You Can't Ignore Your Online Presence

Start with Claiming Your Identity

"We close at 8," the hardware store clerk told me as I rushed in at 7:55pm last weekend. The frustration must have shown on my face, because he quickly added, "But I can let you grab what you need."

I had specifically checked Google earlier that day, which clearly showed they were open until 9pm. Perfect timing, I thought, for crossing off items on my weekend project list after dinner.

While grabbing the 303 fabric guard I needed, I mentioned the hours discrepancy to the manager.

"Google? Oh, we don't control that," he shrugged. "Maybe its showing our pre-pandemic hours? That was five years ago. Our real hours are on our website and our front door."

I pulled out my phone and showed him the Google listing—the very first result when searching for his store—which was marked as "unclaimed" and indeed showed the incorrect hours.

"We don't bother with those online listings," he explained with surprising confidence. "Our local customers know our hours, and we keep our own website up to date. Those other sites just want to charge us for marketing."

It's a misunderstanding I encounter frequently when working with small business owners. Yes, they all want your marketing dollars, but managing your listing is free. The online listings already exist. Google, Yelp, and dozens of other platforms create business profiles automatically using public information. The question isn't whether your business is listed—it's whether you've claimed those listings to ensure they correctly represent your business.

Why Your Online Presence Matters

Today's customers find businesses differently than they did even five years ago. Before visiting a new restaurant, retail store, or service provider, most people check online – and they're not just looking at your website. They're checking Google Maps, Yelp reviews, operating hours on Apple Maps, and even local discussions on platforms like Nextdoor.

Each unclaimed listing represents a missed opportunity to:

• Correct inaccurate information
• Answer customer questions
• Respond to reviews (both positive and negative)
• Share high-quality photos that showcase your business
• Highlight what makes your business unique

When you don't manage these listings, you're essentially letting strangers control your digital first impression. Outdated hours lead to frustrated customers who arrive at closed doors. Unanswered questions lead potential customers to choose competitors. And those unflattering smartphone photos taken by random visitors? They become your business's visual identity to new customers.

Essential Business Listings Every Owner Should Claim

Start by claiming your business on these ten essential platforms:

1. Google Business Profile – This is the information that appears in Google Maps and Google Search. It's arguably the most important listing for local businesses, affecting how you appear in local search results. Claiming this profile lets you update hours, respond to reviews, post updates, and answer customer questions.
2. Yelp for Business – Despite mixed feelings some business owners have about Yelp, it remains a powerful platform for customer reviews. Claiming your listing allows you to respond to reviews, update business information, and add high-quality photos.
3. Facebook Business Page (Meta Business Suite) – While you might think of this as something you create rather than claim, many businesses discover that customers have already created unofficial pages for them. Search for your business and claim the official page through Meta Business Suite.
4. Bing Places for Business – Though less prominent than Google, Bing Places helps ensure your business appears correctly in Microsoft's search engine and on Microsoft Maps.
5. Apple Maps (via Apple Business Connect) – With millions of iPhone users relying on Apple Maps for directions, claiming your listing ensures Apple users can find accurate information about your business.
6. Better Business Bureau (BBB) – BBB listings often appear high in search results and signal credibility to potential customers. Claiming your profile allows you to respond to complaints and showcase your commitment to customer satisfaction.
7. Nextdoor (Nextdoor Business) – This neighborhood-focused platform is increasingly important for local businesses. Claiming your business listing helps you connect with nearby customers and participate in community discussions.
8. Angi (formerly Angie's List) – Particularly important for home service businesses and contractors, Angi allows you to showcase your work and respond to customer reviews.
9. Foursquare (Foursquare for Business) – While not as dominant as it once was, Foursquare data powers location services for many apps and platforms. Claiming your listing ensures this information is accurate across the digital ecosystem.
10. Yellow Pages (YP.com) – The digital version of the traditional Yellow Pages still holds value for local SEO and discovery, especially for older customers who trust this longtime resource.

Before You Start: Information to Prepare

When claiming your listings, having the following information ready will make the process much smoother:

Basic Business Information

• Legal business name
• Physical address (exactly as it appears on your utility bills)
• Phone number
• Website URL
• Hours of operation (including special holiday hours)
• Year established
• Business category/industry (be specific)
• Brief business description (both a short version under 250 characters and a longer one)

Verification Materials

• Business license or tax documents
• Utility bill showing your business address
• Smartphone to receive verification codes or record verification videos
• Domain-based email address (e.g., you@yourbusiness.com)
• Social security number or EIN (some platforms require this for verification)

Marketing Assets

• High-quality logo (in various formats like PNG, JPG)
• Professional photos of your:
  • Storefront/exterior
  • Interior
  • Products or services
  • Team members (with their permission)
• Menu, service list, or product catalog
• Special attributes (wheelchair accessible, pet-friendly, etc.)
• Business attributes (free WiFi, parking availability, payment methods accepted)

Social Proof

• Testimonials you might want to highlight
• Awards or certifications
• Professional affiliations

Focus on What Matters Most

While I've listed ten important platforms, you don't need to devote equal attention to all of them. The key is understanding where your specific customers are looking for businesses like yours.

Start by asking your current customers how they found you. Did they search on Google? Check Yelp reviews? See you on Nextdoor? This information tells you which platforms deserve your immediate attention.

For most local businesses, Google Business Profile should be your top priority, followed by either Yelp or Facebook depending on your industry. Restaurants and retail shops often get significant traffic from Yelp, while service businesses might benefit more from focusing on Google and Facebook.

Maintaining Your Digital Presence

Claiming your listings is just the first step. Set a calendar reminder to review and update your information quarterly. This includes:

• Checking that hours, phone numbers, and other basic information remain accurate
• Uploading new photos that showcase seasonal offerings or changes to your space
• Responding to new reviews and questions
• Posting updates about special events, new products, or services

The businesses that excel at digital presence don't just claim their listings – they actively manage them as an extension of their in-person customer service.

The Underdog Advantage

While big corporations have teams dedicated to managing their online presence, small businesses have an authenticity advantage. When you personally respond to reviews or answer customer questions, it showcases the human connection that makes small businesses special.

This personal touch is a perfect example of leveraging what I call the "Underdog Principles" – the natural strengths that small businesses possess. By claiming and actively managing your online presence, you're not just improving your visibility – you're showcasing the proximity and personal connection that sets your business apart.

Don't let unclaimed listings create barriers between you and potential customers. Take control of your online identity today, and make sure your digital first impression reflects the same care and attention you bring to your business every day.