alt Hacker NewsSmall businesses have complained about being buried in search results for long years. In some industries like restaurants, scammers create a higher-ranking website that looks like the real thing, in order to skim revenue.
Not everyone has SEO-fu, and hiring a contractor is an additional cost for small businesses. At least on Facebook one normally finds what one is looking for.
There is nothing technical that says this is how it has to be. A "business directory" that is vetted and paid for (like the old "Yellow Pages" used to be) could be trustworthy.
Angie's List started out this way but I think it has been corrupted since the merger with HomeAdvisor. I could be wrong about that.
Establishing trust would be the tricky part. People are so used to 80% of the internet being scams and clickbait. But that certainly goes for Facebook pages as well.