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May 6, 2017

The Devil is in the Detail: Your Business Details

Are you losing customers because they wouldn’t trust you?

While the contribution of local citations to your SEO is not as massive as it was few years back in terms of backlinking, the accuracy of your business details on all various directories still contributes somehow to your local SEO. But, more importantly, it’s not just about the rankings, having accurate and updated business details on any directory is vital for your business, with NAP (Name, Address & Phone number) being the main details to update, and other relevant information as well, such as working hours or holidays hours.

80% of customers felt that seeing incorrect or inconsistent contact details and/or business names online would make them lose trust in a business. *

 

Customers Trust: Did You Earn it?

Your potential customer could lose trust in your business if your information is not up-to-date, and it’s the responsibility of the business owner or managing agency to ensure that any business details that can be found online are reliable and correct. Remember, if you can find it, your potential customer can too. If you lost part of your customer’s trust even before they become a qualified lead, this is of great concern. A different phone number or website on a different directory is something you need to fix, even if you have more than one number, you really don’t want to confuse a potential consumer. Of course, this is not the case for businesses with multiple locations, where it would be expected to have multiple addresses and phone numbers, and potentially a different web address.

41% percent would not use a business if they couldn’t find it straight away

 

Tell Your Customers What They Need to Know

It’s not a secret that you should keep for yourself. The only reason you are open is to either get foot traffic or get your phone to ring. Wouldn’t you be disappointed if you ring or visit a business, who is marked as ‘open now’, only to find that it’s not? That’s where you don’t want to go with your customers. Or even worse, you might be leaving them wondering if you are open or not, because you never spent the time to tell them if you are open or closed.

30% found inaccurate business information online. *

Nearly one quarter of consumers have visited a business too early or too late owing to incorrect opening times displayed online. A shocking 36% have ended up calling incorrect phone numbers for businesses as a result of inaccurate information.  

Moved to a new location? Changed your phone number? Rebranded?

Well, you need to take an action, directories, including GMB (Google My Business) wouldn’t guess. This means that you should invest in getting any inaccurate or missing business details updated as quick as possible, otherwise you are very likely missing on opportunities.   And you never know where they might be looking, some people prefer a search engine, others would prefer looking for a business on social media, others would go straight to Google Maps. So, unless you are happy with the 59% who are persistently happy to find your business, and ready to give up 41%, do not make the effort to update your online listings.    

Google My Business Holiday Hours

With GMB, it’s easy to update and schedule special business hours to accommodate for holidays or special closures. This would assure your customers that they can see the updated hours and not turn them off or leave them wondering. You might be looking at the bigger picture and spend more money online, but it doesn’t take much to give a customer who already knows about your business and ready to make a step towards getting touch the information he needs to contact you.   In our fast-paced world than ever, customers are expecting nothing but a flawless experience with a business, so I always strongly recommend to my clients to keep their businesses details consistent, accurate and updated.   *Research by BrightLocal, in the Local Citations Trust Report 2018

Amir Saad

Amir Saad

Manager Client Strategy and Performance

I am an ex-dentist who is passionate about digital media and have geared my work experience & skills towards a career in this exciting and rapidly growing industry. I have found a career satisfaction in digital marketing and enjoy self-development. My career is focused towards digital strategy and consultancy, specifically in areas involving social media & search.

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