If you have a storefront business and haven’t taken advantage of Google Places profiles yet, you could be missing out on a big portion of local customers. Even if you are doing SEO for your site, that doesn’t always mean that your efforts are contributing to your Google Places listing position. So if you’re ready to boost your local online visibility, as part of your overall marketing strategy, here are some basics to get you started.
What is Google Places?
In your previous Google searches, you’ve probably noticed that some search results produce a map to the right hand side with little lettered pins. These pins also correspond to listings in the search results that provide you with a URL along with an address and phone number. For example, if I was searching for a Bellevue Doctor, my results page would look sometime like this:
If you click on the “Place Page” or “Google Reviews” hypertext, it will take you to that particular Places page that provides you with more information like ratings, driving directions, photos, videos, business hours, etc. Every business can create their own free Google Places page – all they have to do is claim it and optimize it.
Why Does Google Places Matter?
It really comes down to two things: visibility and accessibility. Search Marketing is all about visibility, and Google Places provides an easy and free way for you to get exactly that. Most places listing show up at the top, or at least near the top of search results pages. Consequently, they are usually the first thing people see when searching for products or services in their local area. This SEOmoz blog post has some great visuals about this. The accessibility benefit stems from the fact that in one glance, any searcher can see your business phone number and address. And with one click, searchers can see a myriad of information about your business on your Places page, even third party reviews.
How do I Claim or Create my Listing?
First, you should find out if a Places listing already exists for your business. Anyone can create a listing for any business, but claiming, or verifying, that listing ensures that you are the only one who can edit and optimize that listing from then on. If you have found that a Places listing has already been created for your business, all you will have to do is claim it and you can be on your way to optimizing it. If no listing exists for your business, you can create one easily if you already have a Google account. There are a few different ways Google has set to verify listings, but the most common are by automated phone call or by sending a post card through tradition mail. Verification methods can vary by country, so be sure to check with methods are offered in your country. With whatever method you choose, Google will provide you with a PIN that will be used to claim your listing online.
What Information Should I Put on My Listing?
As much as possible! Part of Google’s ranking factors for local listing takes into account how complete your listing is. Obviously you want to make sure your Places page has the basics like your address, phone number, photos, and videos if possible. But you’ll also want to include, driving directions, business hours, public transit options, etc. You’ll also want to be sure to list for business for all relevant categories, and particularly those that are similar to your targeted SEO keywords.
What if I Have Bad Reviews?
If you are claiming your business listing that was already created, you might find that people have already left some less-than-ideal comments and reviews. While bad reviews certainly aren’t optimal, they’re not the worst thing that can happen. In fact, experiments by industry gurus and shown that the positivity or negativity of your reviews don’t affect how high your Places page shows in the local listings. The best thing you can do to recover from bad reviews is to A) respond to the review publicly as the owner and/or B) Ask your happy customers to help. You might be surprised at how many of your happy customers would be willing to write about their experience with your business if you just ask!
How Can My Listing Get to the Top?
In addition to the number of reviews your Places page has, citations are also an important local ranking factor. A citation is basically anywhere where your business name, address and phone number are found together throughout the internet. Google correlates the number of citations that can be found throughout the web with how high your Places page ranks in the local listings. You can create citations for your business on lots of other local listing sites. Most are free, though you may have to go through a verification process as well.
Conclusion
With a little time and effort, your new Google Places page can produce big results for your storefront business. Not only does it provide a great opportunity for visibility and accessibility, but it gives you another platform where you can interact with your current and potential customers. You can always find more information about Google Places straight from the source at the Google Places Home Page.
Author Bio
Erika Potter is the online marketing specialist for a Salt Lake City Ad Agency. In her free time, she enjoyes freelance writing, traveling, and enjoying the beautiful Rocky Mountains.
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