How to Claim & Optimize Express Update (Infogroup) Business Listings for Local SEO

(You can find the full Express Update SEO Optimization Guide on our marketing company website.)

Express Update (a.k.a. Infogroup) is one of the top 5 most important directories for Local SEO.
Technically, it's a data aggregator.

• Whitespark puts them number 4 on their list of citation sources for the US.
• They are one of Moz Local's Direct Network partners.
• We also put them at number five on our list of local citations sources.

If you want to perform well in Google Maps and other local search results, optimize Express Update listings.

Before you can do that though, you have to find them.

How to Find ALL Express Update/Infogroup Listings

Express Update's built-in search function works well.

One box takes any NAP info.

Search all aspects of your NAP individually.

Least common name denominator seems to be acceptable for name variations.  However, it does not guarantee all listings will be found.  Using address and phone search, we have found duplicates that did not show up when searching exact name.  Therefore, you cannot get away with name search alone.

Likewise, address and/or phone number search alone may not be enough.  Infogroup listings without phone numbers are common (Example).  Infogroup listings without addresses are less common, but do exist (Example).

Google "site:" search is not an effective way to find Express Update listings.  At the time of this post, Google shows less than 1000 indexed URLs on ExpressUpdate.com.

So again:

Search all aspects of your NAP individually on ExpressUpdate.

Record all unique listings that correspond to your business.

Once you've found all of your listings, it's time to claim.  If you've found none, it's time to create.

Manually Claim Listings

Taking ownership of your business listings offers several advantages.

But it can be a tedious process.

Generally, top-tier platforms like Express Update are the most annoying.  This is especially true if you've changed names, numbers, and/or locations often.  Depending on your goals, automated solutions like Yext may be tempting.

However:

We have seen Yext fail to suppress duplicates on multiple occasions.

Given Infogroup's spot as one of the top local business data aggregators, it's crucial that your presence there is 100% accurate.  So take control of all profiles.

This may be easier if you don't have any yet.

Create New Listings on Express Update

Listing new businesses on Infogroup's directory is simple.

As you search for existing listings, you'll notice a call to at action at the bottom of search results pages:

"To see more results, add more information in the search box.
Don't see your business? Add it now."

(If your business is new, you can click directly on the link above to go to the submission screen.)
The submission form only has a few boxes to fill out.  Do yourself a favor and choose "Owner" as your business affiliation—whatever the truth may be.  Express Update is prejudice against everyone other than small business owners.

This will start the listing approval process.  You will receive an email once approved.  From there, you will still need to phone verify your listing and create an account.  Compared to the other top-tier local citation sources, this process is quick and painless.

Claiming existing listings is about the same.

How to Claim Listings on the Infogroup Directory

Don't forget to find all of your listings.

Once you have, Express Update offers two ways to claim them.

They don't hide the "Claim Now" buttons.  You'll see them clearly once you find you listings.
Go to your Express Update listing:

1. Click "Yes, Claim This Business."  You'll be brought to a verification prompt.
2. Click "Yes, Call Me Now."  The screen will refresh to display a 4-digit code.
3. You will immediately receive an automated phone call.  Enter the code when asked.
4. The page will refresh again.  You'll be prompted to make an account.  Do so.
5. Edit your business details by clickings its name in the upper left of your account.

You can also contact Express Update directly.  If you need to claim a listing without a phone number, you'll be required to.

In that case, expect this message:

"Contact us to claim this business.
Please call (800) 794-1404 between 8:30 am and 5:30 pm EST or Email Us."

Their email address is contentfeedback@infogroup.com.

Once more:

They are most responsive to business owners.

How to Handle Duplicates

Express Update is one of the most important directories to keep duplicate-free.

Many other sites use them to update their own databases.  If you have duplicates on Express Update, you're almost guaranteed to have the same duplicates across 30 or more other platforms.

To make matters worse:

One or two Express Update duplicates can result in several incorrect profiles on platforms like Merchant Circle (that especially struggle with duplicate business info).

If you find Express Update duplicates, remove them as soon as possible.  Do not go through the claims process with them.  Instead, send an email to contentfeedback@infogroup.com from the same email on your account.  They usually respond within a couple business days.

Once they confirm removal of duplicate profiles, it may take up to 90 days for them to be removed.  Add another 90 days to that for their directory partners to update based on your changes.  With timelines like that, hopefully you can see how important it is to correct your Infogroup listings as soon as possible.

If you allow duplicates to persist on Express Update, you're likely to see those inaccuracies reflected across hundreds of places on the web.

Do that and you may never make the first page of local results.