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Critical Data for Online Business Listings
Business Listing Optimization

Critical Data for Online Business Listings

March 22, 2024

Listings for local SEO

If you want to rank well in local search, you need consistent NAP information, website, hours, and more across all major listing directories. This is necessary for search engines to validate you as a legitimate local business.

The more accurate and consistent information there is about your business across the web, the more search engines will trust the validity of the business. And the more the search engines trust the business, the higher they will rank in local SERPs (Search Engine Results Page).

According to Moz in their 2017 Local Search Ranking Factors survey, 13% of professionals note citation signals as the most important variable in Local Pack Ranking factor.

local listing factors

Moz, 2017

What's in an online business listing?

The info included in business listings can vary across verticals and directories-- but some main pieces of information hold true across them all.

NAP Data

The most crucial information included in a business listing is the NAP information-- name, address, and phone number info. NAP information is essential for the online visibility of any business, and every listing source includes this information for the businesses listed. Having accurate NAP information ensures that not only will consumers find your business online, but that consumers will also have correct, up-to-date information on how to contact you.

NAP information is also important for search engines like Google to show your business in geo-targeted searches. If somebody is searching "good seafood" in the Boston area, the local Boston seafood spots with accurate NAP information will appear. Of course Google gives search ranking priority to businesses with accurate NAP data-- how else are they supposed to tell where you are, what you do, and if you're even a genuine business at all?

The statistics

Customers are looking for your business! What exactly are they looking for?

  • 53% of mobile searchers are looking for directions
  • 50% are searching for business addresses

Think with Google

Despite the importance of accurate NAP information, our data shows that many businesses are failing even at this simple step into the world of listings.

  • 86% of businesses have either missing or inaccurate company name info provided across all listings platforms
  • 72% of businesses have either missing or inaccurate address information provided across all listings platforms
  • 71% of businesses have either missing or incorrect phone number info listed across all listings platforms

Data drawn from the 140,000+ local businesses in our system

Hours of Operation

One of the most important details about your business to include besides NAP information is the hours of operation. When a customer is looking for their business (or their goods/services), they have a high purchase intent, and are likely searching for an immediate need.

The consumer will likely go to a business after the business is shown as "open" on their Google search.

hours of operation

If your business has no hours listed, the consumer would need to go out of their way to know whether you're open or closed from their website, or a phone call. Or, worse yet, they drive to visit your business and discover that you're closed! Now they're not only inconvenienced by not knowing your business hours, but they're also frustrated for wasting their time. Let the bad reviews commence!

If your competitor has their business hours provided, they'll likely capture that customer. People just want their needs met-- they 'd be happy to spend their money at a business that has their hours correctly listed if they were coming in-store to make the purchase.

The statistics

  • 73% of purchases that come from mobile searches happen within the same day, and most (63%) within a few hours
  • 76% of customers report that they expected hours of operation info when performing a search
  • Over 60% of consumers find that knowing the business hours helps them make their purchase choice

Localeze, 2015

Consumers are oftentimes trying to make purchases the same day that they're searching, so be sure they know your store is open when they go looking!


Does your company have a central "hub" of information to guide users to online? Toss that website link into your business listings. Consumers will commonly travel from Google search into a business website to get a feel for the company, and learn more about what they're providing. So naturally, including a link to your website is important for their online presence.

The statistics

  • 93% of businesses have either missing or inaccurate site information listed across all listings sources
  • Only 7% of businesses have their website details accurate across all listing sources
  • Almost half of small businesses don't have a website (Clutch)
website accuracy

Website accuracy by industry

If a user can find your website, they'll get a better impression of your company, and probably have a more positive experience. With nearly half of small businesses not having a website, you can make your business stand out on the SERP by including your website info in the listing info.

Other listing information to include

Depending on your business vertical, there may be other items of information important for you to include in their internet business listings.

  • Payment methods.
  • Services.
  • Brand names.
  • Holiday hours.
  • Pictures.
  • Social accounts.
  • And more!

The more information you include across all listing platforms and directories, the easier it will be for consumers to discover your business and purchase your products and/or services.

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