How To Find The Right Local & Vertical Sites For Your Small Business

Most small business owners understand that they should be listed on major national search engines such as Google and Bing, but how do they know which local directories and vertical sites are important for improving their SEO?

If you’re a dentist in Boston looking for local sites, you could look at the listings of other Boston businesses, such as Boston Standard Plumbing:

Boston Plumbing

If you want to find vertical sites, you could look at the listings of other dentists, such as Tribeca Dental Associates in New York:


Even better, you would want to look at businesses that are in both your locale and your vertical, such as Charles River Dental Associates in Boston:

Charles River Dental Associates in Boston

Finding local and vertical sites this way is a tedious process because you have to go through many businesses one by one. An alternative is to use an online tool that automatically aggregates all the sites where your competitors are listed.

But even with all of these approaches, you end up seeing the large, plain vanilla sites like Bing, CitySearch and SuperPages. Whether you’re a dentist, florist or plumber, and whether you’re in Boston, Chicago or Chico, these generic sites aren’t necessarily the right ones for you to be listed on.

It could be that in order to rank high on Google Maps, you need to find hyperlocal sites or the hyper vertical sites that are ‘hyper relevant’ for your type of business! Otherwise, you may be lost under the big nationwide, multi-category sites that just list all the sites from all your competitors.

To get a better understanding, we ran an analysis of 3 million SMB’s in multiple verticals and locations, and used that data to look at just the vertical sites and just the local sites – and found some interesting things.

Here is an example of what we found for Faneuil Hall Dental Associates, a Boston dentist.

These are the nationwide sites for their business category, which include both the big sites like Google and more relevant sites such as and


Below are the local sites where they should be listed. Some of these smaller local sites one might never think of (such as or but Google thinks they are important:


It’s clear that the plain vanilla sites are not the only ones you need to be listed on – equally as important are the smaller, simple sites that Google finds to be important for your business category.

What’s important for SMB’s to understand is that not every dentist needs to be listed on, but that they would do well to consider all the sites that are most relevant to their vertical and their locale.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Beginner | Channel: SEO | How To | How To: Links | Small Is Beautiful


About The Author: is CEO at Palore, a provider of local businesses' advertising data and information on their online activity. He also blogs at The Palore Blog. This column is researched and written by the marketing department at Palore, which is led by Hanan.

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  • Nancy E. Wigal

    Good stuff – thanks for pointing out that small, hyper local verticals really count with Google. They may not bring a ton of traffic, but if they potentially show up high in SERPs since Google thinks they’re relevant, so much the better.

    You make a nice point about how to use Google to find out where the local, local verticals exist – it’s pretty easy to figure out what will work for my SMB clients and attendees.



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