In marketing your business, you want content to be featured where it will be seen and heard by consumers. As such, you wouldn’t pay to feature an ad in a newspaper that has one subscriber. This paper won’t be seen by your customers, and therefore, won’t provide a solid return on your investment.

This idea should also be considered when determining where your business should be listed online.

Companies like Yext and Localeze tell their clients to be on as many sites as possible with a focus on sheer quantity. After all, why would you want to only be on 7-8 sites when you could be on 100?

In theory, this makes sense. You want your business to be seen in as many places and as often as possible; with the click of a button or the signing of a 12-month contract, your information will be fed to dozens and dozens of listing hosts; some you’ve heard of and many more you haven’t. And just like that newspaper with one subscriber, your customers haven’t heard of many of these sites either. Not only that, but because your customers don’t know (or care) about them, Google’s search algorithm does not either.

Google only wants to display relevant content about your business to its users; content they will find interesting and keep coming back to Google to find again. When a data feed lists your information on unheardof.com and Google sees that the site is only getting a few hits a month from consumers, this factors into where the site displays in a Google search result (it won’t be on page one). Not only that, when your information is displayed on a hundred sites, how do you have time to ensure accuracy on all of them? How do you know your phone number is right? Your address? Duplicates?

Of People Searching On Mobile

93%

Go On To Complete Purchase

*Google/Nielsen

Of Businesses Listed Online

85%

Are Missing Important Information

*Merchant Centric

Most business owners, understandably, do not have time to check dozens of sites one-by-one every single day; and thus, if there are inaccuracies or duplicates for one or more of their listings, those inaccuracies will likely go unnoticed, causing confusion for their customers.

Going back to Google’s search algorithm: Confusing content is bad content; bad content doesn’t get displayed because it is irrelevant to Google’s user base.

This is why focusing on the quality of the most important listing sites over the quantity of sites on which you can be listed is so important. Sites like Google+, Yelp, Facebook, Foursquare, and Tripadvisor are sites that your customers visit and interact with regularly; and because of that, the Google search algorithm pays attention to them.

Granted, your business is likely on several of the smaller less popular sites; but if your customers aren’t finding you on those sites, does it really matter anyway? Do you really want to spend hundreds of dollars every month and hours of your time to make sure you are properly displayed to an empty audience?

Probably not and that’s why Merchant Centric helps you manage the sites where you will be seen by your customers. This ensures you save money, time, and focus on what’s most important: Running a successful business for your customers.

Moreover, when you have access to Merchant Centric, you’re not only able to monitor the most important sites to ensure your listings look great and accurate; but you get expert advise and regular tips about new listing site features which your business can leverage to further optimize your business online to get found and chosen more often.

Learn how Merchant Centric can help you take control of your online business listings. You can request a quick demo to see the status of your business across top sites compared to your competition or you can get started now with a free 30-day trial.

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