A must for regional businesses is to have Google Local built into the strategy of your website design project. It’s free, it’s at the top of the search results page and it’s easy to use!
As part of the small business marketing services package we provide, this would be included in the optimisation of your site. Even if you’re not a regional business, we would still advise you to use the service. Customers like to use local resources because they’re easier to communicate with, visit and get support from.
If you are lucky enough to be in an industry where local search matters, then you need to get on board with this.
Google is reporting that in the US, one in every 13 searches now shows a map, so this means maps received 868 million impressions in December alone in the US. That’s a huge figure when you consider the proportion of searches that are done for terms such as “facebook” where a map would never show.
Google decided to make some local algorithmic tweaks with an aim to fight map spam and create a stronger online presence. These are some of the techniques that you need to implement to dominate the pages when people search locally for a business.
Make sure you optimise your website by adding your city, county and industry specific keywords, as this can make a big difference.
Create location pages with a call to action and optimise them in the following areas.
* Title Tags. Add your business name, your location and county in 70 characters or less.
* Meta Description Type. Along the lines of, “Visit <name of your business> for the best <type of services you offer> and explore the sights of <your city>”, then add your full address. No more than 170 characters.
* Header Tags in the description. Add something like “Welcome to your business name at your location”. Tag it with H1.
* Content. 200-250 words that includes your city, county and industry keywords (categories).
* Contact Information. Make sure you add your name, phone number & address and be consistent with the details throughout the site.
* Add a Facebook fan page and/or a Follow us on Twitter link, then add a Google Place Page.
* Build location based authoritative back-links. For example, authoritative business directories that might be connected to your area.
Optimise Your Google Places Page
Create Google Place Pages for Every Location.
* Verification. Make sure you claim your Google Place pages by clicking on “Edit this place”, then you’ll be verified via phone or post card.
* Title. Include your business name, location and industry keywords (categories).
* Contact Information. Make sure you add a name, phone number & address that will match your website.
* Link to relevant landing pages and not your primary website.
* Categories are very important so create at least five. NOTE: A drop down menu will appear, so select as many categories from there before creating your own categories.
* Add Photos and Videos. Take some pictures of your business location, your office, maybe your employees. Try to make it interesting.
* Reviews. Encourage your customers to review your business and be honest by including the odd bad one as well, nobody’s perfect and your customers won’t be put off if the overall picture is favourable.
* Build citations: They appear at the bottom of your Google Place page and mention your business name, address and phone number. You can add to your citations by optimising your business in Yahoo, Bing, Map Listing and other places.
By employing all the above white hat techniques, your business website will definitely find its place among local online users.
Search local, shop local, buy local…Make sure yours is the business that’s found.
