Local search

If you compare the effort involved in creating a listing in a directory such as “Google MyBusiness” with the positive effects in the search results, you can quickly see that a little work, especially for branding and local findability (local search engine optimization), is worthwhile and indispensable.

How do you proceed?

Define data

Before you decide on a directory, record the most important data about your company in a document. It is important that this data (especially NAP data*) is the same everywhere.

Which directories should I use?

We recommend an entry with the well-known search engine giants to optimize the results:

Google (MyBusiness) is displayed in Maps and Search)
Bing Places
Facebook
local.ch & search.ch
Yelp.ch

If there are specific directories in your sector, use these too. For the automotive industry, for example:

Autoscout24
car4you
auto.ricacrdo.ch

Directory selection for the local search

For most SMEs, Google is the most important online directory for a company listing. Other frequently used directories in Switzerland are Bing, local.ch and search.ch. Entries in the industry-specific directories are indispensable for every company. Search engines crawl this contact data and include it in the search results (ranking)

Positive impact on SEO

Search engines crawl (search) for this company data on other platforms. If you find matching data in the results, this has a positive effect on local search engine optimization (SEO), especially the ranking in local search.

Check data

How do you check your entries?

With
www.uberall.com
you can quickly take a look at the most important directories. First, take a look at the most important directories. Some of the directories listed seem strange to us, to say the least. Therefore, do not try to achieve a score of 100%.

Procedure

Example Google: You need a Google account to log in to Google MyBusiness.
Log in to google.com / business and search for your company.
If it is already in the index, click on the company name.
To make a new entry, follow the instructions and have your NAP data* ready.
To verify the entry, Google will send a postcard to your address or make an automated phone call. After receipt, enter the code in the appropriate place.

The process is similar for other directories, which are described in each case.

You should have this data ready for directory entries:

Company name, address, telephone no. (You will also often hear the term *NAP = Name, Address, Phone)
Opening hours
Logo
Media such as photos, graphics, etc.
Description of your activity
The most important keywords: products / services / industry
Photos of products, team members, restaurant interiors and exteriors

Benefits for your marketing

Potential customers are looking for information about local businesses. Find opening hours, product images. contact and the exact location, this increases confidence in your company.
Companies that coordinate their web presences in different channels have a clear advantage. A comprehensive presentation with informative photos and customer reviews makes every SME look better. Prospective customers trust these companies and take the next step in the customer journey.

In local search, you are no longer fighting against the “whole world”. The local search results contain only a few competing companies, depending on the sector.

The data from Google My Business and Bing Places appear in the map apps (google maps).

You can easily create posts that will be displayed in the search for your company.

Users can rate you via your My Business account. If you regularly receive good reviews and positive customer feedback here, this will also promote the trust of your future customers.

Opening hours are important

If your company has official business hours, publish them. And adhere to them strictly: Nothing is more tedious and frustrating for a customer than making their way to you and ending up in front of a locked door.

There’s no easier way to get bad reviews.

Google rating

Ratings are important. In your Google MyBusiness profile, you can generate a link that goes directly to the review page. So if you know that a customer is satisfied, you make it easier for them to rate your company positively.

You will find this point in your MyBusiness profile on the start page in the “Complete entry” field

Here is the link to what this can look like: https://g.page/staffel-medien-ag/review

You want to be found in the most important directories and directories.

Write to me, I will be happy to help you.

* Mandatory fields
Information on data protection, revocation, logging and the performance measurement covered by the consent can be found in our data protection declaration