What Are Listings And Why Do They Matter?

Busy Street London

Will my listings work?

The effectiveness of a business listing depends on the information’s presence and accuracy. Listings are available through a variety of sources, including search engines, online directories and maps, or social sites. When it comes to listings presence, more is definitely better. Availability on as many sources as possible will create multiple avenues for consumers to find your business. But (and this is a big but), presence only pays off if the listings are accurate. Listings are accurate if the information is correct and consistent across all potential sources. Seems easy enough, right?

If a business’s listing is incorrect or missing, the majority of consumers will feel less confident about the brand, likely leading them to choose a competitor’s product or service. The availability of accurate listings ensures customers are actually able to find brick and mortar locations while they’re open for business. This means money in the business owner’s pocket and, just as importantly, it means the business can be reviewed.

An ample review pipeline is an essential tool for developing a business’ online reputation and fostering brand loyalty. Reviews allow customers to communicate their experience with a business to potential buyers, but if consumers can’t find a business listed online, their opinion of it won’t be well-informed. Accurate listings create the opportunity for transparency between businesses and consumers in the form of reviews, and the availability of this information will help increase a business’s visibility.  All great for search engines.

Consistent, accurate listings and the generation of reviews will directly benefit a business’s visibility by boosting its ranking in local search engine results. Search engine optimisation is a complex tool, so why not take advantage of it by simply ensuring your business is listed accurately!  Increased visibility means more customers, and what business owner doesn’t want that?

How A Traditional Manufacturing Business Grew Using Digital Marketing.

BJ Upholstery in Darlington

Zedcomms are a company who are ‘passionate about improving the business’.  A web design, Internet marketing and business development specialist.

BJ Upholstery based in Darlington is a traditional business who restore and reupholster antique soft furnishings.  Operated by a husband and wife team they have been in the reupholstery business for thirty years.

The Challenges

The loyal customer base was reducing and the call for restoring antiques was reducing too. A wider audience was required and new markets to serve.

The Solution

First, we looked at the company website and the supporting social media. We ran a ‘Snapshot Marketing Report’ that highlighted the company’s exposure online. They had very little exposure and the new customers required did not know they existed. They were known in Darlington and narrowly showed in search results as an antique reupholster and the report gave us the information to build an action plan.

We updated the website and created an easy to publish and search-friendly platform to work with. We did not totally rebuild the website for a few reasons; we wanted to keep the costs down, it looked ok and the style showed the business as it was, a nice traditional upholstery workshop in a market town, a bit old fashioned but well established. We didn’t want to come across too ‘flash’ we didn’t want a modern generic-looking website.  The website looks like an old upholstery workshop that is producing beautiful work.

Next was to build the social profile; we added Facebook, Twitter, Instagram and Pinterest and started telling the BJ Upholstery story regularly. Photos and descriptions of completed work are published which is an interesting bonus as prior only the customer saw the lovely work.
Website SEO was boosted by optimising the website and adding rich content to appeal to the target customers.
This is all ongoing and flexing as the business evolves and changes with demands and requirements of the owners.

Dig Advertising SS

The Results


Inbound enquiries are at a historical high and the company is attracting the ‘perfect customer’. The perfect customers are people who appreciate quality and don’t mind paying for the best service. People from further afield have become customers, at the time of writing two sofas are in the workshop from Gloucester, BJ Upholstery are producing jobs for interior designers, making bespoke sofas to order, upholstered a chair in football shirts and last year reupholstered a footstool in a potato sack for a customer in London.

 BJ Upholstery travels to the Yorkshire Dales, York, Harrogate, Newcastle as well as the surrounding area of Darlington and Durham. 


More Information

Any business can request a ‘Snapshot Marketing Report’ from Zedcomms.com, follow the link and request online.

A Unique And Fresh Way To Market Your Company

Pull marketing

Pull Marketing is a way to attract that ‘perfect customer’ to you.

Think about the perfect customer, age, interests, location, spend power etc. I can attract that customer to your door.

Internet or traditional methods both work but the Internet is the fastest and most cost-effective.  You need to be where your target customers are.  This can be adverts in magazines and newspapers they read or online forums they visit and subscribe to.  Another is search; what would your customer search in Google?  Reflect on your website, optimised will attract your perfect customer located in your area with your required budget.  It takes time and a little technological know-how but worth it and you can build from there.  Keep it going and always be active.

A Marketing Historical Story

Kellogs in the 1950s was a household name – why market a brand everyone knows?  so they cut the marketing budget. The customers quickly forgot and sales plummeted.

Our Marketing Plan

Devise the marketing message.
Deliver a clear marketing message.
Ensure the target market will see your marketing message.
Encourage contact – call to action.

Our Marketing Ethos

Be memorable.
Be different.
Be creative.
Include a ‘big fat claim’. (Don’t be shy about how good you are).

SEO And How To Find Opportunities


Google wants you to pay them to advertise so they are reducing clicks to your website.

To counter this we need to ensure the SEO is in top order, you have activity on the social platforms, you build reviews and keep your website up to date and active.  Zero clicks are good quality searches that in the past were sent to our websites.  Google has responded to *user demands by producing answers to common questions thus no longer requiring a ‘click’.  Nearly half of all searches are answered this way.

Google is as powerful as the ocean and like the ocean, it is free to use.

This is an excerpt from an article by Statcounter:

Searches resulting in zero clicks will continue to increase and the volume of organic traffic Google sends to our websites will continue to decrease. This makes SEO more important. To quote Rand Fishkin again, we must “leverage every scrap of traffic Google (and others) send us.” This means finding opportunities within organic results and SERP features to optimize and encourage clicks to our websites.

*Google only cares about one person – the user.  If the user is getting what they want quickly and acurately they will continue to use the platform.  More users make more advertising revenue.

In conclusion

It’s not all bad news, its changing.  Fantastic opportunities are on the Internet and they are getting better but you will have to start to consider paid for advertising in the future. For now, it is just a matter of spending more time, maybe get some help from a professional organisation, to optimise your company online.

We offer a free report to start the marketing optimisation process, read more here.