Local search: Be found more easily with online business directories

Crafts 4.0: For a long time, listings in online business directories were considered of little use. Now, company listings offer a significant advantage: they can greatly improve rankings in local search results. Here's what you should consider!

This article is part of the special topic Digital Crafts

The Search for local service providers has changed in recent years almost completely moved to the InternetAccording to a study by BrightLocal searched 2020 around 93 percent of consumers online for local businesses and service providers – almost 34 percent of them even daily. Internet users in Germany rely primarily on Google. 97 percent of all mobile and 84 percent of all desktop searches the search engine was loud Statista.de clear market leader in April 2021.

Local target group approach

In order for craft businesses to rank highly in local searches such as roofers Cologne or heating repairs Dortmund, the Consistent optimization of your own websites for search engines the best choice. But there is another option: By Listing your business in free industry directories Craftsmen can improve their online visibility in several ways. Firstly, the Google ranking of their own homepage benefits from the links found in the various directories. Secondly, the industry directories are usually so well optimized for search engines that individual entries high up in the results lists often even before the company homepages. This also makes industry directories interesting for small businesseswho do not yet have a website but still want to be found on the Internet. In addition, when searching for service providers, Google displays an extra box directly below the input field, which leads directly to online industry directories, for example, The local, WerkkenntdenBEST or 11880.com.

Use free basic entries

For the best cost-benefit effect Craftsmen should make sure that entries in online industry directories are completely free. Although the portals usually offer Additional services for an additional charge However, these are usually not necessary for positive search engine effects. If interested, companies should take a close look at the potential benefits and prepare a detailed cost-benefit analysis.

Convince new customers in a targeted manner

The company entries found by search engines also have a great advantage for potential customers: Here all important information about the operation available at a glance, such as company description, telephone number, address and often even reviews. With a well-maintained entry, tradespeople have the opportunity to To convince new customers directly of your own business or to direct customers to their own website. Good reviews from other customers are also helpful: To gather initial opinions, tradespeople can ask their customers to leave an objective review in a specific industry directory after completing a project.

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Operations management

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Manage entries automatically

Anyone who wants to slowly get to grips with the world of industry directories should start with a free entry at Google My Business The most important advantage: your own Listing will be included in local Google search results and ideally displayed before the actual results list. Entry also for navigation requests in Google Maps If businesses want the easiest possible management of their entries in the various online business directories, several paid services are available online that automatically transmit data and changes to dozens of different portals. These services offer, for example, Pylot , Strato ListingCoach  or Sunlocal.

Technical terms explained quickly

Backlinks

Links from external websites to your own website.

keywords

Keywords include search terms under which a website should be found in search engines.

Link popularity

Link or domain popularity indicates how many external websites link to your website. The more links, the better your site will rank in search engines.

Online marketing

The term encompasses all marketing measures that are carried out via the Internet: from your own homepage to online advertisements and entries in company directories.

Tracking

The automatic logging and evaluation of visitor numbers and activities.

Overview of selected free industry directories. Photo: © Thomas Busch

Checklist: Making the most of industry directories

• Make sure your listing in the business directory is free and, above all, remains free. Carefully read the terms and conditions and listing description beforehand.
• Create a list of the web addresses of the business directories you're listing your business in. This will help with future changes.
• The most important data for entries in industry directories include: company name, postal code and city, street and house number, telephone number (preferably with regional area code for local SEO effects), homepage and email address.
• Provide additional information that may be helpful to customers, such as a brief company description, details of products and services, opening hours, photos or videos, and links to shops and social media profiles.
• To achieve a positive Google ranking, ensure that your listings use absolutely identical information and spelling across all industry directories. This applies, for example, to the company name, the spelling out of street names, and phone numbers with or without hyphens or international area codes.
• If a business directory allows for customer reviews, you'll benefit from positive reviews in local search results. It'll also make it easier to convince new customers of your business's commitment to quality.
• If individual information about your company changes, such as address or telephone number, you should update it promptly in all industry directories.
• If you do not wish to receive advertising calls from the respective industry directories, avoid asking for permission to contact them or subsequently object by email, letter or fax.

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