Justdial’s Google Monopoly: How SMEs Lose Visibility

Picture this: you’re craving biryani at midnight in Chennai. You type “best biryani near me” into Google, expecting to see restaurant websites or maybe a Google Maps pack. Instead, the top results are Justdial ads, followed by Justdial’s directory pages. You click, only to find yourself scrolling through a cluttered list of restaurants—some outdated, some irrelevant, and many paid placements.

This isn’t an isolated annoyance. Across India, Justdial has turned Google’s local search into its playground, leveraging aggressive ad buys and SEO dominance to intercept traffic. For small and medium enterprises (SMEs)—restaurants, salons, electricians, tuition centers—this creates a chokehold. Customers searching for them directly often land on Justdial first, where leads are monetized, reviews manipulated, and visibility sold back to the very businesses that were searched for.

This article dives deep into how Justdial enforces this dominance, why it hurts SMEs and users, and what can be done to restore fairness in local search.

The Rise of Justdial’s Search Dominance

Justdial’s story is often told as a startup fairy tale: founded in 1996, it grew from a telephone directory service into India’s largest local search engine. But behind the success lies a strategy that has reshaped how Indians discover local businesses online.

1. Paid Ads Flood the SERP: Justdial spends heavily on Google Ads, ensuring its listings appear above organic results. For example, a search for “AC repair in Bangalore” often shows 3–4 Justdial ads before any actual service provider website. This creates a pay-to-play funnel where SMEs must either pay Justdial for leads or risk invisibility.

2. SEO-Optimized Directory Pages: With over 36.5 million listings (Smart Investor Digest, 2024), Justdial’s directory pages are keyword-rich and structured to rank. A restaurant’s own website may have 10–15 pages, but Justdial creates hundreds of city-specific, service-specific pages that dominate long-tail queries like “best veg restaurant in Andheri.”

3. Scale as a Weapon: Justdial’s 100M+ unique visitors per quarter (Business Rule, 2024) give it unmatched domain authority. Even if one listing doesn’t rank, another will. SMEs, with limited budgets, simply can’t match this scale.

4. Brand Hijacking Through Listings: Search for “Annapurna Sweets Kolkata official website,” and chances are Justdial’s page for Annapurna appears before the actual site. This hijacks branded intent—traffic meant for the business is rerouted through Justdial’s monetized funnel.

How Justdial Hurts Businesses and Users

While Justdial’s dominance looks like clever marketing, the real-world consequences are damaging.

1. SMEs Lose Direct Visibility

Take the case of Ramesh, who runs a small AC repair service in Hyderabad. Despite building a website and optimizing it, he found that most of his leads came through Justdial. But here’s the catch: Justdial charged him ₹500 per lead, even when customers had searched for his business name directly. Essentially, he was paying to access his own customers.

• SMEs invest in websites but remain invisible.
• Leads are intercepted and resold.
• Acquisition costs rise, squeezing margins.
• Dependency on Justdial grows, reducing autonomy.

2. Users Get Misleading Information

A Delhi-based restaurant owner shared that Justdial continued showing an outdated phone number even after multiple correction requests. Customers called, got no response, and assumed the restaurant was closed. Meanwhile, competitors who paid for premium listings appeared higher.

• Paid listings override accuracy.
• Outdated info frustrates users.
• Customers may choose irrelevant businesses.
• Trust in Google’s SERP erodes.

3. Fake Reviews and Manipulated Leads

Multiple SMEs allege that Justdial adds fake reviews or sells leads to competitors. For instance, a salon in Pune reported receiving calls from “leads” that turned out to be fake numbers—yet they were billed for them.

• Fake reviews distort reputation.
• Leads may be recycled or fake.
• SMEs pay for low-quality traffic.
• Trust deficit grows among users.

4. Google’s Search Experience Gets Diluted

Google’s mission is to provide the most relevant information. But when SERPs are dominated by one aggregator, the experience feels spammy. Instead of empowering users, it funnels them into a middleman ecosystem.

Case Studies: Real-World SME Impact

Case Study 1: Restaurant in Bangalore

A mid-sized restaurant in Indiranagar invested in a sleek website and Instagram marketing. Yet, when customers searched “Indiranagar North Indian restaurant,” Justdial’s page ranked first. The restaurant’s own site was buried on page 2. Result? 70% of online reservations came via Justdial, which charged per lead.

Case Study 2: Electrician in Chennai

An independent electrician reported that 90% of his calls came through Justdial, but half were irrelevant (wrong location, fake numbers). He still had to pay per lead. His own Google Business Profile, though optimized, was overshadowed by Justdial’s ads.

Case Study 3: Tuition Center in Delhi

A coaching center owner noticed that when parents searched for his institute by name, Justdial’s listing appeared first. Parents often called through Justdial, and the institute was billed for each inquiry—even though the parents had intended to contact them directly.

Solutions to Break the Monopoly

The good news? SMEs aren’t powerless. With the right strategies, they can reclaim visibility.

1. Google Must Enforce Fair Play

• Crack down on ad spamming by directories.
• Ensure branded searches prioritize official sites.
• Improve transparency in ad labeling.
• Penalize platforms with fake reviews.

2. SMEs Should Optimize Google Business Profiles

• Add accurate details, photos, and services.
• Collect genuine reviews from customers.
• Post weekly updates to stay active.
• Use UTM links to track GBP traffic.

3. Invest in Local SEO Strategies

• Create city-specific landing pages.
• Use schema markup for services and reviews.
• Publish experience-driven content (case studies, FAQs).
• Target long-tail local keywords.

4. Educating Users to Go Direct

• Promote official websites on receipts, menus, and WhatsApp.
• Offer discounts for direct bookings.
• Run campaigns: “Book direct, save more.”
• Build loyalty programs outside aggregators.

Table: Justdial vs Direct Business Listings

Factor	Justdial Listing	Direct Business Website
Control	Limited, dictated by Justdial	Full control over content & branding
Cost	Paid leads, premium listings	One-time website + SEO investment
Accuracy	Often outdated or manipulated	Always updated by the business
Trust	Mixed (fake reviews, ads)	Higher trust with verified info

My final thoughts

Justdial’s dominance in Google search isn’t just a quirk—it’s a systemic issue. By flooding SERPs with ads and hijacking brand searches, Justdial has turned discovery into dependency. SMEs lose visibility, users lose trust, and Google’s promise of relevance is compromised.

But the tide can turn. With Google enforcing fairer ad practices, SMEs doubling down on local SEO and Google Business Profiles, and users learning to go direct, the monopoly can be broken.

The internet was built to connect people with information—not gatekeep it behind paid walls. The question isn’t whether Justdial will keep dominating—it’s whether Google and SMEs will step up to reclaim the search experience.