If you think a listing is fake then you can report it to google by pushing the report button. Be careful not to report real listings as you might find your own getting banned.
Search engines will always need a basis for ranking websites so know what that is will help you in getting your site higher in serps. So SEO will always be important!
I use the google adwords keyword planner tool as it helps me evaluate competitors websites and then narrow the keywords to the ones with the most searches.