I’m Joe Miller IIIWorked on the internet since 1999.Have done projects from single-page websites to major private universities like BYUMy work in the industry has moved quite a lot:Customer Service -> Recruiting -> Programming -> Web Design -> Project Management -> Internet Marketing (SEO)
Dr. Seuss will be helping out today. He has carried himself to almost every person. I wish to make this presentation clear, and easy to understand to every person.We’ll be talking about Google Local (places listing)What it isWhy it’s importantHow to get startedHow to rank
Remember the dot.com bubble? Amazon made it through and asked Google in 2004 to advertise specific items to people in Australia. Google Local was born. Different results based on different locations. They saw the potential and they ran with it. Bought out companies, hired engineers, and in one year came out with a map and business listings.
Since they have started Google Local, the name has changed several times. Out of technicality, G+ business pages = Google Local and business listings on the map = Google Places. We’ll just call it all Google Local today. We’re going to focus on the map and take the first steps to get your business listing in front of people.
Google spent all this time and money into Google Local because they have the “UNLESS” mentality.Google has been working on self-driving cars, heads-up displays, and now want to study the aging process and extend life forever.With Google Local, they hit it right on.
Explain numbers… from last year.The end of this year, 50% of the 3 billion searches a day are for something local. HUGE market for almost every industry.
STOP THINKING ABOUT DESKTOPS!Mobile is not coming, it’s here.Having a mobile website is a 2009 problem that should be resolved today
Google displays their Local Listings in many ways. First is the map. Self-explanatory.
Send is the Local pack, added to the search engines. Will always show a map. Up to 7 results. Most of the results (about 67%) are blended (if you link webpage with local listing, you’ll rank higher). ALWAYS ON PAGE 1!
Take the local pack, stick it on it’s side and you get carousel.Note which businesses have pictures.Easy to see stars and review countGoogle has leveled the playing field a bit more, but are seeing awesome results in click-through
WHAT YOU SEE IS ALL THERE IS! (Daniel Khaneman – Thinking Fast and Slow)94% - of people with smart devices look for something locally57% - of people look for something locally at least once a week25% - of people look for something locally at least once a dayStory of sister at Mexican restaurantSpent more than anticipatedDidn’t consider other optionsWill go backDoesn’t just happen with restaurantsLawyersTravelDoctorsTradesmen
Some businesses don’t belong.Need to follow ‘quality guidelines’Boils down to these 3 rules if you can be on:Have a place of operation, not your home (more on that later)Owned/Operated/Administered by a living, breathing personMeet people face-to-face (this is Google LOCAL after all)
Keep standards or else. This is why they hold standardsStory of wife:No ‘smart’ technologyFind some shop online (shoes)Visit place in the boondocksKnock and no-one is at the home (with no signage)Call me and complain!
Google likes to promote local business. If done right, you can go far!
STORY: Service man in Thurston County area- Called me frantic (was a fun phone call)Lost Google Map ListingHad not met quality guidelinesMultiple business listings (for the same business)Labeled hours of operation, but wasn’t thereHad labeled a home address (without separation)
Service professional was kicked off Google Listings. They have no fear to do this. It is our responsibility to know and follow the guidelines.When we got him back on (3 months later), he went from 1-2 jobs a week to 3-4 a day; that very same week he got back on the map.His website was/is not strongHe has great listing with many reviewsHe is now booked solid for a month and doesn’t network
When he was kicked off, he went to social media and gathered followers. Tried to build a community.Not everyone wants to be marketed to online (expected does not = wanted, but not expect does = not want)Can only make posts and reach an average of 16% of people, but can’t choose those peoplePreaching to the choir… they already like you. You need to speak with those who don’t know you.
Doing all the social media stuff is good, but if you do it only out of duty, you’re just one of the crowd. Tired of social media? Me too! Rayku Technologies even stopped it’s Facebook page.
Does your business fit the description? Can it be on Google’s Listings? Are you ready to stand out and show up when people search for a business like yours?We’re going to take a step-by-step through on how to get listed, then look at how to rank.These are first-steps and we, as Rayku Technologies take in many more considerations when working with businesses.
Start here… Google.com/local/add/Look for your businessIt may already be listed without your claiming itGoogle has copy of the internet and if they see your info enough, they can trust you’re a local business
What’s your business card? Where do you work? What category of work.Rayku Technologies would be ‘Internet Marketing Service’This is another step to check out if they really don’t have your business.
Now that you’re trying to claim or creating the business, you’re able to sit-down with Google (like a business networker) and talk about your business more in length.Company NameAddressPayment OptionsPicturesHours of OperationAnd More
After describing who you are, Google will send you a post-card to see if you’re really there.It has a pin number and the second that you verify, you will show up on the map. Many things when working with local listings are INSTANT!
“But I’ve done all that and am still not #1”I’ll give you all the ranking factors. It’s okay. There’s only a few.
There’s over 200 known factors, and many more we haven’t guessed. We’ll be going over the main ones as we start out. We’ll see what both can help you, and what may harm your listing.
Will you succeed? I defer to the doctor for this. Yes. I have yet to see a business who has employed these things and not had a better online presence.
First is categoriesRequired oneCan have up to 5Don’t stretch itBefore, could have had custom categoriesNeed to pick from list2-edged sword, will also hurt (the most) if in wrong ones
Sorry brick-and-mortars. This is just something to consider. Will rank best for the city nearest you, but need to have exact address across the internet, not only on Google Listings.For services, may move your business markers on top of the city center.Explain markers.Round is service in customers locationPin is brick-and-mortar
I Love NAPsNameUnique with few exceptionsUse Keller Williams ExampleAddressAlways Unique (even more rare exceptions)For home address, add a suite numberPhone NumberNO tracking numbers (track your website with picture of number, so Google can’t read)Again, uniqueDo all this to keep thing separated. Google may get confused and display wrong business with wrong phone numbers if there are matching fields. We have a lot of say in what’s displayed online, but Google may still show something different based on what it sees online.
NAPs are more important than reviewsSay something Dangerous… get many, don’t worry about starsPeople who review you on their own are typically negative and looking for a place to vent
Attached to your local listing is your website. The more powerful it is, the better your local listing becomes. This is more true with blended searches becoming more popular.Local links will also help you… blogs/websites in your local area. Consider events, groups, and directories. (directories last for links, use those for your NAPs)
Description opportunity.Story of dad with dog eating it. No mechanic up until Bremerton (100 miles north). Just need to define niche and may show up for some specific searches.
Persistence can help and hurt. Don’t only do this for marketing purposes. Do it as part of your business.
Here’s some stuff we use in the industry to push the envelope a little further.
Create a local page! www.mywebsite.com/local-cityHelps Google understand that you’re local.Can also do high-quality microsites. Be careful, but can be HUGE!
72% trust (accidently said 84) local reviews as much as personal recommendation (Mike Ramsey)Be nice, but professionalism and reliability is better
Ask after you provide service!Hate popups with a passion. Put social follow/sharing at the bottom of the webpage, not the top. Ask for reviews (immediately) after you’ve sent them a product or provided your service.Send the review link with warrantee information or next appointment time. Newegg says “review us, we dare you” on every box they send in the mail of their computer products.
People don’t need to buy your product or service to review you. Use people close to you to stop any dry-spells you may be having in your reviews.
This is only one of the many marketing channels across the internet. There are many great ones and have seen great success, but Google Local may just be the best one.
Rayku Technologies helps businesses maximize their local online presence. We provide all the services explained herein and go into great care and detail in making sure everything is done right.What would happen if your sales increased by 10%, how about 20%, or even 30%? We have seen so much as 900%. This may change your business.Contact us with any questions or inquiries about our services.Joe Miller III360.529.9704joe@raykutech.com
