Business directory listings and local SEO

Last updated 12 October 2026 · By the XKey team

Do directory listings still help SEO?

Less than they used to, but the right ones still matter. They confirm your business details, some send real customers, and a few are trusted sites Google already relies on. What matters most is that your details are correct and identical everywhere; conflicting addresses or old phone numbers confuse customers and search engines alike.

Which listings should a UK business have?

• Google Business Profile – by far the most important. See the Google Business Profile guide.
• Bing Places – powers Bing, and some AI assistants' local answers. See Bing Places and Bing SEO.
• Apple Business Connect – how you appear in Apple Maps and Siri on iPhones.
• Facebook business page, with the same details.
• Big UK directories such as Yell, Thomson Local and Scoot.
• Your sector's directories – trade bodies, accreditation schemes, review sites people in your trade actually use (Checkatrade, TrustATrader, Which? Trusted Traders and similar).
• Local directories – chamber of commerce, council business directory, town or tourism websites.

Which listings should I skip?

Paid "submit to 500 directories" packages, directories nobody visits, sites stuffed with ads and spammy links, and anything outside your country or sector. They take time, can link to you from low-quality sites and rarely bring customers.

How do I keep my details consistent?

1. Write down your exact business name, address (in the same format each time), phone number and website address.
2. Use exactly those details everywhere, including on your website's contact page and footer.
3. Search for your business name and old phone numbers or addresses to find out-of-date listings, and update or remove them.
4. When you move or change number, update your Business Profile first, then work through the list.

Do listings count as backlinks?

Many directory links are "nofollow" and pass little ranking value, but they still help people find you and confirm your details. For links that build authority, see how to get backlinks, and check your current links with the backlink checker.

Frequently asked questions

How many directory listings do I need?

There's no magic number. Cover the major platforms, your sector's main directories and a few local ones, all with identical details. Quality beats quantity.

Should I pay for premium directory listings?

Only if the directory sends you real customers. Paying doesn't usually improve your Google rankings.

Should a home-based business list its address?

On Google and most directories you can hide your address and show a service area instead. Use the same approach everywhere.