US consumers have a 5-second attention span. Local business listings can help grab it with search. 

The abundance of marketing, advertising, and communication platforms on the internet can be overwhelming for local businesses striving to capture the attention of potential customers. How do you ensure they have eyes on your business when they’re exposed to so much?

Business directories are an often overlooked yet critical component of local Search Engine Optimization (SEO). Listing management ensures your business information is consistent, accurate, and widespread across various online platforms, from Google Business Profile (formerly Google My Business) to specialized industry directories. 

A search for Boston-based pet stores shows immediate local results. This is what your business has to compete with.

How much impact can listings really have on your local business?

Listing management involves controlling your business's information across online directories, ensuring that details like your NAP (name, address, and phone number) and operating hours are accurate and consistent across the board. Accurate listings help you improve search engine rankings and show that your business is credible and accessible to potential customers. Search engines like Google prioritize businesses with consistent information across the web, interpreting it as a signal of reliability and authority. This leads to higher rankings in search results, placing your business in front of more potential customers. Let’s break down the statistical impact of getting your company on as many free business listing sites in the USA as possible.

• According to Google, businesses with complete listings on their platform are twice as likely to be perceived as trustworthy, leading to a 38% increase in in-store visits and a 29% rise in the likelihood of a purchase. 
• Think with Google also stated in a 2016 survey that “76% of people who conduct a local search on their smartphone visit a business within 24 hours, and 28% of those searches result in a purchase​.” This number has soared in recent years, especially after the COVID-19 epidemic. 
• A Local Marketing Insider article claims that “92% of consumers use online directories to find local businesses, while 80% trust online directories as much as personal recommendations.” 
• “97% of people learn more about a local company online than anywhere else,” says Webinar Care in its 2024 statistics report (all of which are fact-checked by its editorial staff!), adding that “Complete and accurate GBP listings get 7x more clicks than those missing info and are 70% more likely to attract location visits.”
• Webinar Care lists Semrush as a leading provider of online visibility tools. See their full list of recommendations here →  

Are you listing on the right US-based platforms?

There are many directories your potential customers visit. When you factor in the myriad of global platforms for business listings, you may feel out of your depth. The good news is that not all those platforms are relevant to your business. 

Key free business listing sites in the USA include: 

Google Business Profile (GBP for short, and formerly Google My Business): This directory directly integrates with Google's search engine and maps, significantly boosting local search visibility. 

Visual of a typical Google Business Profile layout for USA business

Yelp: Another important platform, offering customer reviews and ratings that can influence consumer decisions, Yelp is a widely recognized online directory that allows users to search for businesses based on location, service type, and other filters.

Screenshot showing how a nail salon in Francisco would be listed

LinkedIn: Although primarily a professional networking site, LinkedIn is also a valuable space for business listings and networking within professional circles. 

The profile view of a Miami aquarium that includes their phone number and address

Bing Places for Business: This is Microsoft's local business directory service, which allows you to claim your listing or add a new one for free so that you can manage your presence across Bing's search results and maps.
 

Screenshot of a phone repair search on Bing's network with results in Iowa

Tripadvisor: A go-to resource for travelers seeking comprehensive information and user-generated reviews, Tripadvisor helps you showcase your offerings to both locals and those visiting your town or city. 
 

Tripadvisor's search results for a query regarding hotels in New York

These are the usual places that you may think of to list your business, but what about those US-relevant and specific sites that you haven’t even considered, like:

AmericanTowns.com: This community-focused website is a comprehensive resource for information on local towns and cities across the United States. It aims to connect residents and visitors with the various aspects of community life, including local businesses like yours!
 

Visual of the homepage for a search in Coffee Springs Alabama, with a list of local businesses included.

ChamberofCommerce.com: This robust online directory is designed to help small businesses grow by increasing their online visibility and fostering connections within the community. It allows businesses to create free listings that include their NAP and a description of their services or products. 

Chamber of Commerce search results when looking for a local bed and breakfast in Seattle.

CitySearch: This digital directory offers user-recommended picks and insights on local businesses, amenities, and recreational venues, empowering consumers to uncover new experiences. 
 

CitySearch's homepage with a search bar and recommended cities to explore.

EZlocal: Launched in the late 2000s, EZlocal focuses on local search engine optimization (SEO), helping your business appear prominently in search results for relevant local queries. 
 

Screenshot showing a list of local realtors in the Houston area with their NAP for quick contacts.

Find Open: Designed to assist users in quickly locating businesses and their operating hours, lets your potential customers search by business name, category, or location, and often serves results that include maps and directions, making it a good directory for local businesses to be listed on.
 

Visual of Find Open's easy search functionality to help local businesses in the USA get found by potential customers.

Insider Pages: This local search service focuses on helping potential customers find the best local businesses through recommendations and reviews. It has a user-friendly interface and prioritizes consumer feedback. 
 

Insider Pages shows the addresses of local listings to help customers easily find them.

Superpages: Originating from the traditional printed Yellow Pages, Superpages is now an online platform designed to connect US-based businesses with local customers. It offers free business listings, advertising solutions, and a search feature for consumers to find local businesses, services, and products. 
 

Visual of a list of local nail salons in Los Angeles you'll find by running a search.

TopRatedLocal: This aggregation service and review site compiles ratings and reviews from various verified sites to help consumers find top-rated local businesses in their area. It provides your potential customers with a holistic view of your business’s reputation–and your competitors’–to help them make more informed decisions.
 

Customers can explore the many local listings available on TopRatedLocal by running a search for a specific category.

Tupalo: A social discovery platform, Tupalo connects consumers with local businesses ranging from restaurants and cafes to shops and professional services. It offers easy navigation and search functionality to help people find exactly what they need in their local area or when traveling.

Screenshot of the Tupalo local guide you can list on with your business information and category.

Yalwa: Businesses listed on Yalwa can add detailed descriptions, photos, and direct contact information, allowing potential customers to get in touch quickly and easily. 

Yalwa showcases a variety of local businesses to encourage more customers to spend their cash wherever they are.

There are many other significant US free directories you should be listed on to grab potential customers' attention. 

Pro tip: List your business across the 70+ top directories in the United States with Semrush’s Listing Management Tool. With our tool, you don’t need to go to each site manually to input your information, and you can make changes centrally when necessary, as well as suppress any duplicates. 

Ready to list? Here’s how to get started

Consistency is key to getting your business seen and recognized online. And if you actually have the time or want to try to do it manually, we recommend starting as follows.

Step 1: Get your business information ready

Compile all of the relevant business information you want to feature on online directories to ensure consistency, like your NAP (name, address and phone number), website URL, business hours, categories (relevant to your business), a brief description of your business and high-quality photos or logo. It’s a good idea to keep your address and phone number formats the same across all directories. 

Step 2: Identify relevant directories

Have you already seen Semrush's 79 free business listing directories for the USA? Then you can skip this step. If not, check them out and decide where you’ll list first. 

Step 3: Create or claim your listing

New listing? Visit the directory website and look for an option that says "Add Business," "Get Listed," or something similar. Then follow the prompts to add your business info.

If you have an existing listing, you only need to find the option to "Claim" it. You may need to verify that you’re the business owner or marketing manager through a phone call, email, or postal mail. Each listing is different, but here is an example of what you can expect when claiming your Google Business Profile. 

Step 4: Optimize your listings

To make the most of your listings, ensure that you reference your list (from step 1) to add the most accurate and consistent information across directories. Ensure your business description includes keywords relevant to your business and location and that you upload high-quality images. You’ll also need to select the most appropriate categories for your business to enhance your search relevancy.

Is doing it manually recommended? 

Managing local listings for your US-based business is a big undertaking and may take a lot of time away from your first priority: running your business. It’s not recommended to try and do it all yourself as it can take hours per day even for just one location. If you factor in a business with multiple locations, it gets even more complicated, and there’s a much higher chance of making mistakes in your business details. Keeping listings consistent and up to date can become almost a full-time job, given the dynamic nature of business operations—such as changes in services, hours, or contact information.
 

Thinking of hiring a professional or agency to do it for you? While they have the skills and tools to manage your listings more effectively, their services are an extra expense to consider. They may add thousands of dollars to your monthly expenses, which, if your business is on the smaller side or has only a few locations, is a price you may not be willing to pay. But inaccurate or outdated listings can lead to a poor customer experience or harm your business's reputation. 

So, how do you strike a balance? Using a cost-effective online tool is probably the most efficient and effective way to go. Most SEO professionals and agencies use online tools to manage their customers’ listings, making updates from one central location that are then automatically updated across all directories. 

Pro tip: Semrush Local updates your information automatically in free business listing sites in the USA, freeing up your time to focus on running your business, while ensuring that your online listings are working hard to attract more customers. Start with a free audit of your business today.