Most startups are quick to jump on social media, pour money into paid ads, or chase influencer collaborations. These strategies work, but they often overlook one of the most critical marketing channels—one that requires little to no spending yet has the power to bring in high-intent customers consistently. That channel? Searchability. It is done through the Google Business Profile (GBP) and online directories. That’s right. The online directories may sound lame, old-school and dinosaur, but it works.
When people need a product, service, or recommendation, they don’t go straight to Instagram or TikTok. They Google it. When they do, the first results they often see are Google Business Profiles. If your business is there, with complete details, reviews, refreshed information, and updated status, you have a strong chance of getting that customer. But if you’re missing, you’re handing that opportunity to a competitor.
Having an optimised Google Business Profile means your startup appears when people search for businesses like yours. It provides instant credibility because potential customers can see reviews, check your business hours, and even call or visit your website with just one tap. In many cases, this is the first and only impression they’ll get of your business. If you don’t take it seriously, you’re practically invisible in the digital world.
Now beyond Google, many people use platforms like Yelp, TripAdvisor, Yellow Pages, online directories and industry-specific directories in their respective countries in their search for specific stuff such as restaurants. These directories aren’t just for show—they are high-intent traffic sources. Unlike social media, where people are often just scrolling for entertainment, users on these directories are actively searching for a solution. If your startup is listed and well-reviewed, you have a massive advantage.
Many startups assume that directories are outdated or only matter for big brands, but the truth is, they level the playing field. A small startup with strong reviews and complete information can outrank and outshine bigger competitors. It’s not about budget—it’s about visibility where it matters most.
That being said, if your startup isn’t leveraging Google Business Profile and online directories, you are missing out on free, organic traffic that could convert into paying customers. Setting up your profiles takes minimal effort, but the impact can be long-lasting. Keep them updated, encourage satisfied customers to leave reviews, and ensure your information is accurate.
In the startup world, visibility can be the difference between growth and failure. The question is, are you showing up where your customers are looking?
