Short answer
AI apps often cite directories and review sites for local and "best X" questions. For Indian businesses the usual set is Google Business Profile, JustDial and Sulekha for local services, G2 and Capterra for software, AmbitionBox for employer reputation, and MouthShut for consumer products. Claim and complete each relevant profile with the same name, address, phone and description. Ask real customers for honest reviews. Never buy or incentivise reviews: Google's policies ban it, and India's IS 19000:2022 sets principles for genuine reviews.
On this page
Why directories and reviews matter for GEO
Directories give AI apps structured facts: what you do, where you are, how to contact you. Review sites give them a sense of what real customers think. For a question like "good CA firm in Andheri" or "best HR software for startups", these pages are natural sources.
They also help consistency. If your name, category and city match across several trusted sites, an AI app has a clearer picture of who you are.
Which platforms fit which business
| Platform | Best for | What to focus on |
|---|---|---|
| Google Business Profile | Any business with a location or service area | Accurate category, hours, photos, replies to reviews |
| JustDial | Local services and shops | Complete listing, correct phone and address |
| Sulekha | Local services such as home services, tutors, events | Service areas and clear descriptions |
| G2 | B2B software | Complete product profile, reviews from real users |
| Capterra | B2B software | Accurate category, pricing info, real user reviews |
| AmbitionBox | Employer reputation | Company profile; relevant when buyers or partners check who you are |
| MouthShut | Consumer products and services | Respond to reviews politely and factually |
Setting up Google Business Profile well
Google's own help pages say local results depend mainly on relevance, distance and prominence, and suggest verifying your business, keeping information complete and current, responding to reviews, and adding photos.
- Claim and verify the profile.
- Use your real business name, as used on your signage and documents. Google's guidelines do not allow stuffing extra keywords into the name.
- Pick the most specific primary category.
- Add hours, service areas, phone and website. Keep them current.
- Write a plain description using your entity sentence.
- Add real photos.
- Reply to reviews, both good and bad.
Keep your core facts identical everywhere
Write down one master record and copy it exactly to every profile:
IS 19000:2022 in plain words
The Bureau of Indian Standards published IS 19000:2022, "Online Consumer Reviews: Principles and Requirements for their Collection, Moderation and Publication". According to the government's press releases:
- It was notified on 23 November 2022.
- It is voluntary, and applies to every online platform that publishes consumer reviews.
- It covers suppliers who collect reviews from their own customers, third parties hired by them, and independent platforms.
- Its guiding principles are integrity, accuracy, privacy, security, transparency, accessibility and responsiveness.
- It describes ways to verify that a review author is a real person, such as email confirmation.
Even though it is voluntary, it is a clear signal of what Indian authorities consider fair. If you publish reviews on your own site, it is a useful guide.
Never buy reviews
Google Maps' content policy says fake engagement is not allowed and will be removed. It names reviews that have been paid for, directly or in kind, and offering incentives such as payment, discounts or free goods in exchange for a review. In the United States, the FTC's 2024 rule bans fake reviews and testimonials.
How to ask for reviews the right way
- Ask every customer, not only the happy ones. Do not filter who gets the request.
- Ask at a natural moment, such as after a project is delivered or a support issue is solved.
- Send a direct link to the review page.
- Offer nothing in return.
- Do not write the review for them or suggest a rating.
- Reply to every review politely, including critical ones. Fix the problem if you can.
How we help
We show which directories and review sites AI apps cite for your questions, and check your fact sheet against what those pages say so you can fix mismatches.
Frequently asked questions
Is IS 19000:2022 mandatory?
The government's press release describes it as voluntary. It sets principles and requirements for platforms and businesses that publish consumer reviews.
Can I offer a discount for a review?
Google Maps policy does not allow incentives such as payment, discounts or free goods in exchange for a review. Check each platform's rules before asking.
Should I delete bad reviews?
You usually cannot, and should not try unless a review breaks the platform's rules. Reply calmly, fix the issue and show you care.
Which directory matters most?
It depends on your business and your buyer questions. Check which ones AI apps cite. For most local businesses, Google Business Profile is the base.
Do reviews on my own website count?
They can help readers, but AI apps tend to trust independent platforms more. If you publish reviews, follow IS 19000 principles and show them honestly.
Is AmbitionBox relevant for sales?
It is mainly an employer review site. It matters when buyers, partners or AI apps look into who you are as a company.
Sources
Last verified: 17 September 2026. Facts on this page come from the public documents below. Brands such as Tallybook are fictional and used only as examples.
- PIB: BIS issues standards for organizations publishing consumer reviews (IS 19000:2022)
- PIB: BIS notifies framework to protect consumers from fake and deceptive reviews
- Google Business Profile: Guidelines for representing your business
- Google Business Profile: Tips to improve your local ranking
- Google Maps: Prohibited and restricted content (fake engagement)
- US FTC: Final rule banning fake reviews and testimonials (August 2024)