Maintaining local listings has been key to SEO, lead generation and sales since the 2000s. But at some point – particularly during the late 2010s  –  listing management started to evolve due to saturation and the advent of listing services like Yelp, TripAdvisor, and Google My Business earlier in the new millennium. 

Bad practices like outdated or inconsistent information, fake reviews, keyword stuffing, and link farming resulted in many listings losing ranking and efficiency. In fact, about $10.3 billion worth of annual sales were lost due to wrong, incomplete, or missing listing information, according to Chatmeter. 

At one point, there were so many businesses listed in each local directory that users could not tell them apart and had a hard time finding what they were looking for. 

This has forced several local business directories to rethink their strategy and define a new way of attracting companies that needed improved visibility and reach more potential clients. They realized that it was not enough to focus on brands that provide answers for searches in specific neighborhoods, communities, or cities.

Local directories found a new purpose by prioritizing businesses with consistent and regularly updated information. Businesses found that keeping their local listing management in line with these requirements worked to reach prospective customers around them while maintaining customer trust during times of need. Before discussing the best practices for local listing management, it's important to understand what local listings are and why they matter.

What Are Local Listings and Why They Matter

Local business listings are found on platforms like Google My Business, Yelp, Bing Places for Business, Yellow Pages, Trip Advisors and more.

These listings help customers find you when they’re searching for services or products “near me” or in [city name].

Imagine someone new to your town, craving pizza or a local delicacy and looking for a place to crash for a slice of it. 

They pull out their phone and search, "Pizza near me." If your pizza shop is well-listed and updated on Google My Business or Yelp, guess what? You’re game! If not, you’re missing out on hungry customers and a lot of sales. And it's not just for pizza shops or hospitality businesses. Research shows that as much as 87% of consumers begin their product hunts online. 

Reasons Local Business Listings Matter 

The following data show consumer behavior regarding geolocation-driven web searches to demonstrate how important local business listings are.

1. 46% of all searches on Google are local in nature.
2. 88% of local searches from consumers lead to a call or a physical visit within the next 24 hours. The same is true for 34% of people who search from their PC or laptop.
3. 81% of shoppers research online before making a purchase in a physical store.
4. 80% of customers lose trust in a local business if they find incorrect listing information; 63% would stop using a local business for the same reason. 
5. 92% of people who perform a local search choose a business from the first page of Google results.

Local business listing doesn't end at listing your service or product online since there's a lot of competition these days. Let’s learn how to optimize them for the best results.

How to Keep Your Local Listings in Good Shape

Did you know that an outdated or inconsistent local business listing can harm your business's online reputation just as much as not having one at all? While local business listings are important, they are not the sole focus of local SEO. Effective local listing management requires a strategy, especially when potential customers are searching for products or services nearby. Here are the top nine checklist items to review weekly to generate more leads from your local business listings.

1. Ensure NAP Consistency Across All Listings

NAP stands for Name, Address, and Phone number—the three key pieces of information that tell people (and Google) who you are, where you are, and how to reach you.

Here's the thing: this info needs to be exactly the same everywhere it appears online.

For example, if your business address is "123 Main St" but is listed as "123 Main Street" on another site, Google might not recognize that it's the same location. Similarly, you shouldn't list yourself as “Burgers and Co.” on Google My Business and then as “Burgers and Company” on Yelp. This inconsistency doesn't help you, your customers, or the search engines, as it can create confusion.

Why does this matter? Imagine you're hungry and searching for a new restaurant. You find one that looks great, but when you check the contact info, you see two different addresses: "456 Oak Blvd" and "456 Oak Boulevard." This inconsistency raises doubts about the legitimacy of the business, likely leading you to choose another option. You want to avoid this situation for your own business.

Keeping your NAP consistent helps Google identify your business as trustworthy, boosting your visibility in search results. It’s like giving your customers and Google a clear, consistent roadmap to find you.

2. Claim and Verify All Your Listings

One of the simplest yet most important local listing management practices is claiming and verifying your listings. 

Without doing this, you’re leaving your business open to misrepresentation or even getting lost in the sea of competition. 

Now, here’s what happens when you don’t claim your local business listings. 

Imagine a potential customer searching for your business online and finding an unclaimed listing with outdated details—incorrect hours, or worse, someone else managing it. This can create confusion and frustration, leading the customer straight to a competitor with everything in order. 

Verifying your listing ensures that your contact information, hours, and photos are accurate and up-to-date. Claiming your listings on platforms like Google, Yelp, or Bing is straightforward, and it gives you control over your online presence. Once verified, you'll gain access to features that enhance your visibility, like responding to reviews and viewing monthly metrics. It’s like organizing your storefront so everyone knows exactly where to find you and what to expect. People trust what they can confirm!

3. Regularly Update Business Information

You've successfully claimed and verified your listings—great job! However, the work doesn’t stop there. If your business information isn't kept up to date, it can be just as damaging as not having a listing at all.

Consider the story of a small sandwich shop in downtown Chicago. The owner thought everything was in order, but one day, a customer came in after checking the hours on Addyp. Unfortunately, the listed hours were outdated. The shop had changed its closing time months earlier, but the online listing still reflected the old hours. This led to a frustrated, hungry customer arriving just after closing time, resulting in a one-star rating and a negative review about the "inaccurate hours."

This scenario is all too common. So, how often should you update your business listing? There’s no hard and fast rule, but you should update your listings immediately whenever there's a change—new hours, services, holiday closures, or a new phone number. Even if nothing changes, checking your listings every few months is a smart practice to ensure accuracy and smooth operation.

4. Optimize Your Listings with High-Quality Images and Descriptions

A picture truly is worth a thousand words, so what do the product or brand photos in your listings convey? Do your listing images and descriptions tell the complete story of what your product can do, or do they suggest a different narrative—one where the details are blurry, the lighting is poor, and the quality is subpar, leaving much to be desired?

Put yourself in your potential customer's shoes: you’re searching for a restaurant online and find one with dimly lit photos of its dishes. To what extent would you feel comfortable dining there? Now, compare that to a listing featuring bright, high-quality images that make your mouth water. It’s clear which one you’d choose.

High-quality images help customers visualize your offerings and foster greater confidence in their choices.

But don’t stop at the photos! Your descriptions need to be just as compelling. Even the best images won't make an impact if your descriptions are vague, rushed, or uninspiring. 

Tell a story with your descriptions. Get specific about what makes your product unique. How does it solve a problem? What can customers expect when they walk through your doors or hit ‘add to cart’? By being intentional with your words and visuals, you’re not just listing products—you’re crafting an experience.

5. Monitor and Respond to Customer Reviews

Customer reviews are the digital word-of-mouth of today’s world, and they can make or break your business. 

This local listing management practice reinforces the customers’ positive experience and encourages others to do the same. 

Moreover, businesses (especially in hospitality) that start responding to reviews often see 12% more reviews and an increase in overall ratings, according to a study by HBR on TripAdvisor customer reviews. 

Additionally, a 2024 Bright Local study says 88% of potential customers are more likely to use a business if they see the owner actively responding to reviews—both negative and positive. 

So, get in there, monitor your reviews regularly, and make sure to respond thoughtfully. 

6. Leverage Local Keywords in Your Listings

Keywords are the language of search engines in algorithm engineering. If you don't use them in your listings—or if you use inappropriate keywords—you risk being overlooked.

Local keywords in your listings and on your website inform search engines exactly where you are and whom you aim to help.

For example, if you run a yoga studio in Santa Monica, using phrases like “Santa Monica yoga classes” in your listings makes it incredibly easy for locals to find you.

Now, let’s say someone is new in town and searching for a coffee shop with a killer mocha latte. If your listing includes “best mocha latte in [Your Town]” or “top coffee shop in [Neighborhood],” you’re practically rolling out the red carpet for them. 

Using local keywords isn’t just a clever tactic; it’s about positioning yourself in the right search results and ensuring your business stands out. When people are looking for something nearby, you want to be the first name on their list.

7. Use Local Posts and Updates

Local posts and updates are a fantastic way to keep your local listing lively and engaging. Imagine being able to announce your latest deals and events right where your customers are looking—how cool is that?

If your business is hosting a workshop or launching a new product, a quick post can keep your customers in the loop. It makes them feel like they’re part of your business’s journey. Additionally, if you’re running a limited-time promotion, local posts are a great way to announce it!

8. Use Local Listing Management Tools for Automation

Maintaining local listings can sometimes feel like juggling flaming torches—exciting but a bit overwhelming. However, using a local listing management tool can be incredibly helpful for busy businesses with limited resources.

Tools like Synup can automate and simplify the local business listing process significantly.

Let’s say you’ve just opened a new location or extended your weekend business hours. Instead of manually updating every listing across multiple platforms—Google, Yelp, Bing, Facebook—you can rely on automation tools to handle these updates for you. These ensure your information remains consistent and up-to-date everywhere, without any hassle.

Without a tool for maintaining local listings, you might spend hours logging into each platform, checking for outdated content, and making changes. But with a tool like Synup, you can update your details in one place and let the tool disseminate the information across all your listings. 

You can check out Synup for free by booking a demo to see how it can streamline your local listing management.

9. Track Listing Performance and Make Adjustments

So, you’ve got your local listing management all set up—great job! But the journey doesn’t end there. To keep your listings in good shape, you need to track their performance and adjust as needed. It's like tending a garden. You wouldn’t just plant seeds and walk away; you’d check in regularly, water, and maybe pull a few weeds.

Tracking your listing performance is like checking the pulse of your online presence. Tools like Google My Business Insights or Yelp’s analytics can give you a peek into how people interact with your listings. Are they clicking on your phone number? How many people are visiting your website from your listing? These insights show you what’s working and what might need tweaking.

If you've noticed a dip in the number of clicks on your phone number, a quick check on your listing might reveal outdated contact details or a confusing layout. Updating this information could make all the difference, bringing those clicks and customers back to you.

Adjusting based on what you find doesn’t mean you need to overhaul everything constantly. Sometimes, it’s as simple as refreshing your business hours or adding a new photo that better represents your latest products or services. It’s about staying dynamic and responsive. Your local listings are often the first impression customers get of your business—make sure it’s good!

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Summing Up

Maintaining accurate and up-to-date local business listings is a good practice for every business. 

Regularly check and update your information to ensure it’s current. Claim and verify all your listings to control what potential customers see. Respond to reviews and keep an eye on any changes in the industry. Lastly, a local listing management tool can automate changes, keeping things consistent. 

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Best Practices for Maintaining Local Listings: FAQs

1. What is local listings management?

Local listings management is the art of making sure prospects and customers find accurate and updated information about your business on the most common digital maps and directories. Maintaining local listings involves regularly updating your business information across various platforms like Google My Business, Yelp, and Bing Places for Business. This means keeping your address, phone number, hours, and other essential details accurate and consistent. 

2. How can I make my listing more attractive?

High-quality photos, a compelling business description, and engaging updates can turn a bland listing into a customer magnet. For instance, if you run a café, showcase your most drool-worthy dishes or a behind-the-scenes glimpse of your baristas in action. 

3. What makes a listing stand out?

Stand out by being both visible and engaging. A standout listing typically includes clear, high-resolution images, customer reviews, and consistent updates. A friendly tone in your responses to reviews and regularly posting updates about new services or promotions can also help.

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