local.ch, search.ch and directories: managing your presence in Switzerland

Your business is probably already listed in several online directories, sometimes without you knowing. local.ch, search.ch, trade directories, industry platforms and online maps all reuse your information. If it is out of date or contradictory, it can cost you customers and muddle your SEO.

Here’s why these directories still matter in French-speaking Switzerland, and how to manage them simply.

Why directories matter

• For customers : many people in Switzerland still use local.ch or search.ch to find a phone number or opening hours, especially for tradespeople and local services.
• For Google : mentions of your business on reliable websites (‘citations’) confirm that you exist, your address and your activity. They are trust signals for local SEO.
• For AI tools : ChatGPT, Gemini or Perplexity cross-check sources. If your business is described the same way everywhere, it is easier to recommend. If sources contradict each other, the AI becomes cautious.

The key principle: NAP consistency

NAP stands forName, Address, Phone. These three pieces of information must be strictly identical everywhere: same company name, same address format, same number. Add your website, opening hours and business category.

An old number in a directory, an address from before you moved or a slightly different name is enough to create doubt.

1. Take stock

Search for your business name on Google, local.ch and search.ch, as well as in your industry’s and your town’s directories. Note every listing you find and the information it shows.

2. Claim and correct

Most directories let you claim a listing for free and correct the basic information. Start with the most visible: your Google Business Profile, local.ch and search.ch, then the platforms specific to your industry.

3. Complete the important listings

On the main directories, add a description of your business, categories, opening hours, a link to your website, your logo and photos. A complete listing is more useful to customers and more credible.

4. Choose the relevant industry directories

Depending on your trade:

• hotels and restaurants : Tripadvisor, restaurant guides, booking platforms, regional tourist offices;
• real estate : property portals, professional associations;
• tradespeople : professional association directories, lead-generation platforms, certification registers.

A few well-maintained, relevant listings are better than dozens of entries on low-quality directories.

5. Beware of paid offers

Some directories offer paid options (better position, advertising). They can be worthwhile, but the basic listing is usually enough for NAP consistency. And be wary of letters or calls that look like official invoices for entries in unknown registers: always check before signing.

6. Update at every change

Moving, a new number, new opening hours, a name change: keep a list of your listings and update them all on the same day. It’s also an essential step during a website redesign.

Frequently asked questions

Are directories still useful for SEO?

Yes, especially for local SEO: they confirm your information and strengthen Google’s trust. They don’t replace a good website and a well-maintained Google profile, but they complement them.

Should I register on as many directories as possible?

No. Quality and consistency matter more than quantity. Focus on recognised directories and those in your industry.

What should I do if I find a duplicate listing?

Report the duplicate to the directory concerned and ask for it to be merged or deleted. On Google, a duplicate business profile can harm your visibility.

A consistent presence everywhere

360 Web Agency audits and corrects your business’s presence in directories, alongside your Google Business Profile and your visibility in AI search. Request an audit.