Why Should You List Your Business in Online Business Directories

Why Should You List Your Business in Online Directories_ Your Guide to Expanding Your Online Visibility and Reach _ MediaOne Singapore

Why Should You List Your Business in Online Directories: Your Guide to Expanding Your Online Visibility and Reach

In today’s digital age, where information is readily available at our fingertips and businesses are just a click away, online directories have become a pivotal player in the digital marketing game.

These directories serve as a comprehensive database of businesses across various industries, providing users with quick and convenient access to information such as contact details, location, services offered, and customer reviews.

But as a business owner, you may be wondering if listing your business in an online directory is even worth the time and effort in the first place. Well, the short answer is yes. And in this guide, we’ll tell you why.

What’s an Online Directory?

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An online directory is a submission-based website that lists businesses, usually categorized by industry and location. It serves as a one-stop-shop for users searching for specific products or services in their area.

Think of it as the modern-day version of the Yellow Pages but with the added bonus of being accessible anytime and anywhere through internet-connected devices.

Typically, online directories allow businesses to create a profile or listing, which includes basic information about their company and offerings. Some directories also offer advanced features such as customer reviews, ratings, and the option to add photos and videos.

What Information Does an Online Directory Provide?

As mentioned, online directories provide users with basic information about a business. That includes:

  • The company’s name
  • Address
  • Phone number
  • Website
  • Operating hours
  • Accepted payment methods
  • A brief description of the business
  • Hours of operation
  • Social media links
  • Photos and videos
  • Product or service listing

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Online directories are sometimes referred to as citations or citation sites. That’s because they serve as a reference for your business, providing customers with the necessary information to contact or visit your establishment.

How do Online Directories Work? 

Online directories act as intermediaries, bridging the gap between customers and businesses.

Businesses create a listing on an online directory, providing all the necessary information. When a user searches for a specific product or service in their area, the directory’s search algorithm will pull up relevant listings based on keywords and location.

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Users can then browse the listed businesses and choose the one that best fits their needs. They can also read reviews and ratings from other customers to help them make an informed decision.

What Type of Online Directories Are There? 

Not all online directories are created equal. Some are specific to certain industries, while others are more general and spread across various categories.

  • Yellow Pages: Yellow pages are telephone directories digitized and made available online. Unlike traditional phone books, they’re organized by business type and location rather than alphabetically.
  • Classifieds: Classifieds are a type of online directory that allows users to post advertisements for goods and services. These can range from selling used items to offering professional services.
  • Review Sites: Review sites are online directories where customers can leave reviews and ratings for businesses they have visited or used. These reviews help other potential customers make informed decisions.
  • Niche Directories: Niche directories are specific to a particular industry or niche. For example, a directory specifically for restaurants in a certain city would be considered a niche directory.
  • Job Boards: Job boards are online directories where employers can post job openings and potential employees can search for job opportunities. These directories may be general or focused on a particular industry.
  • Geo-Location Directories: Geo-location directories use GPS technology to provide users with location-based listings. That is especially useful for those looking for businesses or services in their immediate area.

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Some listings charge a fee for businesses to be listed, while others are free of charge. Paid directories often offer additional features and benefits, such as higher visibility or enhanced listings. However, free directories can still provide valuable exposure for businesses.

Before deciding on whether to list your business in a paid or free directory, you might want to consider your target audience and the specific benefits of each directory. 

For example, if your target audience primarily uses a particular paid directory, then listing your business there may be worth the investment. On the other hand, if your business operates on a tight budget and you are looking for a broader reach, a free directory could be the way to go.

Additionally, some directories offer both paid and free listings, allowing businesses to choose the level of exposure that best fits their needs and budget.

Get to Know Your Directory Before Advertising There

You don’t just want to list your business in any directory without researching first. First, look at their domain authority and see if it ranks well on search engines. That will help determine how much visibility your listing will receive. 

How much traffic does the directory receive? The higher the traffic, the more likely potential customers will see your listing. You also want to ensure the directory is user-friendly and has a good reputation in the industry. Take some time to browse through the directory and see if it aligns with your business values and goals.

Does Directory Listings Help Boost SEO?

According to the Business Listings Trust Report, 94% of consumers used an online directory within the last 12 months to learn more about a new or unfamiliar business. As such, directory listings can be a valuable source of traffic and potential customers for your business. 

Having your business listed in multiple directories can also improve your search engine rankings. When search engines index a directory listing, it creates another backlink to your website. That can signal to search engines that your website is reputable and relevant, improving its ranking on search engine results pages.

Even more important, directory listings can also help your business appear in local search results. That’s especially crucial for small and local businesses that rely heavily on their community for customers. Listing your business in local directories can improve its visibility to potential customers within your local area, increasing your chances of appearing on Google’s “local 3-pack” or other localized search results.

Common Examples of Web Directories

Some popular directories include Google Business Profile, Bing Places for Business, Yelp, and Yellow Pages. These directories are well-known and widely used by consumers, making them a great place to start when considering listing your business.

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Let’s take a closer look at some of these popular directories and how they can benefit your business: 

  • Google Business Profile: This directory is owned by Google and allows businesses to create a profile with information such as their address, contact details, website link, and business hours. It also allows customers to leave reviews, significantly impacting a business’s reputation and search engine ranking

Having a Google Business Profile can also improve your chances of appearing in the “local 3-pack” on Google’s search results page.

  • Bing Places for Business: Similar to Google Business Profile, Bing Places allows businesses to create a profile with important information and customer reviews. Microsoft owns this directory, making it an important platform for businesses targeting Bing’s search engine market.
  • Yelp: This directory is primarily used for reviewing and discovering local businesses. It allows customers to leave reviews, post photos, and interact with other users. Your business needs a positive presence on Yelp to attract potential customers and improve your overall reputation.
  • Best of the Web: Since 1994, Best of the Web (BOTW for those in the know) has continued its reign as a credible online directory, boasting over 16 million businesses under its digital umbrella. The directory receives between 60K and 70K visits per month. The directory charges $24.95/month or $397/ one-time fee to be listed.
  • FourSquare: This directory is unique in that it combines business listings with social media. Customers can check in and leave reviews, while businesses can post updates and promotions. With over 55 million monthly active users, having a presence on FourSquare can greatly increase your visibility.
  • About Us: About Us, initially established as a directory specifically for business domains, has broadened its horizons. It now opens its arms to a diverse range of websites, providing a platform for them to be submitted and engaged in meaningful discussions. On average, the site garners the attention of approximately 100,000 visitors each month.
  • Spoke: Spoke serves as a vibrant digital hub for the exploration and discussion of business entities, key industry figures, current events, and beyond. On this platform, you can create a web listing for a business or an individual, an opportunity to connect, converse, and collaborate on a grand scale.

Spoke’s digital directory is home to about 1.4 million businesses and 5 million individuals. Each month, the site garners the attention of more than 100,000 visitors, marking its substantial reach and popularity.

  • Facebook Page: Indeed, our conventional thinking categorizes Facebook, or should we now say Meta, as a social media platform. But wait, there’s more to it than just tagging friends and sharing memes. First, Facebook pages are indexable by search engines, meaning they have a higher chance of appearing in search results. Additionally, these pages allow businesses to post updates, build an online community, and even sell products directly through the platform.
  • LinkedIn Company Pages: With over 706 million users worldwide, LinkedIn has become the go-to professional networking platform. The site offers company pages for businesses to showcase their products and services, share industry insights, and connect with potential clients. Additionally, LinkedIn’s algorithm prioritizes content from company pages in users’ feeds, making it an excellent tool for brand awareness and engagement.
  • Chamber of Commerce: ChamberOfCommerce.com essentially serves as the digital counterpart of your local Chamber of Commerce – a place you should definitely consider getting yourself listed in. 

This online platform enables businesses to connect, converse, and collaborate, just like its physical counterpart. Since 1998, this website has set its ambitions high, striving to be the most comprehensive online directory for small businesses.

  • Hot Frog: Each month, HotFrog’s directory —boasts a listing of a staggering 69 million businesses — becomes a search destination for approximately 80,000 individuals seeking various services and products.

Businesses of all sizes, solo professionals, and entities conducting business from a specific location can take advantage of the cost-free listing opportunity.

How to Find the Best Directory for Your Company

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Your business doesn’t have to be listed in every online directory out there. You have to be strategic and choose the ones that best align with your target audience and business values. Here are a few tips to help you find the right directories for your company:

#1. Research the Company

Before you list your business in any directory, it helps to do your due diligence and research the company behind the directory. Look into their reputation, the information they require for listings, their pricing plans (if any), and how user-friendly their website is.

Is the directory a big, recognizable name like CheckATrade or Yahoo Local? Or is it a smaller, niche directory that caters to specific industries or locations? Knowing the company’s background can help you determine if it’s worth investing your time and effort in listing your business on their platform.

Here are a few checkboxes to tick off:

  • Does the directory have a good reputation among its users?
  • Are there any red flags in terms of pricing or hidden fees?
  • How user-friendly is the website? Can you easily navigate and update your listing?

You also want to check the following: 

  • The website’s domain authority: This is a metric used to determine the strength of a website’s domain name and its ability to rank on search engine result pages. A higher domain authority can potentially lead to more visibility for your business listing.
  • The website’s spam score: This metric calculates the likelihood of a website being spammy or containing low-quality content. A high spam score can indicate that the directory’s website may not be reputable or trustworthy.
  • The traffic to the directory’s website: You want your business listing to be seen by as many people as possible, so naturally, you’d want to choose a directory with a good traffic flow. 
  • The type of businesses listed on the directory: Is your competition already listed on the directory? If so, how much visibility do their listings have? That can give you an idea of the potential reach and impact of your listing on the directory.
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#2. See Who’s Already Listed

Go through the listings on the directory and see if there are any business listings you know. Take note of the businesses already listed. Are they similar or complementary to yours?

That will give you an idea of the type of audience that visits the directory and whether it aligns with your target market.

Here’s what you specifically want to look for:

  • The category or industry of the businesses listed: Is your business in the same category as these listings? If so, it’s a good sign that your target audience frequents this directory.
  • The location of the businesses listed: Are they local businesses or larger national/international companies? That can help you determine if the directory caters to a specific geographical area or has a broader reach.
  • The reviews and ratings of the businesses listed: These will give you an idea of the quality of businesses listed on the directory and their level of user engagement. A high number of positive reviews and ratings can indicate that the directory is popular among customers and a good place to be listed.
  • What sets the top listings apart: Look at the top listings on the directory and see what they have in common. Is it their featured images, detailed descriptions, or special offers? It can give you an idea of what makes a successful listing on this directory and help you optimize it for maximum visibility.

#3. Who Do They Accept?

While browsing the directory, take note of the types of businesses that are listed. Do they only accept certain industries or categories? Are there any restrictions on business size or location? Knowing this information can help determine if your business can be listed in the directory.

Some directories may have strict guidelines for the listings they accept, while others may be more open to various businesses.

It’s even better when the directory is strict on who they accept, as this can only mean that you’ve found a premium directory where businesses have to go through a vetting process before being listed.  

That will give potential customers more confidence in the businesses listed on the directory, ultimately leading to higher quality leads.

#4. Advertising Opportunities

Aside from being listed, some directories offer advertising opportunities for businesses to promote themselves further. That can be in the form of sponsored listings or banner ads on the directory’s homepage.

If you’re interested in additional exposure for your business, consider investing in these advertising opportunities. They can help increase visibility and attract more potential customers to your listing.

However, make sure to carefully evaluate the costs and benefits of each opportunity before making a decision. Some directories may have high advertising fees but insufficient traffic or relevant audience for your business.

#5. Do the Website’s Layout, Images, and Typography Align with Your Brand?

Before listing your business in a directory, take some time to explore the website’s overall design and aesthetics. Is it professional and well-designed? Do the images and typography align with your brand image?

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A directory with a polished and visually appealing website can reflect positively on the businesses listed. It shows they value quality and professionalism, giving a good first impression.

On the other hand, visitors may not take a directory with a poorly designed website seriously, which potentially harms your brand credibility. 

#6. Is the Site Mobile-friendly

It’s a mobile-first world. 

A large portion of internet users access websites through their mobile devices.

For this, you want to ensure the directory you’re considering listing your business on is responsive and mobile-friendly. 

Whether through a responsive design or a separate mobile version, the directory should be easy to navigate and read on a smaller screen.

Search engines also prioritize mobile-friendly websites in their ranking algorithm, so having your business listed on a mobile-friendly directory can improve your online visibility.

#7. Do the Reviews and Ratings Reflect Positively on Your Business?

One of the main reasons customers turn to online directories is to read reviews and ratings from other consumers. Before listing your business, look at the directory’s review system.

Are businesses rated based on their overall performance or individual aspects such as customer service or product quality? Are there any negative reviews or complaints that could potentially harm your business’s reputation?

It’s important to consider the overall sentiment and credibility of the reviews posted on the directory. How does the platform moderate and handle fake or biased reviews? Will your business be able to respond to reviews and engage with customers?

Reading through the reviews and ratings on a directory can give you valuable insights into how potential customers may perceive your business.

#8. What Additional Features Does the Directory Offer?

While a basic listing may be enough for some businesses, others may benefit from additional features some directories offer. 

For example, does the directory offer targeted advertising options to reach specific demographics or geographical locations? Can you create promotions and deals for your business listing on the directory?

Some directories also have advanced search filters to help potential customers easily find your business. Others may have a feature that allows customers to book appointments or make reservations directly through the directory.

Exploring these additional features can help you determine if the directory is a good fit for your business and if it offers opportunities to enhance your online presence and attract more customers.

#9. Is the Directory Part of a Larger Network?

Some directories may be part of a more extensive network or platform offering additional business benefits. For example, the directory may partner with other websites or apps, increasing your online visibility.

Additionally, being part of a larger network can also provide opportunities for cross-promotion and potential collaborations with other businesses listed on the same platform.

For example, if your business is listed on a directory offering event planning services, you could partner with them to offer discounts or promotions for customers who book through the directory.

Here’s an article you want to read if you’re looking for the top online directories to list your business on in Singapore:

Top 37 Online Directories in Singapore For Listings And Citations

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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