Google places optimisation & directory listings

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Advice on how to optimise a Google Places listing and important factors contributing to rankings on Google Places. We also discussed the importance of building citations through local directories, how to find a good directory rather than a link farm, and tips on what how to make your profile stand out with a good listing.

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Google places optimisation & directory listings

  1. 1. GOOGLE PLACES OPTIMISATION1. Getting Started2. Optimising listings - 3 key factors to consider3. Ranking factors4. What not to do DIRECTORY LISTINGS 1. Directories vs Link Farms 2. Good directories to use 3. Listing components 4. Examples
  2. 2. GETTING STARTED WITH GOOGLE PLACES What does Google Places look like?
  3. 3. GETTING STARTED WITH GOOGLE PLACES Visit www.google.com/places Click on Get Started & login Select country & enter phone number to find any other listings associated with that number.  Claim and edit old listing  Add new listing
  4. 4. OPTIMISING GOOGLE PLACES LISTINGS  Make sure your listing is complete and accurate.  Choose the most appropriate, specific categories for your business.  Establish a strong, accurate presence on the web.
  5. 5. COMPLETE & ACCURATE Business name, physical address and phone number must be accurate Opening hours, payment type, images, video and additional details help to give Google more information about your business and hence help their search results. The more you tell them, the more likely they will match your listing to a relevant query. Google uses information across the web about your business – so being consistently accurate is a must.
  6. 6. APPROPRIATE CATEGORIES You must select one Google suggested category, while the remaining 4 can be customised. The categories you select must relate to what your business is, not what it does or sells. Having trouble finding a suitable category? See what your top ranking direct competitors are using on their Places listing, make sure you’re in the same category as them.
  7. 7. GOOGLE PLACES CATEGORIES
  8. 8. GOOGLE PLACES CATEGORIES Categories
  9. 9. STRONG PRESENCE ON THE WEB Google collects information about your business from all over the web – citations. Make sure your business details are consistent and accurate across the web. Encourage customer reviews on your listing. Ensure your website is able to be crawled easily by Google and that it’s optimised for search engines; Google will use it to help improve search results.
  10. 10. RANKING FACTORS Relevance Distance Prominence
  11. 11. WHAT NOT TO DO Put marketing language, URLs or phone numbers in business name field Put keywords in business name field Use a PO Box address alone Use cross streets or broad city names for your address Have multiple or duplicate listings Keyword stuff Try and trick Google
  12. 12. DIRECTORIES VS LINK FARMS Links still act as a ‘vote’ for your site. HOWEVER you must be aware of and carefully review where that link is coming from. Quality, not quantity
  13. 13. DIRECTORIES VS LINK FARMSDirectories Link Farms Categorised listings – ease  Uncategorised collection of of search for the user links Editorial review  No restrictions or review Offer one way link & more  Typically have to provide reciprocal link benefit to you  Spam and sometimes illegal Built for end user – not links. search engines.  Not human edited Typically localised or  Built to manipulate search geographically segmented engines You’re usually in good  Provide no benefit to users company!  No contact information
  14. 14. GOOD DIRECTORIES TO USE Gold Coast Directory & Brisbane Australia Directory True Local.com.au Start Local.com.au Hotfrog.com.au Aussieweb.com.au MyGC.com.au Step Out in Southport, My Robina & other suburb- specific directories Southern Gold Coast Directory Yellow Pages
  15. 15. HOMEWORK: Google yourself! …well your business name.Clean up your web presence, look for unclaimed listings and claimthem! Update your details, include a website link – find out howother people view your brand on the web.Is that how you want to be seen?
  16. 16. LISTING COMPONENTS Listing Name Description Contact information Images Categories
  17. 17. LISTING NAME & CONTACT INFORMATION Accuracy – remember citations Name – don’t keyword stuff, use your actual business name  For multiple locations add the area after the name, e.g. JB Hi Fi Bundall, JB Hi Fi Pacific Fair
  18. 18. DESCRIPTION Be as thorough as you can (within the character limit). Write unique descriptions across different directories – it will help them and help you. Include your business background/history, your products or services, service area, prices, directions to your location and anything else that a customer may want to know. Watch your grammar, spelling and layout. Include bullet points, headings & paragraphs. Encourage people to read your profile and make it easy for them to scan for the info they need. Same goes for websites. Include HTML where possible.
  19. 19. IMAGES Always include images alongside your directory listing where possible. Can include: business logo, office, equipment, products, service in action, customers and work you’ve done. Helps listing stand out, encourages click through.
  20. 20. CATEGORIES Select a category that best describes your business. If you belong in multiple categories and they are available, use them. Some directories have further information or specifications regarding categories.
  21. 21. EXTRA FEATURES Coupons/offers Products and services Social links Reviews
  22. 22. EXAMPLES OF GOOD LISTINGSwww.hotfrog.com.au/Companies/Cairns-Holiday-HomesThis company has utilised a detailed description, opening hours, paymentoptions, images, products/services, news & updates, coupon (sponsored link) andtheir best work.www.truelocal.com.au/business/taurus-service-centre/seven-hillsThis NSW mechanic has added their services (under category), encouragedcustomers to review (there’s 66!), included opening hours and documents todownload (see very bottom), as well as good quality images that act as mini banners.www.goldcoastdirectory.com/sporting-fitness/personal-trainers/yummy-mummy-fitness/This business owner has included a concise but good description of what theservice is, submitted to multiple categories and has included excellent images.

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