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Most SMBs Don’t Stay Current with Local Listings

Posted on 2.10.2013

A new study from Constant Contact’s local discovery platform, SinglePlatform, reveals that even though 85 percent of small businesses (SMBs) believe it is important for their company to be discoverable on major search sites like Google, Yahoo and Yelp, less than half of SMBs actually update their online listings.

Perhaps the reason for the lack of updates is that, according to the study, 70 percent of SMBs say they don’t have time to manage listings on all of the sites that their consumers use. However, this poses a problem, because if businesses aren’t updating important information like hours and location, they will undoubtedly lose out on some potential customers who leverage search to find nearby businesses. In fact, the study notes that two-thirds of consumers use local search on a weekly basis, and that 70 percent of mobile searches lead to an action within one hour.

However, updating listing isn't the only problem, because the study also found that half of SMBs have seen inaccurate online listings for their company. This is why it is important for businesses to not only update their online listings on a regular basis, but also monitor their listings in order to ensure accuracy. One way that businesses can manage their online presence is with services like SinglePlatform or Yext. Both of these services help businesses get their correct information to appear in local search results on a variety of sites throughout the Web.

Other noteworthy findings from the study shed light on the growing importance of mobile for the small business sector. For example, 84 percent of SMBs believe that having a mobile-optimized website is important, while only 25 percent know how to create one. Moreover, 62 percent of the survey respondents also think it is important to be seen on major mobile applications. This is likely because more and more consumers are using mobile apps like Yelp on a regular basis to discover local businesses. In fact, earlier this week Yelp announced that more than 9 million users leveraged the company’s mobile app in January alone.

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