How to Drive Traffic With Local Directories


In a previous article we mentioned the basics of local search marketing. This time around I’m going to share a tactic that can work for small businesses desiring more local and regional exposure for their enterprise. This tactic works well with search engine optimization and can help complement a strategy for increasing awareness and bringing in leads and sales.

Years ago when the web was first commercialized, local search options were few. This was in the stone-age before the birth of the Big G. and the phone companies putting their directories online. I lived through this and recall a conversation with a certain phone company executive about the web and what they had planned. He was very unaware as to what I was talking about so I just left, thinking to myself that this baby bell hadn’t yet plugged in. Fast forward five years later and that same phone company had launched a local directory service and were charging us about $20 per month just for a listing.

Today you have a whole lot more directories to list your business in and they can increase your exposure to the community or region around your business. Most directories will allow you to post your listing for free plus they have other paid advertising options if your business wants added exposure.

How can you utilize local directories in your small business?

Here are 4 Steps you can take, if you’re ready to jump on the bandwagon:

1. Research and find local directories that are a good fit for your business.

2. Check to see if the directories you would like to list your company in have any other local or related businesses in your area. This will give you a good idea as to the quality of the directory and who else is listed.

3. Sign up for as many free directories as you can and make sure that you are listed in the most appropriate sections. If your business offers different product categories, make sure to broaden your reach and place multiple listings if the directory will allow it.

4. Setup and use separate landing pages for each directory. This allows you to test and track which directories are driving the most traffic. This might seem like a lot of work but it will be well worth it. Basically you’ll create similar looking landing pages with different content.

Driving traffic with local directories can be a good way to bring in new prospects and customers. Consider this channel if you own and operate a small business and need additional traffic coming through your front door, to the phones and email.

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