Other Local Search Marketing Options
Infogroup
Formerly known as InfoUSA, this is one of the major aggregators that compiles databases on businesses and households in the U.S. and Canada, getting information from white and yellow pages, business records, real estate records, newspapers, and more. In 2010, Infogroup also began offering self-serve business listing submissions and management via its ExpressUpdateUSA.com web site.
Chances are good that your business is already in their databases, so begin by checking that first. Whether you’re already in the system or not, there are very clear buttons that will walk you through the process of either claiming your listing or adding a new one.
Infogroup offers free basic listings for small businesses with fewer than ten locations. You can also upgrade to an “Express Plus” listing to include additional business information with your listing. (If you have more than 10 locations, you apparently have to use Express Plus.) Infogroup also offers a bulk upload system for accounts with multiple locations.
Localeze
Localeze is another of the major data providers to the primary search engines. Localeze has positioned itself as more than just a business listings source, though, via the addition of various content management-type services and tools. These help the local business owner make sure that his/her business data is optimized for inclusion in local search engines and directories. Localeze says it distributes business content/listings to 85 partners.
The Localeze Help Center has links to a variety of tools, including Add A Business Listing, Modify A Business Listing, etc., so that’s the best place to start.
UniversalBusinessListing.org
UBL is a data management service that helps local business owners submit and manage their information. It costs $30/year. At the moment, it’s the best way to get your listing included in the important Acxiom database. (Acxiom doesn’t offer self-serve listings for local businesses.) UBL also distributes data to the major search engines, online yellow pages sites, local portals like Citysearch and MapQuest, and more.
You can get started with UBL here, and you won’t be charged until your business profile is ready to be distributed. So, if it takes you a few days/weeks to prepare all your information, photos, etc., that’s okay. You can start and save your profile data as you build it out.
CitySearch
CitySearch is a long-running local portal, city guide, and business directory. As a small business owner, you should make sure your business is listed — and listed correctly — in CitySearch. Start by searching for your business. If it’s there, click through to your profile page. In the lower right of the main content column (under your business information) you should see two links — one that says “Own This Business?” and one that says “Suggest Correction.” (see below) The first option is how you claim an existing listing.
If you’ve searched, but there’s no listing for your business, you’ll see a link that says “Add Business.” Use that to get started with adding your free listing to Citysearch.
Yelp
Yelp is an important local directory with a strong userbase that regularly posts business reviews and has conversations about their favorite (and least-favorite) local businesses.
Do a search for your business name and zip code to find out if you’re already in Yelp’s system. If you’re not there, you’ll see a red button titled “Add A Business” on the bottom of the search result page. Use that to add your listing. If your business is already in Yelp’s system, click through to see the profile page and look for a red button at the bottom that says “Claim This Business.” That will get you started toward creating a business account on Yelp, which includes listing management and other services/tools.
Insider Pages
Insider Pages is owned by the same company that owns CitySearch, but the two are separate sites. Like many other sites, Insider Pages combines local listings with user-generated reviews.
As with the other local search sites, your first step is to see if your business is already in the Insider Pages’ database. You have to use Insider Pages’ advertiser sign-up form to get started. After you search for your business, though, look for a button that says “Add a New Business.” Click that to get started adding your business to Insider Pages.
Local.com
Local.com is a local search engine that offers a variety of advertising options on the site, but also offers simple & free listings for local businesses. If your business isn’t already listed on Local.com, you can add it here. While you’re on that page, you can read about Local.com’s premium listing service that currently runs $50 and offers top placement in Local.com search results, as well as extra business info like a company logo, up to five photos, and more.
Summary
While this list of “other” local search opportunities is not comprehensive (more will be added as time allows), it does offer a good start for the small business owner looking to get in to the Local Search market early. It’s impossible to say which of the destinations above will be successful and important 3-4 years from now, so it’s smart to consider each opportunity as part of your search marketing strategy.
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