Columnist urges Davao businesses to fix outdated online listings to avoid lost sales

Small businesses that are difficult to find online may be losing customers without ever realising it, according to a column in Edge Davao's "My Scene" series.

The columnist argues that many shoppers now search Google, check Facebook, look at maps and read reviews before deciding where to spend their money. Businesses with outdated Facebook pages, incomplete addresses, wrong operating hours, obsolete phone numbers or few photos risk being skipped, the writer says. The column calls this "invisible lost revenue," which includes not only people searching for a business by name but also those searching for general terms such as catering, aircon repair or cakes in Davao.

The piece opens with an anecdote about the writer's friend Andrea, who was frustrated by businesses with defunct contact details online. According to the columnist, a competitor does not need to be better to win the sale; it may simply be easier to find. The writer also notes that many small businesses lack a Google Business Profile, a free listing that helps people find a business on Google and Maps.

The columnist acknowledges that referrals and word of mouth remain valuable, but argues that an online presence adds another layer, allowing a home-based baker, a Davao restaurant or a local supplier to be discovered by people outside their usual circles. Small losses may go unnoticed week to week, the writer says, but can add up over months.

For owners who feel overwhelmed by digital marketing, the column recommends starting with basics: keeping the address, phone number and hours current, posting clear photos of products, answering inquiries, asking satisfied customers for honest reviews, and sharing useful information from time to time. Paid advertising, the writer adds, should only be done with a clear reason, and owners can later hire a digital marketing professional.

The columnist suggests a simple test: search for your own product or service on your phone and check whether your business appears, whether the information is current, and which competitors show up first.