3 Misconceptions About Google’s Local Search

Wednesday, December 22nd, 2010

Countless articles have been written about Google’s recent overhaul of how it displays local search results; and I feel like I’ve read most of them. Along the way, I’ve come across a few of what I’d call misconceptions about Google’s changes and how they impact both the search results and how small/local businesses should adjust their approach to the new search results. Here they are:

1. This change diminishes/phases out organic SEO.

I’ve also seen Google’s new local SERPs described as a change that puts more emphasis on your Google Places address. Neither is accurate.

In the old way of local SEO, you essentially had these options:

• Do local SEO on your business web site, optimizing pages for good, local keywords. The hope was to rank in the organic results that might show up below the old 7-pack, 3-pack, etc.
• Claim and optimize your Google Places listing in order to get visibility inside the 7-pack, 3-pack, etc.
• Both of the above.
• Neither of the above.

I’m simplifying things there, but the point is that you could get visibility via local SEO and/or Google Places listings.

Now, your listing is inextricably tied to local SEO. The change doesn’t diminish one or the other; both are now required elements of any local search marketing effort. Without both an optimized web site and a solid business listing, your chances of great visibility in the new Google Places is low.

2. You can’t rank (or it’s harder to rank) for any city name outside the one where you’re located.

Ranking for cities other than where you have a physical location was always a challenge in the old local SERPs, and was essentially impossible in larger cities and/or competitive industries. A real estate agent in Concord, North Carolina, was just not going to get visibility for “charlotte real estate agent” or even “albemarle real estate agent.”

But, in smaller cities and/or less competitive industries, it was always possible to show up in the 7-pack or 3-pack of local results. That has not changed in the new Google Places. If you do enough searches outside the major cities, I’m certain you will see local businesses ranking for cities where they’re not actually located … just as they did before.

3. Local directories are dead.

The prevailing thought was that the new Google Places search results would pretty much kill internet yellow pages sites and other local directories. Not the case. I see Expedia, Yahoo Travel, and others showing up on a search for atlanta ga hotels. I see HealthGrades.com and SuperPages showing up on page one for nashville dermatologist. I see three directories at the top of page one for charlotte italian restaurants. Look at this screen shot for “child care nashville”:

Again, I have no doubt that you’ve also seen local directories doing just fine in the search results even after the big Google Places change. They’re also getting visibility in the links below some of the business listings, too, when there are reviews available.

Conclusion

• Organic SEO on your web site is more important today than ever for local search visibility.
• Getting visibility in cities where you don’t have an address is no more easy or difficult than it was before.
• You’re still competing against local directories.

If you have any questions about this please let me know and I’ll try to help you examine your local search needs.

Tags: google maps, google places, local search, local search engine optimization, local SEO, search engine marketing

Posted in Local SEM | 1 Comment »

Local SEO with Google Maps and Google Places, etc.

Sunday, December 5th, 2010

Every business wants to be on the first page of a search when someone is searching for local businesses. But, how do you maximize your chances of getting on the first page?

There are a few ways to help optimize your local SEO:

First, get listed with the search engines. Getting listed by Google Maps will help tremendously. You have to fill out an application, get verified, and then wait a few weeks before your business will show up. Yahoo Local is another important listing. You can do this without the verification and your business gets listed faster. The more exposure you get on these sites, the more customers you will get.

Another way to optimize your SEO for you local region is to get listed in yellow pages type directories. Yellow Book, Yellow Pages, Yelp, and CitySearch are all examples of these types of directories. People utilize these just like they used the Yellow Pages phone book in the past. They need a service or a product and they look it up. Your business will get much more exposure when listed on these sites.

You should also list your business on free local classifieds such as Craigslist, Backpage or USFree Ads. People look to these sites to find service every day. These are very popular with Internet users and will get maximum exposure for little cost and effort.

Another way to get more exposure is to get reviewed. Ask your customers, or your friends and family to review your business on the various directories and online review sites. You can also attempt to put a link to your business on various local sites such as a Chamber of Commerce site.

One of the most important thing you can do is to manage your business profile. Your profile contains the basics: business name, address, phone number, and business description. This is what information will appear when someone does a search. This information will also appear on sites for national data providers. You certainly want this information to be correct and give a true description of your business.

If you have a web page, you can do a few things to make it more local search friendly. You should have your address on every page of your site. Furthermore, even if you have a toll free phone number, you should put your local phone number of every page of the web site.

Creating a page on your site titles “location/directions” will also help make it friendly to local searches. Have a link to Google Maps and Yahoo Maps on your location/directions page. If your business serves other surrounding towns, list as many of those as you can on your site.

Local SEO has become very important since Google introduced Google Places. Also, the proliferation of netbooks and smartphones have increased the important of getting listed on top locally. If you have a business that is living for local customers, learning how to get the maximum exposure on search engines is vital to the health of your business.

Tags: google maps, google places, local search engine optimization, local SEO

Posted in Google Places, Local SEO | 1 Comment »