If your business has been living off the crumbs of third-party delivery and service apps (you know, those platforms that always want a slice of your pie), it’s time to take control of the main course.
Relying solely on aggregator marketplaces can leave you paying steep commissions and losing direct relationships with customers. The good news? You can increase your own online traffic by making your business easily discoverable on the platforms people use to search locally.
By establishing a strong presence on Google, Bing, Apple Maps, Yelp, TripAdvisor, and other search tools, you ensure customers find you first – and click through to your website or call you directly – instead of getting lost in a sea of third-party apps.
In this guide, we’ll explore how to boost your local discoverability using these channels so more customers come straight to your door (or website) without a middleman.
Don’t worry, it’s easier than convincing Siri to pronounce your business name correctly – and we’ll throw in a light joke or two along the way!
When it comes to being found online by nearby customers, Google Business Profile (formerly Google My Business) is the undisputed MVP.
This free tool lets you create a detailed listing that appears on Google Search and Google Maps whenever people look for services in your area. It’s essentially your business’s front-and-center profile on the world’s most popular search engine.
Why bother? Because an optimized Google Business Profile “not only maximize[s] your online visibility but also increase[s] your online and in-store traffic” webfx.com. In other words, showing up prominently on Google can lead to more website visits, calls, and walk-ins – no delivery app required.
Setting up and optimizing Google Business Profile: Start by claiming your business on Google (if you haven’t already) and filling out every section: address, phone, website URL, hours, and especially your business category.
Complete and accurate information boosts your relevance in local searchessupport.google.com. Google itself advises that “to improve your business’s local ranking, use Google Business Profile to claim and update your business information”support.google.com.
Essentially, the more Google knows about your business (and the more consistent your info is), the more often it will show you to the right searchers. Don’t be shy – upload high-quality photos of your storefront, menu items, or services, and encourage happy customers to leave Google reviews.
Those reviews not only build trust; they also improve visibility. Google notes that “high-quality, positive reviews from your customers can improve your business visibility and increase the likelihood that a shopper will visit your location”support.google.com. Plus, responding to reviews (both good and bad) shows you’re engaged, which can further boost customer confidence.
How Google Business Profile drives direct traffic: Think about the last time you searched “[type of food] near me” or “best [service] in [town].” The results likely showed a mapped list of businesses with ratings – that’s the local pack, largely powered by Google Business Profiles.
If your profile is well-optimized, you increase your odds of being in that coveted three-pack of results. When customers find you there, they can click your website link, call you, or get directions in one tap. T
his means their next step is to connect with you directly, not through a third-party platform. By being easily discoverable on Google search and Maps, you intercept customers at the moment they’re searching for what you offer.
One SEO agency put it simply: Google Business Profile “is an invaluable tool... [its] numerous benefits... maximize your online visibility and also increase your online and in-store traffic”webfx.com.
And visibility equals direct traffic. So, ensure your profile is up-to-date and packed with useful info – your future customers (and your bottom line) will thank you.
(Pro tip: Keep your Business Profile active. Post updates or offers regularly. This not only gives searchers fresh reasons to choose you, but also signals to Google that you’re engaged. A little activity can go a long way in making you stand out.)
Google may dominate search, but Bing is not to be ignored – especially since it powers searches on devices like Windows PCs, Microsoft’s Cortana assistant, and even aspects of Yahoo search. In fact, Bing still accounts for a significant chunk of search queries.
Surprise: “Bing still accounts for 23.7% of searches. If you aren’t optimizing your listing on Bing, you're missing an opportunity to drive in more leads for your business.” webfx.com. That’s nearly a quarter of all web searches! The takeaway: setting up your Bing Places for Business listing is a quick win to capture additional direct traffic.
Claiming your Bing Places listing: Much like Google Business Profile, Bing Places allows you to create a free business listing with your contact details, hours, photos, and services. The good news is Bing Places makes it easy by letting you import your Google Business Profile infomwmedia.io.
So if you’ve already optimized Google, you can sync those details to Bing with minimal effort – consistency is key. Once your listing is live, Bing’s local algorithm uses it to match you to relevant searchesbrightlocal.com. Appear in Bing’s local results and you can attract users who prefer Bing or who search via Windows, older Edge browsers, and voice assistants that rely on Bing’s data.
Why bother with Bing? Aside from the extra search share, Bing has its own loyal user base (yes, including that one uncle who swears Bing is better – and perhaps a sizeable number of potential customers in certain demographics).
“Bing Places is very much a relevant, worthwhile addition to your local search engine optimization campaign, especially if one of your goals is to generate more orders and sales from potential clients in your town or city.” brightlocal.com.
In short, it’s another avenue for people to find you. And remember, both Google and Bing listings are great ways to drive local trafficwebfx.com – the two aren’t mutually exclusive. In fact, covering both bases ensures you’re reaching as many searchers as possible. It’s like being listed in both the Yellow Pages and the White Pages back in the day (if you remember those) – except this time, it’s free and far more effective.
With Bing Places, anyone searching via Bing can easily see your business info and click through to your website or get directions. There’s even a perk: Bing pulls in Facebook ratings and reviews into its resultswebfx.com, which can enhance your credibility at a glance. So optimize your Bing listing with the same care as Google’s.
That way, whether customers say “Hey Google” or “Hey Bing” (or ask Alexa, which also uses Bing for web results), your business shows up. As one marketer put it, neglecting Bing is “missing an opportunity” for more trafficwebfx.com – and we don’t want that, do we?
(Fun aside: Bing’s share of search means it’s more than just “that other search engine.” Show it some love – after all, 23.7% of searchers is no small crowd, and your future customers might be among them. Optimizing for Bing Places might just make you the hero to those who haven’t switched their default search from Edge – and who doesn’t want to be a hero?).
Looking for some specialized assistance for your project?
We’ve covered web search, but there’s another massive audience you can’t overlook: Apple users. iPhones, iPads, and Macs use Apple Maps as their default navigation and local search app. Siri (Apple’s voice assistant) and Spotlight searches also pull local business information from Apple Maps.
This means if you’re not listed or updated on Apple’s platform, you could be invisible to a huge swath of mobile users ready to become customers. To get on Apple Maps, you’ll use Apple Business Connect – Apple’s answer to Google’s business listings.
Why Apple Maps matters: Consider how many people say, “Hey Siri, where can I get pizza nearby?” If Siri can’t find your business because you haven’t added it to Apple Maps, that’s a direct customer lost (and possibly redirected to a competitor).
Apple launched Business Connect as a free platform for businesses to manage how they appear across Apple’s ecosystem (Maps, Siri, etc.). Having a complete profile there lets Apple users “quickly find, learn about, and engage with your small business” ignitingbusiness.com. In other words, when an iPhone user searches or taps around the map for a service you offer, a polished Apple Maps listing ensures you show up and look appealing.
Setting up Apple Business Connect: Head to Apple’s Business Connect site to claim or add your location. Fill in your basic info (address, phone, website, hours) just like with Google/Bing. Add photos and make sure your “place card” (Apple’s term for your listing) is attractive and informative.
The benefit here is not only reaching Apple Maps users – Apple’s data is also used by some third-party services and search engines like DuckDuckGoignitingbusiness.com. So a presence on Apple can indirectly expand your visibility beyond just Apple devices.
Plus, Apple Business Connect now offers features like showcasing special offers or promotions on your listing, and even analytics insights (you can see taps for directions, website clicks, etc., similar to Google’s dashboard)ignitingbusiness.com. This helps you understand how Apple users are engaging with your listing.
Direct traffic from Apple Maps: An Apple Maps listing drives direct customer actions in a few ways. First, it literally puts you on the map – users can tap your pin and then tap your website link or “Call” button.
If you deliver or provide services in a radius, being on the map means local customers within that radius see you as an option when browsing their area. Second, Siri will be happy to mention your business when asked for recommendations, leading users to contact you or visit your site.
As a bonus, being properly listed on Apple Maps enhances your credibility; your business looks legitimate when it shows up on an iPhone with photos, reviews, and correct info. According to one small business tech site, “having a complete and personalized [Apple Maps] place card will allow Apple users to quickly find, learn about, and engage with your small business” ignitingbusiness.com.
That engagement can quickly translate into direct visits and orders. For instance, a customer using their iPhone to find “best tacos near me” might discover your restaurant on Apple Maps and then click through to your online ordering page – voilà, a direct sale you might have otherwise missed.
(Fun fact: Apple Maps has improved by leaps and bounds in recent years. No longer the butt of jokes about misplaced landmarks, it’s become a go-to for millions. Getting your business on Apple Maps now might just make you the true Apple of your customers’ eyes – or at least, their navigation apps.)
Beyond search engines and map apps, online review platforms play a huge role in local discoverability. Two of the biggest are Yelp and TripAdvisor. These sites are where consumers actively go to discover new businesses (and read reviews to inform their choices).
By establishing a strong presence on them, you not only gain direct referrals from those platforms, but you also boost your overall search engine optimization. Let’s break down each:
Yelp – The King of Local Reviews: Yelp is often the first stop for people hunting for the best burger in town or a reliable plumber, especially in the U.S. “Millions of consumers rely on Yelp to discover and evaluate businesses in their area, so having a well-optimized listing is no longer a nice-to-have—it’s a must.”direction.com.
In today’s digital-first world, a Yelp page acts as a second homepage for many businesses. Potential customers can find your Yelp listing via the Yelp app/website or even through Google (Yelp pages often rank high in Google results for local searches). Crucially, your Yelp listing includes a direct link to your website.
When a customer discovers you on Yelp, reads your great reviews, and wants to know more, one click on that link sends them straight to you – not a third-party ordering system.
Optimizing your Yelp page involves claiming it, ensuring your NAP (Name, Address, Phone) is identical to what you have on Google, adding your website URL, and keeping all details updated. Add enticing photos (people eat with their eyes first – even if it’s just a photo of your storefront or team).
Encourage customers to leave honest reviews. Yes, Yelp has a reputation for stringent (sometimes filtered) reviews, but volume and quality of reviews still heavily influence how often you show up in Yelp’s own search results and how attractive your listing is.
According to a local SEO guide, “having your business listed on Yelp can be a game-changer for local visibility. It connects you with high-intent customers who are actively searching for services like yours”direction.com.
And it doesn’t stop there – Yelp’s impact spills over into SEO. A complete Yelp listing “boosts your local SEO by adding a strong citation source and improving your Google Business Profile authority”direction.com.
In plain English: Google trusts businesses that are consistently listed on reputable sites like Yelp, so your Google ranking can improve when your Yelp listing is robust and in sync with your other profiles.
The direct traffic benefits from Yelp are twofold:
TripAdvisor – Reach Tourists and Boost Your Credibility: If your business is in the hospitality, food, or experience sector (restaurants, cafes, hotels, B&Bs, tour companies, attractions), TripAdvisor is a must.
TripAdvisor is the go-to platform for travelers and tourists looking for places to eat, stay, or things to do – but it’s also frequented by locals and by Google’s search algorithms. First, consider TripAdvisor’s sheer scale: the platform attracts “over 490 million users who rely on it for travel planning”, connecting businesses to “a vast pool of potential customers from around the world.” peekpro.com.
That’s nearly half a billion eyes that could land on your business. Even if only a fraction are relevant to your location on a given day, it’s exposure you don’t want to miss.
Setting up on TripAdvisor involves claiming your listing (or creating one) and populating it with your details, just like other platforms. Encourage travelers and regulars alike to review you there.
TripAdvisor’s Popularity Ranking algorithm will reward you for consistently good, recent reviews, which means higher placement on its lists of “restaurants in [City]” or “things to do in [City].” Now, here’s a hidden gem: TripAdvisor doesn’t just live on its own island – Google often integrates TripAdvisor content into search results.
In fact, “TripAdvisor listings are factored into Google’s algorithms for ranking businesses in search outcomes. A presence on TripAdvisor not only boosts your visibility in Google searches but also enhances your chances of appearing in Google reviews” peekpro.com
(for instance, Google’s knowledge panel for your business can sometimes show an aggregate of reviews from around the web, including TripAdvisor). The message is clear: being on TripAdvisor can amplify your overall online presence, making it easier for people to find you via a basic Google search and then click to your website.
For direct traffic, TripAdvisor provides a direct link to your website on your listing page. Travelers often use TripAdvisor to shortlist options and then click through to the business’s site to perhaps see menus, check reservations, or book a table/room directly.
By shining on TripAdvisor (good ratings, lots of photos, descriptive info), you’re enticing these users to take that next step toward your own site. Also, a high TripAdvisor ranking in your locale can dramatically increase foot traffic (visitors trusting that you’re one of the top places to visit will seek you out), and when those travelers return home, you’ve potentially gained new repeat customers who might order from you online next time – bypassing the delivery apps entirely in favor of your direct channels.
(Note: If your business isn’t in a touristy category, TripAdvisor might not be as critical. Focus on the platforms where your customers are looking for your type of business. But if you have any tourist appeal or just want as many citations as possible, listing on TripAdvisor with correct info won’t hurt and can still improve your web presence.).
The key to driving direct online traffic is to meet your customers where they naturally search, and as we’ve seen, that’s on search engines (Google/Bing), map services (Google Maps, Apple Maps), and trusted discovery/review platforms (Yelp, TripAdvisor).
By proactively managing your presence on each of these, you essentially set up signposts all over the internet that all point back to you – your website, your contact number, your online ordering system – rather than to a third-party intermediary. It might feel like a lot of profiles to keep track of, but the payoff is big: more visibility and more customers coming straight to your virtual doorstep.
A few final tips to maximize these platforms:
Ensure consistency: Make sure your business name, address, and phone number (NAP) are identical across all platforms. Consistent information acts like a trust signal to search engines, improving your local SEOmwmedia.iomwmedia.io. Consistency also prevents customer confusion. If your address format differs on Yelp vs. Google, for example, fix it. Small details matter.
Use keywords in your descriptions: Without turning your profiles into jargon soup, do include key terms customers search for. If you’re a Thai restaurant, mention “Thai cuisine” or your signature dishes in your description. If you’re a plumber, mention services like “emergency pipe repair” etc. This can help match your listing to specific searches on each platform.
Keep updating and engaging: An active listing often ranks better. Post updates on Google Business Profile (specials, events). On TripAdvisor or Yelp, new photos or a freshly penned business description can refresh your page. Engage with user reviews – thank people for praise, professionally address any complaints. Engagement shows you care and can turn a casual searcher into a loyal customer.
Monitor insights: Most of these platforms offer some analytics. Google and Apple will show you how many people clicked your site or requested directions. Yelp shows how many views your page got. Watching these can give you a sense of where your traffic is coming from and which platform might need more love. If you notice, for instance, that a lot of people find you on Google but few on Bing, it might be time to revisit that Bing listing and see what can be improved (or if Bing just has a smaller audience in your area, which is possible).
By implementing the above strategies, you essentially create a funnel from every major online touchpoint directly to your business. Someone finds you on Yelp after reading reviews – they click to your site to book a table. Someone sees you on Google Maps while exploring the neighborhood – they hit “Call” and place an order for pickup.
A traveler spots your high TripAdvisor ranking – they navigate to your website to purchase tickets for your tour. In each case, you’ve won a customer without paying a commission to a delivery app or competing in a crowded marketplace listing. You earned that traffic by being easily discoverable and credible online.
Conclusion: Service and delivery marketplaces might have given your business a start, but growing your direct online traffic is how you’ll secure your future. Investing a bit of time in these search and discovery platforms is like planting seeds in fertile soil – over time, you’ll reap a harvest of loyal customers who come to you directly because they found you easily and trust what they saw.
Remember, the internet is the new local hangout. Make sure your business is the talk of the town (or at least a prominent fixture on the digital map), and you’ll steadily siphon more customers away from third-party apps into your own welcoming arms. It’s all about showing up where it counts – and now you have the roadmap to do exactly that. Get listed, get visible, and get ready for that direct traffic to grow! webfx.comdirection.com