Manage directories to improve your SEO

To make the most of your website, and to help your company reach its full potential, you need to be easy to find on the web. That means having your information readily available to anyone who does a simple online search for the local real estate services you offer. 


By keeping all of your brokerage’s information up-to-date, accurate, and consistent with major directories, you make it easy for customers to find you and give yourself a boost when it comes to organic search traffic.


Local SEO’s building blocks: citations and links

Having actual links to your website on the web is important—but so is having citations.  Citations are listings of your business name, address, and phone number across the web. If they’re going to drive traffic, they need to be consistent—and the Local SEO Playbook in Zap is built to help you accomplish that consistency. 


Use the Local SEO Playbook to manage your company’s local citations


  1. Click on “Manage” in the left navigation panel and select “Configurations” from the menu.
  2. On your company’s configuration page, click on “Branches” from the navigation beneath your cover photo. You’ll be taken to a list of your branch offices.
  3. Choose any individual branch office to go to that branch office’s configuration page. Then scroll down to view the branch’s Local SEO Playbook section. This is an easy place to can manage your name, address, and phone number—NAP is the acronym that many search engine optimization specialists use for short.


You should see an overview of how many names, addresses (including ZIP codes), and phone numbers you’ve verified, and how many you still need to verify. You’ll also see a list that shows the name, address, and phone number each directory has associated with you—if any.


Key directories like Google My Business, Yelp, and Facebook are some of the first directories you’ll see listed, but there are plenty of other websites where you’ll want to claim your business and update your information. 

If you have already set up a directory, you’ll see your business name, address, and phone number listed on the page—and a status letting you know whether you need to verify the information. Any inconsistencies will be highlighted in red. If something looks incorrect, you can click the status button to be taken to that website, where you can update your info. 


Company-level NAP information will be available once you’ve viewed at least on one branch’s Local SEO Playbook.


Refresh Local SEO Playbook data

The Local SEO Playbook section’s NAP Audit section displays data pulled in from BrightLocal. This means that you’ll need to request refreshed information after you click through to link, verify, or edit your info on all of the sites listed.


You can only refresh the list once every 15 days, so make sure that you’ve clicked through to update every website on the list before you click “Request Update”.


To do so, click the “Request Update” button at the bottom of the list.


The process of pulling in this data can take up to one hour, so come back in a bit. Once your updated info is ready, the button will read “Check for Update”. Click the button to retrieve your updated list.


Update your key professional directories


Improve your Zap company website’s search engine rankings by updating any professional directories you’re listed in to include your Zap site’s URL. Some major professional directories you may want to update include:

  • Your local Chamber of Commerce
  • Your local Board of Realtors
  • Your state’s Board of Realtors
  • NAR
  • com
  • – and any others you’re aware of!

You’ll want to make sure that any of the major avenues by which customers find you on the web are linking to your Zap site, so that your Zap site can start gaining the kind of search engine credibility it needs to draw traffic and get you more business.


Build your company’s online presence

 Your NAP—name, address, and phone number—are indispensable when it comes to local SEO. But they’re not the only things you’ll want to update. Once you’ve got them squared away, keep up active profiles on Facebook, Google+, Pinterest, YouTube, and LinkedIn. Customers aren’t only searching for your company in directories – they’re looking for your presence across the web.


Make sure that you're easy to find on social media. This is great for building your company’s reputation with users and search engines because it allows you to get traffic whether your customers are ready to give you a call or visit your branch office or are just clicking through to view an open house that caught their interest on your Facebook page. Add photos and descriptions wherever possible so that customers who find you through directories know that you’re active on the web. You should also start collecting reviews of your company from your clients, so that new potential customers can get a positive, trustworthy first impression as soon as they find you on the web.


Marissa Azzara March 13, 2019