Google Local

by Paul Jahn - Localmn

In early 2005, Google Local became publicly available by placing the local tab on their home page. For many search engine queries, up to three local listings appear above the #1 natural search result. The concept of this is to show relevant local businesses (with or without websites) to people who look online for them. One of many examples of this is a search for Minneapolis accountant.

These listings appear either by entering business information to the Google Local Business Center, advertising with companies like CitySearch, SuperPages, DigitalCity, other local portals, or to simply have a Yellow Pages listing (more on this below).

Google Local started to make news in March 2004 when they took the program into beta testing. At the time, their results were average at best. They had minimal information other than where these businsses were actually located. It was common for listings to display incorrect titles, addresses and zip codes.

Their results and information have greatly improved since then. Google really dug deep to think about the user and how they use the Internet to find local businesses. Business listings can now include contact information, hours of operations, payments accepted, specific business categories, a link to their website and even user reviews.

Businesses who have a local Yellow Pages listing might already be in Google's index whether they have a website or not. In May 2005, Google reached a deal with InfoUSA to use their data for local searches. If they're in the Yellow Pages, InfoUSA probably already has the business data and Google most likely uses it in their local listings. The question is where. Are they prominently displayed or back where users won't find them?

Google doesn't say (nor should they) how a business can be listed toward the top of these results. Just like their standard search engine, there are many contributing factors. Currently, location, Yellow Page listings and local Internet advertising do seem to help. Although you don't need a website to be listed in Google Local, a properly optimized site can be a big plus.

Location
The closer businesses are to what Yellow Pages consider the center of "your city" can play a big part. How about a search for Minneapolis pizza? The majority of local results are located in the Minneapolis city limits. Location plays a big part in many different Google Local searches and it makes sense that they will continue to consider this valuable.

Local online advertising
Advertising with companies such as SuperPages, CitySearch and other local online portals that provide information to Google Local can also help. Many of the Minneapolis accountant examples (currently) show SuperPages product and service information along with an interactive map, contact information and web references.

The Minneapolis pizza example mentioned above shows more enhanced and detailed information. The first result (currently) is a listing from Pizza Luce (my personal favorite). In addition to the short SuperPages information, they provide enhanced information from CitySearch, DigitalCity and different restaurant portals. This includes payments accepted, public transit and parking options, hours of operation, specialties, price information and reservation requirements. CitySearch even lets you get interactive by showing user reviews. This is common with them.

Optimizing your website
Although businesses don't need a website to be listed in Google Local, it's a good idea to have a properly optimized website. Clearly showing a physical address and placing city/state names in the content and tags certainly cannot hurt.

Entering your own business information
None of these listings include information supplied directly from the business itself. This can be done for free by signing up at the Google Local Business Center. This is a way to get listed both prominently and properly, even for those who already advertise with the companies mentioned above. They can custom write their own descriptions, list their business hours, payments accepted, and show contact information including an email and link to their website.

National companies with many locations
For companies with multiple locations, it can certainly take a lot of time to manually enter information for each locality. Companies with ten or more locations can now send Google a Froogle business listing feed. This can really be helpful for national chains such as restaurants, sporting and clothing stores, hotels, and others.

Part of this concept can be accomplished by advertising with companies listed above. However, chains of local restaurants, hotels and specialty stores can have different hours, specials and pricing for each locality. This is something that can be remedied by submitting a business feed.

Does Google Local work?
In a real world example, about a month ago I purchased some new furniture and fixtures. Since other things were going to be moved around, it was a good idea to go rent a Rug Doctor carpet cleaner. I did a quick Google search for Minneapolis rug doctor. One of the local results was just a couple miles straight north of me. I called them up, they had a few Rug Doctors available, they were open until 4:00pm, I went up and rented it, bought some shampoo and accessories, and they just made 70 dollars.

This is only one example. I was going to rent a Rug Doctor that day regardless. Potential customers searching for professionals in fields such as orthodontics, accounting and real estate aren't normally as far along in the buying cycle as people searching for a Rug Doctor. However, the fact that there is enough information listed for a potential customer to call them is a big asset for local business owners.

In standard search engine marketing, the efforts normally work if potential customers think sites or businesses they find are worthy enough to buy from them. The same concept applies here as a local Internet marketing plan is just one part of having a successful local business.

Localmn customizes your local Internet marketing strategies depending on your needs and budget. To find out more on your small business web possibilities, send us an email.