When people ask me how the business listings that we create at LML compare to a Yext listing, I find that the quickest way to explain the fundamental difference is by comparing a sponsored listing to an organic listing.

A sponsored listing, costs money, is up and running quickly, and is only live while you keep sending checks.

An organic listing does not usually publish instantly but remains on the search portal where it was built whether or not you keep sending checks.  In other words, you “own” the listing, you’re not just renting it.

Thanks to Google, most people already understand the difference between a sponsored and organic listings.  In the case of Google, you can buy a sponsored listing and see your ad running within hours.  This of course has it’s advantages and is certainly a valuable tool that shouldn’t be overlooked.  However, ask any marketer if they would prefer their organic listing rise to the top of search and I’m sure the answer will be unanimous.

The business listings that we create on behalf of the SMB and National Brands are in fact organic, claimed listings.  Anyone involved deeply in local marketing understands clearly that an organic, claimed listing is much more valuable in the long term than a “power listing”, but why?

The Most Important Reason to Claim your Business Listings.

The Rapid Socialization of the Internet

In case you haven’t noticed, the internet at large is becoming more social each day.  It’s no wonder why when more that 50% of everything Internet is now mobile.  More searches, clicks, and ad dollars are now dedicated to the mobile experience, and this trend will continue into the future.

For the first time, mobile searches eclipsed desktop searches in 2015. Photo: Ariel Zambelich

It’s important for all marketers to understand clearly that the mobile device is a social device.  We use it primarily for talking, texting, Facebooking, reading/ sharing news, watching videos, finding restaurants and hotel accommodations and taking and sharing photos.  All socially motivated actions.

If you want marketing success on mobile, focus on social.

Local Search is Quickly Becoming Social

Directories, search engines, local sites, and apps are now evolving very quickly into social tools.  There are reviews, comments, likes, corrections, pins, check-ins, shares, photos and so on being added to the search experience.  This is a trend that is expected to accelerate.

Most understand that a company’s Facebook page is a valuable marketing and communication asset for all business, An asset that grows in value over time and effort.  The very first day you build a Facebook page is a lonely day.  With time and user interactions, the experience becomes increasingly richer and in turn the social channel’s asset value for the business grows.

Like Facebook, all social channels, such as Google, Yelp, Foursquare, Judy’s Book etc. need time and consistent user interaction to become valuable to the business.

Graphic via

As more and more search portals morph into social sites, gathering likes, pins, shares, photos, check-ins, comment, reviews, and corrections etc. it is becoming increasingly essential to own your listing.

So I ask you now, Do you want to rent or own your social channels?


  • Near real time creation and updates of listings

  • No merchant interaction required for verification

  • No direct ownership

  • If you cancel your account, you lose all your listing data including social interactions


  • Direct Ownership control

  • Social Aspects grow valuable asset over time

  • If you cancel the listing management account, you keep what has been built

  • Requires some merchant interaction for claiming via postcard or phone call

  • May take up to 30 days (usually less than 10 days) to create listings