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Mastering Local Google+
You see, Google has not only staked its claim on social media. But it has also reestablished its very strong foothold in local search. And local search marketing.
In one fell swoop, Google made a very strong move. They have also made some big moves in mobile.
Each will be affected in at least one way or another.
Before we get into Local Google+. However, it is important to discuss very briefly Google+ (the social network that is much more than its name implies) and Google Places.
What Is Google+?
As alluded to before, many in the technology arena simply thought of Google+ as a competitor to Facebook. As Google reached 10 million users in mere days. The perception that Google was making a Facebook clone changed. Now that Google has surpassed 150 million users. It is clear that they will catch Facebook fairly soon.
How has Google done this? There is a HUGE base of Gmail users. Every day, Google has the opportunity to present to its Gmail users all of its other offerings. In fact, when you sign into your Gmail account. You are presented right away with a black stripe along the top of your Gmail page that has distinctive links to Google+, YouTube, and Google Drive, among others:
Google has even added the black stripe at the top of most of its properties. Interestingly, this little stripe is reminiscent of a well-known internet marketing tactic. Where a thin-strip advertisement is loaded at the top of the web page. Needless to say, Google gets a LOT of free advertising for its new products, right there on the screens of its users.
Secondly, as Google introduces more service offerings. They are compelling people who want to sign up to get Gmail accounts. If they do not already have them. Once users begin using Gmail. They are fairly well-tied to Google and it is just a matter of time before they begin using other Google service offerings.
In fact, Google is aiming straight at the lucrative business and mobile segments by intertwining a whole plethora of their service offerings. Things like instant messaging, video chats, VOIP phone calls, image uploading and editing, video, document storage. As well as business listings (the focus of this report). All wrapped in a social media fabric that keeps everything and everybody all nice and tidy.
What at first appeared to be just another add-on service from Google (like Documents, for example) is now shaping up to be the center of the Google universe.
Eventually, we expect that all of Google’s service offerings will be available within Google+.
Up through May 2012, Google Places was what Google had been calling their local business listings. Introduced in 2004 as Google Local, Google Places got a name change in 2012. You will see it referred to by its new name, Google+ Local or Local Google+; we think the name that sticks will be the latter — -Local Google+, since the listing will eventually fully reside inside Google+ and it is local-based. It only makes sense.
Google has often surprised the world with its product names. However on May 30, 2012, Google migrated all 80 million of its Google Places listings to Google+ and began calling them Google+ Local.
Of course, this caused quite a stir. For many local business consultants. The move was quite a surprise. Everybody knew that Google+ was a social network. Why in the world would Google mix local listings in with social?
Facebook has nearly a billion users. And they are very engaged with Facebook.com. Because Bing is the search engine behind Facebook. Google was missing out on a lot of the “social signalling” that Facebook and Bing were getting. What has been becoming more and more apparent over the past few years is the fact. That when you are searching for something that is personal. And/or very important to you. You look to your family, friends, and associates to help you discern among the many choices available to you in the marketplace.
Google saw the writing on the wall (pun intended). And began a race with Bing/Facebook toward incorporating “social signals” in its algorithm. Bottom line: Social media is playing an enormous role in search and this role will grow over time. No longer will getting ranked on the first page of Google be a matter of driving as many backlinks as possible to a web site; those days are gone forever.
Part of this “socialization of search” is local. When you shop for a service, like a house painter. You look for somebody local and
you look to your social network (i.e., friends) for recommendations
Those recommendations come in the form of status updates and posts on social networks about businesses. As well as business reviews and mentions on other web sites about the businesses. You may be researching. These mentions are known as “citations” in the local marketing industry and — -generally speaking — -the more the better (all other things equal).
Citations are to local search as backlinks used to be to global search.
Google determined that they could leverage their existing search engine prowess. And enormous Gmail user base cooperatively such that. They could stake a really big claim in both the search engine and social networking arenas.
Thus far, it looks like they were onto something.
Getting back to Google Places for a moment…Local businesses, chief among them small- to medium-sized businesses. As well as consumers looking for local goods and services LOVED Google Places. Places was an easy way for a local-based business to “get on the map.” Quite literally, when a savvy business owner filled in his business’ Places listing with useful information (things like images and video, services offered, hours of operation. As well as payment options and other important factors like business telephone number and address). He could virtually guarantee that his business would get more phone calls and drop-ins.
Consumers benefitted greatly for two primary reasons. First of all, most consumers want to buy from local businesses. It’s more convenient. Often less expensive overall (with gas near record- highs). And is better for the community (keeps money in the economy and causes less pollution). Secondly, with the virtual explosion of smartphones (which are expected to surpass personal computers in numbers by 2015). It became extremely easy and convenient to type (or speak) into your phone the thing you were shopping for. And Google Places would offer up the best. Most relevant results right there in your Google Places app on your cell phone or tablet!
In many cases, one could simply touch the Google Places phone number to place a call directly to the business!
This coupling of local search and mobile technological advances drove a lot of search traffic Google’s way. In fact, while Google’s search engine (on the desktop) commands about two- thirds of the search market. Its mobile search engine commands about 97 percent!
You could say that Google had a “lock” on the mobile search market, principally due to local business searches.
So we have established that Google Places was a good thing. Keyword: “was.”
Why did Google move the Places listings. And was the move simply a “branding opportunity,” or was it more?
The move on May 30, 2012, was mostly a branding play. After all, all of the search rankings that a business enjoyed in Google Places transferred over seamlessly to Local Google+. Customers, however, can now rate, review, and upload photos right from within Local Google+. Other than that, there were no material changes.
That is about to change.
As with nearly everything technological. There is no turning back. Now that Google has moved away from calling their local business listings “Google Places” to “Local Google+”. You can bet that they will keep that name, for at least a couple of years. (Google Places changed names a few times since its inception in 2004.)
Now, however, the local listings are deeply embedded in Google+. Everything is intertwined, too. Your social circles will play a tremendous role in your search results, reviews by your friends will weigh more heavily in how a business ranks in Maps, and mobile device use will allow Google to refine its algorithms (plural — Google doesn’t just have algorithms for organic search — -you can bet that they have algorithms to measure and rank everything they touch).
What we will share with you here is what you need to do right now in terms of the shift from Google Places to Local Google+.
In short, this is a master course on Local Google+. So let’s get started.
There are three parts (at least) to this strategic puzzle we will be putting together:
Google Places for Business dashboard
Google+ (two parts to this — -your personal Google+ and your Google+ Business page)
You need to configure, participate, interact, and engage in all three.
Google Places for Business Dashboard
When Google migrated 80 million Google Places listings to Local Google+, they neglected (whether on accident or purpose does not matter at this juncture) to provide a means for a business owner to manage his business listing in Google+.
We suspect that Google decided they needed to roll out Local Google+ before they had a chance to fully flesh out the details of how it was all going to work in the end.
For now, the only way to manage your Local Google+ listing is through the “old” Google Places Dashboard:
Yes, the same one that looks like this:
If you worked with Google Places before, you will be very familiar with this somewhat clunky interface.
Until Google tells us otherwise, this is where you input the particulars of your Local Google+ listing. Things like your Business Name, Address, and Telephone Number, hours of operation, service area, and payment types accepted, as well as images and videos that you would like to share with potential customers who see your Local Google+ listing.
The interface is unchanged from before the switch. We are sure that — -eventually — -Google will replace this dashboard with something much slicker from right inside Google+.
● Company/Organization — -Be consistent with any other listings you have submitted. Your business name must be consistent on all listings or else Google may have difficulty establishing that ACME Car Insurance is the same company as ACME Auto Insurance.
Street Address — -This is probably the cause of most issues with Google Places. Make sure that your street address is absolutely, positively the correct one. If you officially filed your business as being located at 123 First Street Ste A, then list that exact address here in the Street Address field.
Main Phone # — -A local business telephone number is better than an 800 (toll-free) number, so if you have a local-based business number, use it. You can add a tracking number later (highly recommended).
URL — -List your main web site URL. If you are using multiple web sites to promote your business, then input the one that is most “authoritative.” This means the one with the higher Page Rank (for all intents and purposes). A BIG caveat: If your web site is not ideal, you can create another that more closely matches your local presence and use it to call your “website” for purposes of Google Places / Local Google+.
Description — -This is your chance to describe your business in your words. Think in terms of key words, or more to the point — -How will your customers search for you to find what you have to offer them?
Categories — -You MUST choose one of Google’s pre-configured Categories. However, after you pick one, you can create the other four. Do NOT use your city, service area, or location in the Category (e.g., “Los Angeles personal injury attorney” is bad, but “personal injury attorney” is good). Google is aware that local marketing consultants do “game” their categories system, so you can bet by the time you read this.
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