Directory profile completeness

If you want your business to be found online, you need to understand the role that business directories play these days, cause it's a big one. I'm talking about directories like Google Maps, Yelp, and Clutch.

These directories have always mattered, but they matter a lot more now as search becomes AI search. I think by the end of 2026 all search will be AI search.

Understanding how this AI depends on these business directories to recommend either you or your competitors is crucial. First thing to understand is this is not a volume game.

The goal is not to get into as many directories as possible. A lot of SEOs will tell you you need to get your business in every business directory.

Generally, this is terrible advice. It has been for a while for most businesses.

If you track which directories AI actually cites before recommending you or your competitors, you'll find there's only about 12 that matter. And of those 12, there's only one to three that make up the vast majority of citations for most businesses.

Here are the three directories that you actually need to care about...

e looking to hire a business like yours. Then pay attention to the websites that AI cites.

These websites more or less determine whether or not the AI is going to recommend your brand or your competitor's brand. And for pretty much every industry, it's going to include directories.

Now before I get to step 2. I know what you're thinking, TJ.

Why would I look at Google AI Mode? No one uses AI Mode.

Fair enough, but remember, we're operating under the assumption that all search will be AI search by the end of 2026. And even if my timeline is off slightly there, it's not a matter of if, but when.

Google has already confirmed this is the case. Once you understand which directories AI is citing, the next step is to rank higher in those directories.

This is because when AI cites directories, it almost always cites listicles on those directories. If you're not showing up at the top of at least some of these listicles, it's not doing anything.

How do you rank higher in these directories? Unfortunately, it depends on the directory...

lly paying for placement, you're running ads on their platform, but as a result, they'll place you at the top of these listicles. And if this is a directory that AI is citing often, it's probably worth paying for placement.

And I know you hate Yelp and you swore you'd never pay them money cause they just rip you off. It's no longer just about the lift you get on the platform, but the lift you get from AI search, which is potentially much bigger.

But at the very least, you should be completing your entire profile on each of these directories. It's low effort, and a lot of cases can make the difference of whether or not you show up in these listings.