business directories

What You Need to Know About Changing Your Business Address

Last Updated: February 15, 2024

When you change your business address in real life, what do you do? You probably start by submitting an address change to the post office. Then, you update any accounts you have with banks, credit card companies, insurance agencies, and so on. You also have to go down the list and notify all of your vendors, marketers, and important contacts. In a nutshell, it’s a big pain.
Unfortunately, that’s not all. It’s crucial that you also remember to update all of your business’s online listings. And we’re not just talking about on Google. Every reference to your business’s address on the web (commonly called a “citation”) must be updated—otherwise, your search rankings could take a serious hit.
We’re not being melodramatic. In this post, we’ll discuss:

Why it’s so critical to update all of your listings with your new address.
What goes into the process of changing an address online.
How a marketing specialist can come in the clutch to help.

Let’s jump in!

An Accurate Business Address Is Vital

Did you know one of the biggest influences on your rankings comes from the accuracy of your online information? Here’s how we explained it in a previous post about controlling your online presence:

Google and other search engines want to present the best possible information to their users, so they gather data from around the web to verify what’s on your company’s listing. And when Google sees conflicting details about your company coming from different sources, it flags your listing for having the wrong information: Google won’t want to display your business as a search result if there’s a chance it’s not a legitimate company. This results in poor rankings and, sometimes, suspended listings.

So if you update your business address on your Google listing while leaving up the old address on other listings, your local search rankings will suffer tremendously. When your business address changes, it needs to change identically across the board.

How to Update Your Business Address Online

Here’s where things get tricky.
You may have no problem thinking of places where your business is listed online. Google Maps, Bing Local, Yelp, Facebook, Manta, Better Business Bureau (BBB), and Angie’s List probably come to mind right away. However, these directories are only the tip of the iceberg.
You see, some online directories in the darkest corners of the Internet populate their listings by crawling the web for business information. You won’t be aware of them because you never created a listing there yourself, but they exist all the same. And they need to be updated, too.
What does this mean? Essentially, you have to spend hours searching the web for your business name and contact information in order to find every last place that mentions you. Then, you have to figure out how to update those listings, since you never created them in the first place. Sometimes, it’s as simple as claiming them on the spot. Other times, though, the process can present multiple hoops to jump through.
For instance, the BBB is notoriously difficult to work with in this context. It can take three to four weeks to update your information on their site because they want to get you to pay for accreditation (which comes with expedited processing, of course). Updating a Yelp listing may also be complicated if you don’t own your listing. At the end of the day, a lot of variables affect how smoothly and efficiently the update process goes.

Updating Your Business Address May Require a Specialist

If that all sounds like a lot of work… it is. We won’t sugarcoat it.
However, that doesn’t mean you have to spend all of your time and energy doing it. Internet marketing specialists like the ones at Prospect Genius are a great resource to lean on for these types of projects.
Our specialists do this every day. It’s their job. That means they know the most efficient, streamlined process for finding and updating every last one of your listings. Moreover, they’re familiar with the best ways to deal with the BBB, Yelp, and other difficult directories so they can update those listings as quickly as possible. They even know the most important listings for your industry that need to be double- and triple-checked before moving on.
Check out our WebFax® and CleanSlate™ programs for more details on how we can help keep your web presence neat, tidy, and working for you!

Consistency Is Key

When your business address changes, you need to update the entirety of your online presence. It’s not an easy job by any means, but it’s absolutely necessary if you want to maintain your local search rankings. Now that you have a better idea of how to handle your new business address, you can move forward without hurting your web presence!

What You Don't Know About Directory Listings Can Hurt You

Last Updated: April 13, 2016

How much do you know about your small business’s directory listings?
Our guess: Not nearly as much as you should.
They may seem negligible compared to the overwhelming, day-to-day demands of running a business; however, if you don’t stay on top of them, your directory listings could wind up being populated with incorrect information about your company. In turn, this will have far-reaching, negative effects on your web presence.
Whether you’ve worked with an SEO provider in the past or your web presence is more of a DIY effort, it’s up to you, the business owner, to have at least a general idea of where and how you’re listed online.
In this post, you’ll discover:

Popular directories where your business might be listed
What to look for when you check your listings
Why it’s critical for you to keep your listings accurate

Let’s dive in, shall we?

Know Where Your Business Is Listed

To get started, search for your company on some of the more popular business directories. These include Google Maps, Bing Local, Yelp, Manta, the Better Business Bureau (BBB), and Angie’s List. Start with these and, if you’re feeling motivated, you can move on to a more thorough Google (or Bing) search for the rest of your listings.
However, bear in mind that tracking down every site where your company is listed can be a tedious, time-consuming project. It requires several hours of sifting through page after page of search engine results. Unfortunately, most small business owners simply don’t have the time or energy to do this themselves.
So if you currently work with an SEO provider, reach out to them and ask if they offer any tools or resources to uncover all of the directories that list your business. If you aren’t currently working with an SEO provider or your provider doesn’t offer this type of service, call Prospect Genius! We can conduct a WebFax^® report that will tell you everything you need to know.

Know How Your Business Is Listed

Knowing where you’re listed is the first step. Next comes evaluating the accuracy of those listings.
Remember, it may not be your fault if some of the information is wrong. Incorrect listings can result from a number of different variables. But regardless of whether errors were caused by a careless marketer you worked with in the past or a directory bot that pulled only partial information from another listing, it’s your responsibility to be aware of them.
If you discover any errors, fix them right away (or contact whoever controls your listings so they can fix the errors for you). Here’s what you should be looking for.

Is Your Contact Info Correct?

First, verify that all of the following information is filled out. Then, check it for typos and other errors:

Phone number
Street address
Company name
E-mail address
Website URL

Prospective customers won’t be able to contact you if your information is wrong, so it’s vital you fix these errors ASAP.
Understand the dangers of conflicting information by reading our blog post, “One Simple Way to Take Control of Your Online Presence.”

Are You Listed in the Correct Categories?

Next, take a look at the category (or categories) your business is listed under. These categories should accurately describe the selection of products and/or services your business offers.
Even if you think your categories are probably correct because an SEO professional handled your directory listings for you, check anyway. We see a lot of cases where a business’s web presence is floundering, only to discover that a previous SEO provider had listed them in the wrong categories. Sometimes, they left out a category due to human error; other times, the provider got overzealous and named too many categories that were mostly irrelevant.
No matter what caused the initial problem, you need to make sure you’re ultimately listed under the correct categories. This is a crucial aspect of your web presence, as it may determine who actually sees your listings. If you’re not listed under the right categories, you could be missing out on people who are searching for your services.

Is Your Service Info Up to Date?

Finally, for the same reasons explained above, it’s imperative that you keep your business’s service information up to date on all of your listings. It’s not uncommon for businesses to grow, change, and expand over the years. If your services and/or products have changed recently, make sure your web presence reflects that.

Ignorance Is Not Bliss

When it comes to your business’s directory listings, there’s no such thing as remaining “blissfully” unaware.
Like everything else in business—and in life—you can’t help yourself by keeping your hands over your eyes. If there are problems with your listings, they exist whether you’re aware of them or not. It’s better to be aware. When you’re aware of problems, you can fix them. Otherwise, they’ll just quietly wreak havoc on your web presence.
Armed with the information in this post, you can now go forth and make sure your business’s directory listings are working with you, not against you.

Questions to Ask When You're Vetting a New Online Advertiser

Last Updated: February 15, 2024

Last month, we reviewed the differences between various online advertising programs and showed you how to choose which one best fits your company’s marketing needs. Now that you’ve selected the right online advertising approach for your company, we want to show you how to find the new online advertiser that will bring you the best results and most satisfaction.
When it comes to choosing a new advertising provider, there are inherent risks involved. You have no way of being 100% certain that any given provider is going to deliver on its promises. That’s why the best thing you can do is to manage and minimize those risks by asking all the right questions before you sign up. Here are a few things you should ask your new online advertiser, broken down by type.

Questions for SEO Providers

“Do you offer references from other clients?”
Because SEO is difficult to measure with hard data, it’s important for you to get firsthand opinions from a company’s current and former clients. Any company worth its salt will have no problem providing you with references that will validate its reputation.
“Do you build a second website, or do you perform all SEO on my existing one?”
If you’re keeping an eye on your budget, this could be a very important question. Traditionally, SEO only used to be performed on a client’s existing website. Many business owners found this strategy too cost-prohibitive, so a more affordable SEO method was created, which involves the construction of a second, smaller site. This method is typically used in lead generation programs instead of traditional SEO projects. Essentially, in asking this question, you’re finding out what the company is focused on and how much you’re going to pay.
“What kind of content do you provide?”
If an advertiser does produce websites from scratch, this question determines whether they provide you with fresh, original content or they reuse a generic template with your company’s details filled in. Generic templates require less overhead, but fresh content will give your site a more personalized touch and help ensure you won’t face duplicate content penalties.
“What kind of campaign tracking do you offer?”
Does their program come with a way to track your campaign’s performance? Performance tracking is important so you can know whether you’re getting the highest ROI. For example, many providers offer metered phone numbers and e-mail addresses that keep track of incoming calls and messages. They may also offer reports that show your site traffic, search engine ranking, and monthly leads. The more tracking features available, the better grasp you’ll have on your campaign’s performance.
“What is your process for dealing with a difficult Google Maps listing?”
This question is more of a test. A common issue with certain black-hat SEO providers is their willingness to create duplicate listings when original listings prove difficult to claim. They may or may not admit to doing this, but if they give a vague or indirect answer, you can bet that they’re doing something they shouldn’t be. Unfortunately, their laziness or lack of scruples could cause you to get penalized down the road, so you need to be extra careful about this.
“What is your policy about returning access to Google listings and/or metered phone numbers?”
Again, this is a test. If you were to end your partnership with this advertiser, would they give you access to your Google listings and metered phone numbers? Their answer should be yes, so you can have ownership of all your accounts and experience as few headaches as possible.

Questions for Pay-Per-Click (PPC) Providers

“Is there transparency in how you handle PPC accounts?”
In other words, can you see where exactly your money is going? Some advertisers just send you a bill for your PPC; they don’t tell you how much of that money is going toward their paychecks and how much is going into your actual bids.
“How much input is welcome in the setup of my new PPC campaign?”
Often, business owners don’t have much of a say in the configuration of their PPC campaigns. Ask this question to see if you’ll have a say as to which ad groups you’re included in.
“What kind of campaign tracking do you offer?”
This is the same as for SEO: Performance tracking is important so you can know whether you’re getting the highest ROI. The more tracking features, the better.

Questions for Local Directory Providers

“How do you select the directories you use?”
In other words, does this provider have a vetting process they use to decide which directories they list clients on? Hopefully, the answer is yes. You need to make sure you’ll only be listed on high-quality, popular, valuable directories; meanwhile, you want to avoid the bad directories that will get you penalized by Google and other search engines.
“Do you use paid directories or only free ones?”
You want to be aware of any extra fees you’ll need to pay for local directory listings. Plus, if you’re paying a significant amount for these services, you want at least some of that money to be spent on getting you into directories that you can only get access to if you pay.
“Do you offshore your directory work?”
Does the advertiser shoulder the extra money to complete all of the directory work in-house by native English speakers, or do they send it overseas for cheap labor? While offshore directory work is less expensive, its quality rarely compares to that of an in-house team.
“What would happen to my directory accounts if our partnership were to end?”
Once you’ve had accounts all across the web created on your behalf, you’ll want to make sure you can access as many of them as possible if your partnership with the advertiser ends. You don’t want to have countless business listings out there with no way to control them. You’ll want to be sure that the listings created for you are not left with (potentially erroneous) information you have no ability to change. You’ll want to know whether the provider leaves everything as-is at the time of cancellation, pulls down your listings, hands over log-in information, or does some combination of those three. That knowledge may help you make better choices as the relationship winds down.

Questions for Pay-Per-Lead (PPL) Providers

“How many accounts do you share leads with?”
Many pay-per-lead sites share leads with multiple businesses at once. As a result, the job usually goes to the first business that responds. You have a better shot at closing leads if they aren’t being shared with lots of businesses, so you’ll want to know what that number is.
“If you send me a lead that doesn’t match my service offerings, will you credit my account?”
Sometimes, a lead comes in, you pay for it, and it turns out that the prospective customer is asking for something you don’t provide. In many cases, the provider will refund you for that lead if this happens. You’ll want to make sure they do offer credits or refunds for these scenarios because these kinds of mix-ups are bound to happen on occasion. You’ll also want to ask how these refunds arrive (i.e. whether they reimburse you or if they credit your account for another lead).
“Do I have to pay extra for prominent visibility?”
Some pay-per-lead services tell you that they’re free to join, but they don’t tell you that you have to pay for a premium option if you actually want to receive good leads. Make sure you know the real cost of doing business before you sign up.
The next time you find yourself talking to a prospective advertiser, remember to keep this guide handy. By asking these questions, you’ll be able to decide if they’re actually worthy of your business. Good luck!

How to Find the Online Advertising Program That's Best for Your Business

Last Updated: February 15, 2024

You’re a savvy business owner, and you know that becoming more visible on the Internet is vital to your company’s success. But the number of online advertising buzzwords is completely overwhelming. You’re supremely skilled in your own trade, but how are you supposed to figure out the best strategy for online advertising when your Internet skills don’t extend much past e-mail, Google, and Facebook?
We hear you. The world of online advertising is vast and confusing. That’s why we’ve put together a buying guide to help you choose the best online advertising program for your small business. We broke it down by the most common marketing concerns.

First, the Options

Before you can choose a strategy, you need to know what your options are. These are the most popular online advertising categories. Keep in mind that the most effective advertising campaigns will combine two or more of these:

SEO: Search engine optimization means designing a website that is deemed valuable and relevant by search engines, and then getting other websites to link to it. Optimized websites are more likely to rank higher in search engine results, and a higher ranking typically means you reach more potential customers. Prospect Genius’s Core program is centered on SEO.
PPC (pay-per-click): This is a paid advertising strategy wherein business owners pay search engines to promote their ads, which link to their website.
Local directory listings: Local directories are the Internet version of the yellow pages. Most will allow you to add your business information to their directory for free. As a result, one marketing strategy is to leverage all the possible local directories to drive traffic to your own website. Prospective customers visit these directories when searching for specific types of businesses, and hopefully they find and contact you.
Pay-per-lead: Pay-per-lead is a type of paid advertising provided by many directory listing sites. Most commonly, the directory sites make money by charging you for better positioning on the page, inclusion of bolded text, highlighted information, more screen real estate, etc. If a prospective customer contacts you, you are then charged for that call or e-mail.

Need for Speed

If you need to promote services quickly—whether it’s because you need an immediate boost in sales or you have a seasonal offering that’s only available for a short time—here are your best options:

Pay-per-lead: Business owners can turn a pay-per-lead campaign on and off instantly, so it’s well suited for smaller time frames. Plus, this is the best solution for getting a large volume of leads in a short amount of time because the structure requires prospective customers to have higher purchasing intent, since they are actively making phone calls or sending e-mails. With a higher purchasing intent comes a higher conversion rate.
PPC: Similar to pay-per-lead, PPC (pay-per-click) is an advertising campaign that can be turned on and off in an instant. Each visitor comes at a much higher price than SEO, but the ability to start and stop can be highly valuable in certain circumstances.

Limited Advertising Budget

In 2014, every business owner should be carving out room in their budget for an online advertising program. But the reality is that small businesses tend to have a little less wiggle room. So if you’re trying to keep your belt tight, here are some of the more budget-friendly options that will still get you results:

SEO: Because SEO is an organic, systematic approach to online advertising, the overhead costs are fairly low. The majority of the costs are associated with the labor involved in building the website and promoting it on countless platforms across the Internet. Although SEO does require some patience to gain traction and momentum, the number of leads that comes in after a few months makes it all worth it.
Directory listings: While directories are mostly free to use, your visibility is limited to just the directories on which you’ve listed your business. It’s a very low-cost advertising strategy, but it hinges on prospective customers coming to your directory of choice. However, if you do enough of them, the number of links directed at your website will increase and help your site rank better in the search engines.

Craving More Ownership

Do you feel like you’ve been burned by online advertisers before? There are a lot of disingenuous advertising companies out there, unfortunately, and they give the rest of us a bad rap. But we very much understand the desire to have ownership over your online advertising program as a result of a poor experience, so here are some options for you:

SEO: Not every detail of SEO has to be dictated by the advertiser. If you want to hold on to your business’s existing website but still want the benefits of a professional SEO campaign, ask your advertiser about programs that keep your existing website in the middle of the campaign. As an example, Prospect Genius offers a Bring Your Own Site (B.Y.O.S.) option for its Core program. This allows you to invest in your current site while our content specialists promote it as if it were one of our own design.
PPC: While you can’t control the cost per click or the parameters set by the search engines, you can control your spending limit and the length of your campaign. If you do this independently, you can control which keywords are used. Even if you outsource this job to an advertiser, you have very little residual risk of long-term damage if they turn out to be dishonest. This makes switching from one advertiser to the next relatively easy and painless.
Directory listings: The categories on local directories are typically preset and you’re only given a certain amount of space for your information, but you can create your own listings without necessarily even needing a website or advertiser. Be careful, though: Some directories are labeled “bad neighborhoods,” and they can actually hurt your rankings. Beyond the manpower required to type in all of your information hundreds of times, knowing which directories are helpful, which are hurtful, and which just don’t matter is where companies like Prospect Genius can really be worth the investment.

Proportionate Cost per Lead

If you feel like some forms of online advertising are costing too much per lead, then it’s time to do some math.
On the surface, PPC and pay-per-lead seem like smart investments because you’re only paying for the leads that you actually get. But how much do those leads really cost?
Let’s say you spend $50 per lead on a directory site. If you get 9 calls per month, that’s $450 you’re paying out of pocket. If you only book jobs from 33% of those leads, it actually costs you $150 per job booked. And if you’re only booking jobs that net you $100 profit, you are actually upside down by $50 per job!
The same goes for PPC, but you’ll get an even lower ROI because the conversion rate for clicks is significantly lower than the conversion rate for calls/e-mails. For PPC, getting 1 call from every 20 clicks is a very good ratio; then when you consider that something like only 33% of those calls result in jobs booked, you could be looking at a real cost of $300 per job (when you’re paying a seemingly low $5-per-click rate). When you pay for each lead, you will only ever make a fixed margin on each. There’s no opportunity for you to drive your per-lead cost down and your margins up.
On the other hand, if you pay a monthly fee of $300 for SEO (like our Core program) and wait patiently for a few months, you could wind up getting 20+ calls per month and saving lots of money. It’s just like buying a house versus renting one: It stinks to have to pay $40,000 up front on that down payment, but then you have the ability to earn a profit on that investment over time. If you rent, avoid the initial pain of the down payment, but you’ll pay more over time.

Getting Decent Results, but Want More?

Many business owners encounter a plateau in their online advertising. They’re getting a solid volume of leads per month, but they want more. This often has no reflection on the quality of services that their online advertising company is providing; rather, it just means that the particular service they’re using has been maxed out.
If this is something you’re dealing with, do some investigating. Find out if your advertiser offers other services that may complement the one you’re currently using. For instance, if you’re currently using SEO and finding that your volume of monthly leads has stagnated, then you might be interested in trying out a short PPC campaign to give your sales a boost.
Conversely, if you’ve been relying on paid advertising to bring links to your website or calls to your metered phone, you can try adding directory listings to the mix or even optimizing your site for search engines. Covering all of your bases and adding algorithmic value wherever you can is never a bad idea.

Effective, Fast, Cheap: Pick Two

Unfortunately, when choosing an online advertising program, you can’t have it all. If you want something that’s fast and effective, it won’t be cheap. If you want something cheap and fast, it won’t be very effective in the long run. That’s why you have to think long and hard about your company’s marketing goals before diving headfirst into a campaign. Do your research, and know that the specialists at Prospect Genius can guide you through the decision-making process should you need any help.

Is Yelp Doing More Harm Than Good for Your Business?

Last Updated: February 15, 2024

Small businesses in every corner of the country are wondering where all of their good Yelp reviews have gone.
Yelp’s official website states that their primary purpose is “to connect people with great local businesses.” What they don’t tell you is that a large number of these upstanding local businesses are feeling the squeeze of Yelp’s practices every day.
This is especially true when it comes to reviews. In fact, a shocking number of small businesses have reported that a majority, if not all, of their positive reviews have been filtered out while their negative reviews remain. But before we get into the nuts and bolts of how Yelp’s filtering system may be hurting instead of helping, let’s take a quick look at what Yelp even is…

(Source: Yelp.com)

Yelp: A Brief Overview

If you’re a frequent Internet user, you’ve probably noticed that Yelp listings for local businesses tend to appear at the very top of Google search results. If you’re also an informed user, then you probably clicked on that listing to check out the business’s contact info and reviews.
Yelp.com is a relatively up-and-coming website that only gained significant traction on Google’s search results when Google dialed up the importance of reviews about 12 months ago. Yelp describes itself as an “online urban city guide,” designed to assist locals on the hunt for good restaurants, bars, hair salons, repair shops, dentist offices, and the like. Moreover, it helps local businesses connect with the people who are already searching for their products or services.
Over the course of the last year or so, listings on Yelp have gone from the bottom of Google results pages to the top, thanks to the site’s increased popularity on social media and a strong focus on user reviews. Will the party last? A Google algorithm update weighting social relevance and reviews more heavily is responsible for Yelp’s sudden rise. But, since Yelp competes directly with Google+, we think it’s likely the bubble will burst sometime in the next 12 to 24 months, as Google targets Yelp as the competition.
Today, no business owner can argue against the value of a good Yelp listing, whether it appears in Google search results or on the Yelp mobile app. When attractive photos, accurate contact information, and plenty of positive reviews are included, a solid Yelp listing can convince local consumers that a company is worthy of their business.
Unfortunately, if business owners are unable to fill their Yelp listings with flattering content—or are unaware that they have listings on Yelp to begin with—then they’ll quickly feel the negative consequences. The basic downside of Yelp is that anyone can create a listing on a business’s behalf and leave poor, unsubstantiated reviews. While Yelp seems to be making efforts to improve the quality of their listings by promoting community involvement, filtering dubious reviews, and nominating especially helpful and active users to “Elite” status, there are still many loopholes that allow poor content to slip through.
But how does Yelp’s wide range of positive and negative aspects pertain to small business owners and local service providers?

Good Intentions, Poor Execution

As Yelp continues to develop, it has attempted to enhance the efficacy of business listings by designing a handful of additional features, most notably filtered reviews.
The review-filtering feature is purported to weed out questionable reviews. It’s meant to provide users with more dependable and informative content and to discourage dishonest or spam-like behavior. Furthermore, any review that’s been filtered will not contribute to the business’s overall Yelp rating.
Operated by undisclosed software, the filtering process gives more credence to reviews written by users with proven track records of honesty, helpfulness, and fairness. While the intended goal is to increase the reliability and accuracy of Yelp’s listings, there may be some unintended consequences, due mainly to the fact that the filtering software isn’t perfect. Frequently, legitimate reviews from new, not-yet-established users will be filtered out, while poorly written, deceptive reviews from dubious users will make it onto the listing. Since filtered reviews have no bearing on a business’s rating, this can prove to be highly detrimental to listings that have few reviews to begin with.
(To hear about Prospect Genius’s own unfortunate brush with Yelp’s filtered reviews, stay tuned for our next blog post.)

Don’t Fall Into the Yelp Trap

Some businesses have been fortunate enough to maintain positive reviews on their listings, thus benefiting greatly from their experience with Yelp.
However, countless other businesses have felt the wrath of one angry competitor who’s gaming the system or are struggling due to the number of positive reviews that have been inadvertently filtered out. Those businesses may not realize that they have other options.
We’ve learned a lot from our brief run-in with Yelp, namely that it’s not the be-all and end-all of local online advertising. Many business owners think they’re stuck with Yelp just because a listing was created, but what they don’t know is that they can actually contact Yelp representatives directly and ask them to remove their listing from the site. If they don’t want to go that far, they can try to encourage satisfied customers to leave reviews and hope that Yelp’s review filter won’t remove all of them.
Moreover, there are several other online advertising options available outside of Yelp. While Yelp can be a helpful business tool, it’s not the only local business directory out there. Business owners can utilize Google+, Yahoo! Local, Bing Local, Citysearch, Local.com, and even Angie’s List to protect themselves from problems with any single website. It’s important for business owners to remember not to put all of their eggs in the Yelp basket, especially with Yelp’s success in Google search results predicted to melt away down the road.

To Be Continued…

In our next blog post, we’ll discuss our own experiences with Yelp and use it as an example of how other small business owners can take action themselves.
Stay tuned!

Prospect Genius

What You Don't Know About Directory Listings Can Hurt You

Know Where Your Business Is Listed

Know How Your Business Is Listed

Is Your Contact Info Correct?

Are You Listed in the Correct Categories?

Is Your Service Info Up to Date?

Ignorance Is Not Bliss

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