How often do you find yourself looking for information and then you simply “Google it”? This is what today’s searchers are doing on a daily basis to find products and services. Looking up business information in printed catalogs has become completely extinct and we have fully transitioned this process to an online journey. Customers are increasingly making use of trusted online business directories to find local businesses and owners need to take advantage of this powerful marketing tool.
While some describe online directories as the digital versions of the Yellow Pages, that is most certainly not the case. There are numerous additional benefits provided by online business directories that are important for business to take advantage of. This guide discusses what online directories are, how they work, why they are important and what their benefits are. We also take a look at the special features that ecobiz.co.za offers businesses.
Table of Contents
- What are online business directories?
- How do online business directories work?
- Why are online business directories important?
- What are the benefits of listing on online directories?
- EcoBiz Online Directory
What are online business directories?
Online business directories are live searchable databases that contain information about businesses. In order to provide a good user experience, business listings are grouped according to categories and locations, allowing users to find exactly what they are looking for. This categorisation also allows crawlers to properly index the database and rank the website for specific searches, for example “Solar panel installers Gauteng”.
The main purpose of business directories is to provide users (potential customers) with the information they require to be find, locate and contact businesses. Therefore business directories will typically include the business name, address and contact details, also sometimes referred to as NAP. What is NAP?
NAP is an acronym for Name, Address and Phone number. It is extremely important that the NAP for any business is correct, because search engines such as Google values accurate information and uses it to rank businesses in local search. Some business directories also offer businesses the opportunity to add a description, gallery images, website links, social media links, business hours, customer reviews, menus and additional features.
Generally speaking, there are two types of online business directories:
- General directories: These directories include listings across a wide range of business categories, not specific to any industry or niche (e.g. Google My Business)
- Specific niche directories: These directories cater to a narrower range of subjects, industries, or niches (or sometimes regions). They may also target specific audiences or groups, such as sustainable products or services.
Both directory types have their benefits and drawbacks, so businesses should not be limited to one type. Due to their size and reputation, general directories like Google My Business often garner a huge amount of traffic, but lack focus, expertise and specific information that customers are looking for.
A niche directory, on the other hand, can generally boast more expertise because they focus on just one or a few specific categories. They may also provide information that is pertinent to businesses in that industry, which cannot be found in general directories. A serious consumer would therefore be more likely to trust a niche directory over one that simply lists any business. Therefore, niche directories offer status and reputation that can only be obtained by being listed on their database. Furthermore, niche directories generally receive fewer visitors overall, however, their traffic is generally of higher quality.
How do online business directories work?
Online business directories usually operate by allowing businesses to submit their business information, which is then presented on the website in a searchable format. The best way businesses can capitalise on online directories is to list on several quality, relevant online directories. Choosing the right directories to list on is of particular importance since you don’t want to list a solar energy business on a restaurant directory. Niche directories can be especially useful to connect the right customers to the businesses they are looking for.
Upon selecting appropriate directories to list on, a business should submit as much information as possible, taking particular care to ensure that their NAP and business categories are correct. Users will then be able to find the business and get in touch through various different channels, thereby generating leads for the business.
Why are online business directories important?
It is imperative for business owners today to understand how vital it is for their businesses to be found online. Directory listings are important to small business visibility since nearly all consumers (97%) research local products or services online. Other offline marketing efforts are important as well, but directory listings can help businesses get discovered where customers are most active online.
Most people are more familiar with Google than with online directories and may wonder why they should even consider listing their business on online directories if customers tend to use Google (and other search engines) to find companies they are looking for.
Here’s the thing. Search engines rely on the information available across the internet to help decide what should show up in the search results. Search engines crawl the web and pull information (such as company information, online reviews etc.) from online directories to ensure relevant and accurate search results.
In other words, if your business information appears in multiple directories, it gives Google a positive signal about your business and essentially helps Google’s algorithms rank you higher in their search results. Overall, a strong online presence will greatly benefit any business and should be an essential part of any marketing strategy.
What are the benefits of listing on online directories?
Boosts online presence and SEO
One of the great benefits of having listings on online business directories is that they are great for SEO. A comprehensive SEO strategy begins with high-quality links from business directories pointing back to your website.
These backlinks are an essential part of local SEO, because some of the authority from reputable sites will spill over to your business. Adding links to your website and social media pages on business directories is an easy way to build up powerful backlinks.
Increase brand exposure
Brand awareness refers to potential customer’s ability to recognize your business. It is an important factor in any marketing process and provides a crucial foundation to acquiring customers. When customers browse listings on a directory they are presented with the most relevant results to their search. So even if the user does not click on your listing, they still see your business. These encounters create brand awareness and familiarity, which could then lead to possible future engagement.
Build trust and reputation
Most customers who use the internet to search for local products and services will not just click on the first link or contact the first company that pops up. They will first do extra research to find out more about a particular business before getting in contact with them. Seeing a business listed on several sites instills confidence in the customer that it is a reputable business. In addition, online reviews or testimonials can further improve a customer’s trust.
Informing customers of special offers or discounts
Specials and discounts are proven and effective ways to attract more customers and generate more sales. However, printing coupons and specials adverts can be very expensive. Directory websites offer businesses an affordable and easy way to advertise their special offers or discounts with digital coupons.
Affordable marketing solution
Many of the commonly used marketing strategies are resource-heavy and not budget friendly. This often makes it inaccessible to smaller companies who lack the capabilities and finances to run marketing campaigns. However, online business directory listings are often free or very affordable. Listing are also easy to submit, thus offering any business the opportunity to market their business affordably.
Business information is dynamic
Business hours, locations, products and services etc change more often than you think. For example, during the Covid-19 pandemic, many businesses have to constantly change their opening times. Online business directories allow businesses to let their customers know what their current hours of operation are.
Easily connect with customers
Whether customers opt to use a built-in lead form on a business directory or contact you through other means, having online listings make it much easier for customers to get in touch with you. Lead forms are simple to complete and provide a direct way to contact businesses, whilst contact information, website links and social media links displayed on listings provide additional ways for customers to connect with businesses.
Directory listings drive traffic
Quite often directory listings of a particular business can appear higher in search results than the actual business’ website. This could be due to low content websites or poor SEO strategies, whereas business directories have lots of content and are optimised for SEO. This can help to drive more traffic to your business website or social media pages.
EcoBiz Online Directory
EcoBiz is an advanced business directory website that offers eco-friendly businesses in South Africa several tools and features to improve and grow their business. EcoBiz makes it easy to find and support businesses that specialise in providing products and services that help to develop a more sustainable society. You can learn more about the origins of EcoBiz here.
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