December 21st, 2010 → 10:29 pm @ James McLaughlin // No Comments
I recently heard Shalini Agarwal, a Product Manager for Google Maps state that, “over 80% of customers search for local information online”.
So at one point or another 80% of people who use Google will be conducting a search for a service or product they want to purchase in their local area. If you’re a local business you need to make sure that you capitalize on these opportunities when the search is conducted. Even if you’re not a local business this shows massive opportunities most small businesses are missing out on to gain position for local searches.
Here is the biggest secret your business is missing for local search.
You need to take control over your Google Places Page (http://places.google.com/business) to the fullest extent. Anyone who has done a Google search for their business followed by the town they are in knows what the results look like. It is the name of your business followed by a summary of reviews, website link, Address and Phone Number, a link to the places page, and sometimes a map itself.
Local Results For Landscapers in Englewood, NJ
Many small businesses I have consulted with have in fact taken control over their Google Places Page. This involves either receiving a phone call at the number listed on the places page or waiting for snail mail to arrive so you can confirm the listing online with a code they send you. This is the easy part, if you haven’t done it yet, do it now.
But where you are missing opportunities is making sure you fill out absolutely EVERY field that Google offers you. Google is in the business of displaying the most relevant information for what their searchers are looking for. The more information you give them about your business the better of a job they can do linking you up with potential customers and giving their searchers exactly what they want. Give them as much information as possible (and then give them more) on your places page.
This goes well beyond your address, phone number, email address, and website. You need to include your category of store, description of services or store, whether or not you service customers at their location, your service area radius, hours of operation, payment options, photos, and videos. There is also an “additional details” field where you can add anything else that is relevant. The examples Google gives are Parking: Yes and Brands Carried: Sony, Panasonic. But get creative and use this as a chance to give your unique value proposition (UVP) over the competition.
As I already stated Google loves websites that follow the rules and give them the most information possible. In addition to all the fields of information listed above, you also need to provide an offer or discount. Make it 10% off a customer’s first service or a special price on your most popular product or service.
Notice the listing with all of the fields filled out displays first? They also has reviews which is important.
Another critical component of your local listing is getting customer reviews. Obviously you can’t force people to give you reviews, but you can certainly ask nicely. You’ll be surprised how willing your happy customers are to share their experience. Simply include this in a follow up email or just explain customers how to leave a review with Yelp or other services where Google pulls the reviews form. Google is even starting their own review system called HotPot so try this out as well as it is likely they will weight these reviews as important.There is also a new feature in Google Places called Google Tags. For a limited time there is an offer to get this tag for free for the first 30 days. After that there will be a $25 flat monthly fee. The point being is that this tag will make your listing stand out even more. Before you decide to test the tag, first enter in all the details we discussed here. Then you can decide to test the tag and see if it improves the performance of your Google Places Page.
You’ll receive an email each month with your performance of your Google Places page. Google will show you the number of impression or the number of times your business appeared in Search Results. They will also show you the number of “actions” that were taken on your listing, either driving directions, website link, etc. Compare your data before you entered in all of your details and after and I am sure your impressions’ and actions will increase!
Once you have Google Places setup completely do the same for Yahoo and Bing. To put it in perspective 62% of searches take place on Google, 18% on Yahoo, and 12% from Bing (Comscore June 2010 U.S. Search Engine Rankings). This is why you often will see the focus on online marketing on Google, but do not forget the other search engines’ as they are also important.
Don’t forget to make sure that you are using all of your targeted keywords in the information fields like your description, image file names, video file names, and additional details. Having the keywords your customers are looking for within your listing will make you more relevant and get you more potential customers.
If you’re not sure what keywords are the most relevant to your potential customers, then you need to do your keyword research. This is a process that is used by top advertising and search engine optimization agencies. Check out my system called, Website Success Factors that walks you through the entire process of planning a successful website from keyword research to tailoring content to match.
