews, a sincere "thank you" with a personal comment is usually enough. If someone praises your front desk staff, for instance, you might write, "Thanks, Brad! Melissa is always happy to help with tricky scheduling. See you next time!" 

Negative reviews also require tactful responses, even if they hurt your feelings. First, consider if there's any merit to the customer's feedback. Maybe your techs do come across as a bit rude, or your waiting room could use a good declutter. If it's justified, thank them for the feedback and share your plans to improve. But if the review seems unfair, share your side of the story neutrally and move on. 

Review management builds trust by showing customers that you value their advice and thoughts. It also allows you to step in quickly if someone makes false claims about your business. If a disgruntled customer writes that your technicians dented their car when they actually just didn't offer a discount, a timely response can save your online reputation.

Monitoring and Maintenance

A listings manager routinely checks your local business profiles and flags anything outdated or wonky. If you forgot to add your new address to Apple Maps, for instance, it will notify you. No more accidentally sending customers across town. It can also point out missing listings, so you can add your business to new sites and improve your online visibility.

This software makes listing updates a breeze, too. Instead of changing your email address in 20 places, you can update it in the listing manager and push the new information to all your profiles. 

Performance Analysis

Without data, it's impossible to know how people and search engines interact with your local business profiles. A listing manager can track clicks, search rankings, and other metrics. This information can help you see which profiles are working and which ones you need to improve. 

The Benefits of Managing Your Local Listing

Here are a few reasons to invest in a local listing management tool: 

• Centralized management: Don't waste time trying to remember the login details for a dozen platforms. With a listings manager, you can monitor and update everything in one spot. 
• Local SEO: When all your profiles have great visuals and accurate information, they're more likely to appear in local searches. 
• Customer trust: Clients will view your business as more credible when they see your professional, well-maintained profiles. 
• Visibility and ranking: More listings mean you have more chances to rank in search engine results. Plus, customers are more likely to find you when you're on all the popular directories. That can give you an edge over other local businesses that only have a few bare-bones listings. 
• Client engagement: When you actively respond to reviews and questions, customers have more chances to interact with your business. 

Optimize Digital: The Best Local Listing Management Software

Local listings are a key part of reputation management. They make it easier for customers to find your business and share their experiences, which can help bring in more traffic over time. 

Managing all these listings takes time, but you don't have to do it alone. Optimize Digital Marketing's Online Directory Management allows you to track and update your listings across over 78 platforms, from Alexa to Yelp. Powered by Yext, it helps boost your rankings and keep all your information accurate. 

Contact us to learn more about how our software can help protect and grow your reputation.