Best Way to Optimize 38 Local Directory Listing In Major Directories

[CSawatzky]

Hi Folks,

I am trying to figure out the best way to get our company's 38 U.S. locations in the major local directories. To start, I'd like to get us listed in the major ones: Google, Yahoo, Bing, and Yelp. I do have the resources myself here on staff to do everything manually. So, I don't necessarily need a service like Yext (but would also like any opinions on that offering if anyone can offer it).

But, from what I know in the past, every time you try to claim a local listing within each platform, you have to confirm your existence there somehow - whether it be by a mailed postcard or some sort of automated call they give you. Considering that we want to manage all social and local platforms here at corporate, how can we do this? I am not physically at these locations, but I'm sure this is possible to manage everything through one account. The addresses will be local, but the phone numbers on each local profile will route to our customer service here at corporate because the local locations are mostly administrative. In other words, businesses is booked through corporate and carried out at local destinations.

Thoughts/Comments?
I want to do what's best for SEO and also dont' want to harm anything or our link equity.

Thanks,
Pedram

[MiriamEllis]

Hi Pedram,

While some platforms do allow for bulk uploads of data (see: https://support.google.com/places/answer/178024?hl=en), you will need to provide a local, non-redirecting phone number per each physical location in order to comply with the Google Places quality guidelines which state:

"Use a local phone number instead of a call center number whenever possible."

Be careful, too, of the eligibility of your locations. You mention that many of your locations are 'administrative'. Do they comply with this guideline?

Only businesses that make in-person contact with customers qualify for a Google Places listing.

Some links you might want to check out:

http://productforums.google.com/forum/#!searchin/business/bulk$20uploads/business/wNhEV4RgVPw/0tVTlwIqU_8J

http://productforums.google.com/forum/#!searchin/business/bulk$20uploads/business/4ciD52RZ2eA/VD4ohx1RIEwJ

http://localsearchforum.catalystemarketing.com/google-places-help-support/1093-just-check-my-understanding-current-state-play.html#post4438

I hope these tips help!

[CleverPhD]

If you own all the locations in the 38 cities, Google has a bulk upload function.  It is done via a spreadsheet.

https://support.google.com/places/answer/178024?hl=en   You are then able to verify in bulk .

Step 6: Request bulk upload verification

It's important to verify your authority to manage your initial upload, because unverified listings will not appear on Google Maps. If you are the business owner of all of the bulk uploaded listings in your Google Places account, you will need to request verification for your bulk upload. Simply click the “Verify your locations” link and fill out the subsequent form. It will be submitted to our team for review. A reviewer will respond to your request at your Google Places email address.

That said, I would not use a central 800 number if each of the local businesses has a local number that they are already associated with at a give address.  Phone number is KEY to Google connecting the dots between what you submit, what they already have in their databases and what they find out on the web in other directories and from other business databases.    If you change all of them to a central 800 number you may actually be messing up your local search results as now your NAP information in Google is different.    It is not about where the local number routes, but the consistency of that number over time.  If these are well established locations with well established phone numbers for those locations, changing the phone numbers via the bulk upload may negatively impact you.

I am not familiar with bulk uploads at the other resources you mention, but a quick web search should set you up.  They will probably also be more responsive than Google.  Just did this for you

More on Google - http://searchengineland.com/google-places-launches-new-bulk-listing-management-tool-120552

Bing - https://www.bingplaces.com/Home/MoreFAQ

Yahoo does not have this option - http://www.rioseo.com/local-seo-bing-places-bulk-upload/#fbid=mUJJOb8Zyi6

Yahoo - http://smallbusiness.yahoo.com/local-listings/

Yelp - http://www.yelp.com/topic/charter-township-of-clinton-business-with-multiple-locations-sign-up-help

"If you send an email to feedback@yelp.com they can help you with multiple biz locations. Just send them a list of the locations you want to claim. "

Also http://moz.com/community/q/what-is-yelp-best-practice-for-updating-multiple-business-locations

[CSawatzky]

Thank you, Miriam and Thank you CleverPhD! Both great answers and very informative.

Next question - should I worry about Google+ Local for business? We have a Google+ business page as is that I've linked to our corporate location via that page (waiting for a postcard in a week). Our Google+ page is for our corporate presence. We don't want to create individual Google+ pages if possible, which is why I am thinking Google Places Local is better for us - and for SEO. Agreed? Thoughts?

Thanks again!

[CSawatzky]

Oh and more thing. Our individual locations in fact DO make contact with our customers and DO have individual phone numbers. I mention the 1-800 customer service number just because our clients typically call there anyway. But, if it's best to list individual business number AND I can still manage the profiles myself here at corporate, then I think we're golden, right?

[CleverPhD]

I would agree with this point.  You keep the local number so Google associates properly, but then corporate can manage the listing.   Works for me.

[CleverPhD]

This goes beyond what I know at this point.

I went to a presentation by Greg Gifford (here is his blog post) and the merge is a nightmare between Google+Local and Google+Business

http://blog.autorevo.com/2013/02/merge-google-plus-local-wit-plus-business/

http://blog.autorevo.com/2013/02/how-to-tell-difference-between-google-plus-pages/

So I have stayed back on this. I assume there would be some bulk merge tool to use at some point and this would be your answer. (I have not looked into this).

Post that as a separate question here and see what you get.

[jtlapal]

This is probably too late to help, but here goes...

We actually had this exact same issue with a client.  Ideally we would use a toll free number for all locations.  These locations do interact with customers, but it is not the preferred method for new customers to contact us.  (about 30% of transactions occur with the local location and 70% happen online, or with the call center)

In the end we sent in all the information ourselves but had each location verify by having a postcard sent to them.  This was a huge pain.  We had to contact each location manager as the post card was sent and have them make sure every employee who might touch the mail was aware that the postcard was coming.

I believe it was worth it.  Everything is managed from the corporate office as well.  But we had to make sure everything was verified properly.  We are also a little wary of messing with anything Google has set up because we didn't want to have to go back and undo, then redo everything we set up.

I do have a follow up question for you, and anyone else who cares to chime in.  Do you think there is value in having social media pages for every location?  Just managing the corporate social media pages requires staff.  To manage for 45 locations seems like an overwhelming task.  However, if the value is really there, it is something we would have interest in exploring.

Best,

Joe