The Answer Is: YES

But only online yellow pages and directories.

You want to make sure that your exact location data (name/address/phone/website URL/etc) is exactly the same across all major national directory sites as well as any local ones.

This includes industry trade sites, local city directories, social media sites, business profile sites, and national directory sites.

You can hire a consultant to execute and manage all of this for you or you can use DIY services like Moz Local that charge a small fee.

It alot of work and these sites are not typically very easy to navigate and deal with. So often times its worth it to hire a professional to handle it for you. Just make sure that they give you all the logins to the sites that you get accepted to.

And also remember that this is just one step, one piece of the puzzle in executing a successful search marketing effort.