As you might have guessed, the answer is that your listings and your website both matter. But early in the customer journey, your listings are key in your geomarketing strategy.
Far too many businesses neglect their third-party listings, focusing instead on branding efforts on their owned properties. Your website is important. But what your customers see first and most often is (most likely) your listings.
Our research shows that, on average, business listings receive 2.7x more views than a brand's owned website* (including local store pages and online directories). So even if the information on your website is perfect, out-of-date listings can hurt your brand's reputation and your conversion rate.
The information across your website and listings should be up-to-date and consistent. If not, there's a chance your customers will become confused. (Or worse yet, they might not discover your brand at all.) If you have duplicate listings, you'll need to suppress them — otherwise you risk diluting your organic traffic.
After all, research shows that the purchase journey starts with online search for a majority of people. The benefit of local business listings is that they can increase discoverability for your brand. Search results prioritize up-to-date, detailed local listings. This means complete, robust listings help with brand awareness and local SEO.
By contrast, inconsistent information across channels can hurt your search engine rankings. This can damage your overall discoverability — and even your reputation.
But that's not the end of the story, of course: your listings aren't the only way to drive search impressions. Your website should too.