Are directories still worth it?
Yes, in moderation. Listings on other sites (often called citations) are one of the signal groups local SEO experts rank in Whitespark’s Local Search Ranking Factors survey. The main benefits are simpler than rankings, though:
- Apple Maps and Bing use their own listings, separate from Google.
- AI assistants pull business details from directories. BrightLocal has researched which ones they cite most.
- Consistent details everywhere help customers trust that you’re real and still trading.
What doesn’t help: paying for hundreds of low-quality listings. Ten good ones beat a hundred bad ones.
Start with the big three
| Where | Cost | Hide your address? | Notes |
|---|---|---|---|
| Google Business Profile | Free | Yes | The one that matters most. See how to set it up. |
| Bing Places | Free | Yes, with service areas | Import straight from your Google profile once it’s verified. How to. |
| Apple Business (formerly Business Connect) | Free | Unclear | Controls how you appear in Apple Maps on iPhones. How to. |
Then the Australian directories
| Where | Cost | Hide your address? | Notes |
|---|---|---|---|
| Yellow Pages | Free listing | Yes | One sign-up also covers TrueLocal. Tick “I don’t serve customers at my location address”. |
| Localsearch | Free listing | Yes | Live in minutes. Expect calls offering paid upgrades. |
| Hotfrog | Free | Yes | The hide-address option is in the expanded form. |
| Aussieweb | Free | Yes | Needs an address to verify, but it can be hidden. |
| Word of Mouth | Free | Yes | Review-based. Useful for trades and services. |
| StartLocal | Free | Check | Simple listing. |
| Yelp | Free | Yes | Less used in Australia, but a well-known source. |
Also make sure your Facebook page has the same name, phone and website. If your industry has its own site (for example trade job sites or health booking platforms), list there too, but read the fees first: many charge per lead.
Keep every listing the same
Use exactly the same details everywhere:
- Business name as it is on your sign and registration.
- Phone number in the same format, a number the business controls.
- Website, the same address every time (for example always
https://with or withoutwww). - Address or service area. If you’ve hidden your address on Google, hide it everywhere you can.
Keep your logins in one place, and update every listing when you move or change your number.
What to skip
- Directories that ask for a card before showing you their prices.
- “500 citations for $99” packages. Most are sites nobody visits.
- Paid upgrades you don’t need. Free listings are enough for almost every small business.