Get Found Beyond Google

Most contractors I talk to think about local SEO in terms of Google. Their map pack position, their star rating, their GBP photo count. That's fine — Google matters. But there's a whole layer of the internet that feeds your online authority, and it has nothing to do with your Google Business Profile.

I'm talking about business citations — the listings on directories like Angi, Yelp, Bing Places, Apple Maps, and a dozen others that mention your business name, address, phone number, and what you do. Every one of those listings is a vote of legitimacy in the eyes of search algorithms. And increasingly, they're how AI tools like ChatGPT surface local contractors when someone asks "who's the best HVAC company near me."

Here's what most people don't know: ChatGPT doesn't use Google. It pulls from Bing, Apple Maps, Yelp, and other business directories when it's searching for local businesses. So if your information isn't consistent and complete across those platforms, you're invisible to a growing chunk of people searching for your services. That wasn't really true two years ago. It is now.

This matters most in two situations. First, if you just built your website and you're starting from zero — citations are one of the fastest ways to build authority before you've had time to earn it organically. Second, if you're going up against a bigger, more established competitor, citations are one of the places you can actually close the gap without spending money. A well-optimized listing on 20 directories costs you nothing but time.

Before you start submitting, do yourself a favor and build one master business description — 150 to 200 words covering your primary services and service area. That's the asset you'll copy-paste everywhere. Make sure your name, address, and phone number are identical on every platform, right down to whether you spell out "Street" or abbreviate it "St." Inconsistencies confuse search engines and erode the trust signals you're trying to build.

The other thing I'd strongly recommend: get listed with your local Chamber of Commerce and any regional trade or builder association in your area. These aren't just networking organizations — their directory listings carry real domain authority. A citation from your local Chamber of Commerce or regional HVAC association carries significantly more weight than most free directories because search engines treat those sites as legitimate, high-trust sources.

Once you're set up, hand this project to an intern or office assistant with your master description doc and a list of directories. They can knock out 10 to 15 listings in a couple of hours. The real job is keeping a tracking sheet so you know where your listings live — because you'll need to update them if you add a service area, and you can use that list to build reviews on the platforms that allow them.

This week's issue includes a free Google Sheet template at the bottom you can copy and use to track your citation progress.

Also worth doing: your local Chamber of Commerce directory and any regional trade association (PHCC, ACCA, NRCA, AGC, etc.) that covers your trade. These carry more SEO weight per listing than most free directories because of their domain authority.

For example, here’s a list of the top Asheville organizations I recommend local contractors join.

Step 1: Write your master business description today — 150 to 200 words, your primary services, your service area, your differentiator. Save it somewhere you can copy-paste from.

Step 2: Open the Google Sheet template linked below. The 10 directories above are already loaded up as your starting list. Note your login info and profile link. This will make it easier to start growing your reviews right away.

Step 3: Claim or create your listings on Bing Places and Apple Business Connect first — these feed the AI search tools most contractors ignore and are the fastest wins outside of Google.

→ Get the Citation Tracker Google Sheet

Q: I've got a solid Google profile and decent reviews, but I'm not showing up when people use Siri or ask Alexa for contractors in my area. What's going on?

A: Siri pulls from Apple Maps, and Alexa typically uses Bing or Yext data — neither of which is connected to your Google profile. If you haven't claimed your Apple Business Connect listing and your Bing Places listing, you're invisible on those platforms no matter how dialed-in your GBP is. Go claim both this week — it takes 20 minutes each and it's free. That's the exact gap you're dealing with.

— John