Create business listings: step-by-step guide

Step 1: Preparation and data standardization

Before you start creating business directory entries, thorough preparation is crucial. Without a uniform data foundation, contradictory information is created that confuses search engines such as Google and scare off potential customers.

The key to success lies in a central master data list. This acts as your “single source of truth” — the one, binding source for all company information.

Define master data for business entries

At the heart of every entry are NAP data (name, address, telephone number). Absolute precision is required here.

Your master data list should define the following mandatory points:

• Exact company name: Determine what your company is called, including the legal form (e.g. “sample company GmbH” or just “model company”).
• Correct address: Define the exact spelling (“street” or “street”) and all relevant address additions.
• Primary phone number: Always use the same number, ideally in international format (e.g. +49...).
• Official website URL: Set the canonical version of your URL, usually https://ihre-firma.de.

Every deviation, however small, sends contradictory signals. For Google, this is an indicator of a lack of reliability. Consistency isn't an option here, it's a necessity.

Prepare content for business listings

In addition to master data, well-prepared content ensures a professional appearance.

• Business categories: Research appropriate categories. A plumber is not just a “craftsman”, but a precise “plumber” or “heating & plumbing”. A guide to Industry directories can help with this.
• Company description: Write a clear description of your offer. Prepare a short version (approx. 250 characters) and a longer one (approx. 750 characters) before.
• Visual material: Assemble a collection of high-quality photos: logo, exterior and interior photos, team photos, and images of your products or services.

Data standardization checklist

Use this table as a checklist to uniformly define your company data.

Data field example (standardized) Common error (To avoid)company nameMalerbetrieb Schmidt GmbHPainter Schmidt, Schmidt GmbH & Co. KGStreet & no.Musterstraße 123Musterstr. 123, Muster-Strasse 123ZIP code & city10115 Berlin10115 Berlin-Mittephone number+49 30 12345678030 12345678, (030) 123 45 678Site URLhttps://maler-schmidt.dehttp://www.maler-schmidt.de, maler-schmidt.dePrimary CategoryPainter Craftsman

With this database, you are well prepared to create your business listings systematically and without errors.

Step 2: Create business listings

With the prepared master data list, you can now create business entries on the relevant platforms.

Create a Google company profile

The Google company profile (formerly Google My Business) is the most important platform for local search. It forms the basis for your presence on Google Maps and in local search results.

First create your profile or claim an existing one. Verification is then required, usually by postcard with a confirmation code to your business address. You can find detailed instructions in our article on how to make your List your company on Google.

A common mistake is neglecting the profile after verification. Take advantage of every feature that Google offers. Each completed field is a positive signal and provides potential customers with important information.

Fill out all fields carefully with the data from your master data list:

• Opening hours: Maintain regular hours as well as special opening times for public holidays or company vacations.
• Services & products: List specifically what you offer.
• Attributes: Identify features such as WiFi, accessibility, or customer parking spaces.
• Photos & videos: Upload the prepared, high-quality images.

Select relevant industry portals

In addition to Google, there are other important platforms. This includes general directories and industry-specific portals. The right selection is crucial.

A café benefits from listings on Yelp or TripAdvisor, a medical practice from Jameda or Doctolib. A craft business should be present on portals such as MyHammer.

The process is usually similar: Register, enter company details and complete the profile. Your master data list allows you to copy and paste the data and thus the NAP consistency ensure. The variety of companies is constantly growing, such as Current start-up trends in Germany show what makes precise categorization all the more important.

Step 3: Find and avoid duplicates

After the most important business listings have been created, the search for duplicates follows. These duplicate profiles can result from relocations, changes of ownership or incorrect data from automated sources.

The problem: Duplicates not only confuse customers, but also search engines. Google can no longer clearly identify which profile is the correct one. This weakens the authority of your main post and can negatively impact your ranking.

Duplicate search methods

To find duplicates, look for various combinations:

• Old addresses: Company name associated with previous locations.
• Outdated phone numbers: Company name combined with old phone numbers.
• Name variants: Previous company names or common misspellings.

Keep a list of the URLs of any duplicates found.

Cleanup process

The goal is to only have one correct entry per platform.

1. Claim and merge ownership: It's the best method, especially with Google. Claim the duplicate and ask Support to merge it with your main profile. As a result, existing reviews are not lost.
2. Request deletion: If a merge isn't possible, request that the duplicate entry be deleted. There is often a reporting function for this purpose. How to a Delete a business profile on Google can, we'll explain in a separate guide.
3. Correct data: As a user, you can suggest corrections for some portals. Match the duplicate data to that of your main entry.

Perform this search regularly to ensure that no new duplicates are created.

Step 4: Actively maintain business listings

Once created, business listings require continuous maintenance to maintain their relevance. Think of your listings as active channels of communication.

Publish regular content

A profile that remains unchanged for months appears inactive. Google rewards profiles that are updated regularly. Use the contribution function to do this.

• offers: Inform about discounts or seasonal promotions.
• news: Share updates about new products or services.
• events: Announce events or workshops.

These posts keep your profile up to date and give customers a reason to interact. Continuous maintenance is particularly important when it comes to changes such as company succession. How Current DIHK data on corporate development show, cutting-edge owner data is crucial here. Latest Local SEO statistics Demonstrate how much buying behavior is influenced by correct local information.

Perform evaluation management

Respond promptly and personally to every review, whether positive or negative. Thank you for your praise and respond constructively to points of criticism. This shows future customers that customer satisfaction is important to you.

Use the question and answer function

The question-answer function in the Google company profile is a valuable tool. Don't just answer questions asked by customers, but proactively ask the most common questions yourself and provide the appropriate answers.

• “Is there parking in front of the shop? ”
• “Do you also offer vegan options? ”
• “Do I need an appointment? ”

This is how you build a useful knowledge database and take away uncertainties from potential customers. Tips on how to your Optimize Google business profile, can be found in our further guide.

Summary and next steps

A strong local presence requires a systematic approach. The strategy for successful business listings is based on four pillars:

1. Preparation: Standardize your company data (NAP, categories, descriptions).
2. Preparation: Create complete and accurate profiles on relevant platforms.
3. Cleanup: Systematically find and remove all duplicates.
4. Care: Keep your listings active through contributions, review management, and answering questions.

The continuous maintenance of business listings requires time and expertise. If you want to focus on your core business, working with experts can make sense.

Would you like to put your local visibility in experienced hands? SocialEdge ensures sustainable rankings in local search results so that you can concentrate fully on your business again. Find out how we can make your company visible locally: https://www.socialedge.ai