I was searching for a sporting goods store in the area one day when it occurred to me that I should use the same directory listings to find my own business. I searched and searched, but no matter what search terms I used, I couldn’t locate my business. This was shocking to me because I assumed I would automatically included, and it was disturbing because I suddenly got a sense of how much business I might have been losing to my competitors who easily showed up on these lists. I tried several different directory listings, and I found the same thing each time: I was nowhere to be found. When a friend tried searching for me, he did find me on one, but I was on the 20th page; who in the world looks on the 20th page? I knew I had to do something because I was literally letting customers slip through my fingers.