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Google Places - Global Approach ISS 2012


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My presentation from ISS (International Search Summit) London 2012 on Google Places - Global Approach. How to optimise your Google Places account: citation building, getting reviews, dealing with verification and bulk uploads.

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Google Places - Global Approach ISS 2012

  1. 1. Google Places- Global ApproachLisa MyersCEO, Verve Search #SMXISS @LisaDMyers
  2. 2. About Lisa Myers• 11 years experience in Marketing, 7 in Search & Social• Speaker at Search Conferences Worldwide (SES, SMX, A4U, ISS etc)• Regular contributor to on and offline publications and author of several SEO Best Practise Guides including eConsultancy and B2B Marketing• Heavily involved in the global Search Community, founder of and co-founder of European search blog StateofSearchAwards• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO Campaign” for her agency Verve Search + “Best SEO Campaign”• Management Today “35 women under 35” list 2009• “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008)• “B2B Marketing Newcomer of the Year” (2007)
  3. 3. Google Places- the little giant @LisaDMyers #SMXISS
  4. 4. 1 in 5search queries have local intent..
  5. 5. 97%of consumers use the webto shop locally
  6. 6. Local is the fastest growing trend insearch...
  7. 7. 20% of all Google searchqueries are related to Local Search
  8. 8. Google Places now operatesin over 100 countries...
  9. 9. From Papa New Guinea.....
  10. 10. Iceland
  11. 11. FULL List of supported countries #SMXISS
  12. 12. local resultsare dominating listings
  13. 13. IN G A T MIN DO@LisaDMyers #SMXISS
  14. 14. Venice Update@LisaDMyers #SMXISS
  15. 15. It is a misconception that Google Places is justfor SMALL businesses. It’s NOT! @LisaDMyers #SMXISS
  16. 16. Increase of smartI’m lookingfor something phones’s got tobe close by! increase of local intent searches
  17. 17. More and more sectorsAccommodation (hotels, property etc)Entertainment (bars, restaurants etc)EducationHealth & MedicalRetailConsumer Services (hairdresser, plumbers etc)Business to businessTransportation @LisaDMyers #SMXISS
  18. 18. Google Places Survey• 5 European countries• Agencies & client side- The importance of Google places by sector- Ranking factors @LisaDMyers #SMXISS
  19. 19. Importance - All@LisaDMyers #SMXISS
  20. 20. Importance - UK@LisaDMyers #SMXISS
  21. 21. Importance - Spain@LisaDMyers #SMXISS
  22. 22. Importance - Denmark@LisaDMyers #SMXISS
  23. 23. Importance - Switzerland@LisaDMyers #SMXISS
  24. 24. Importance - Germany@LisaDMyers #SMXISS
  25. 25. Impact On Bottom Line - All@LisaDMyers #SMXISS
  26. 26. Everyone shouldEveryone should have a Google Places accountfor the BRAND as MINIMUM- a high percentage of brand searches the intent is to contact/find a phone number/address etc @LisaDMyers #SMXISS
  27. 27. GOOGLE is the new LANDING PAGE ...and has been for a while
  28. 28. Global Local CampaignsAs an international brand you would be stupidto ignore Google PlacesThere are really only two challenges on aninternational level:- Bulk uploading/Verification- Management & Streamlining strategy @LisaDMyers #SMXISS
  29. 29. ranking factors
  30. 30. Location, Relevance, and Prominence
  31. 31. #1 LocationLooks at where your business is based & your proximity to thelocation in the search query#2 RelevanceInternal factors such as business name, associated categories + external data #3 ProminenceExternal factors; Data citations, reviews, occurrences of businessin UGC @LisaDMyers #SMXISS
  32. 32. Consider• Don’t keyword spam• Don’t put keyword in title unless its also in your brand name• USE local phone numbers where possible (not freephone and national numbers)• FORMATTING of phone numbers and address should be the same throughout (citations & Google Places listing) @LisaDMyers #SMXISS
  33. 33. citations{it’s mentions, innit }
  34. 34. Citations• Citations are simply mentions of your business name, address and phone number in close proximity on a webpage.• It does not have to be a directory• But some directory passes more value, the valuable directories generally vary from country to country.@LisaDMyers #SMXISS
  35. 35. Citations1. ConsistencyKeep your business name, address, telephone number the same to increase trust2. Major DatacentresSome “mentions” are worth more from some sites than others3. Local DirectoriesSource local directories and make sure you are listed there4. Citation Competitor AnalysisGo to their Places page, underneath the reviews click the link “more from around the web”this outlines their existing citations. @LisaDMyers #SMXISS
  36. 36. reviews{ getting your customers on side }
  37. 37. Impact Of Reviews On Ranking@LisaDMyers #SMXISS
  38. 38. Reviews• Believed to be the largest influence factor of increased rankings• Reviews also has a massive impact on CTR• 5 or more reviews for boost• Anything above 2 stars counts more or less equally for boost• A review score of 1 or less stars is likely to impact ranking negatively @LisaDMyers #SMXISS
  39. 39. Ideas for Generating Reviews• Contact Customers (email, mail etc)• QR code (on brochure, menu, business card that goes to Google Places page)• Set up a competition (not necessarily paid, ehm)• Offer discounts on next purchase @LisaDMyers #SMXISS
  40. 40. think Global-go local!
  41. 41. Target multiple locations withGoogle Places bulk upload function...
  42. 42. Bulk Upload Tool NEWSNew version of bulk upload tool on 8th May:• Edit one or more of your listings’ data at once• Search through your listings, filtering by specific information or for listings with errors• Upload new listings using a data file or by adding them individually within the interface @LisaDMyers #SMXISS
  43. 43. Bulk Upload• Download template and fill in (follow formatting rules)• Upload the file@LisaDMyers #SMXISS
  44. 44. Once Uploaded
  45. 45. You Can Edit One or More
  46. 46. Verifying Bulk Uploads• Use a company email address (same as listing domain!)• Usually takes about 2 weeks,• The bulk uploads is manually reviewed by Google Placesrepresentative• Process is quicker in the US
  47. 47. the verification process- now don’t swear
  48. 48. Verification• You CAN still get your listing verified via phone => You can claim a listing that has yet to be verified. Or create a listing via MapMaker (not in the UK).• But if it does not exist on Google Maps yet, you HAVE to verify by mail @LisaDMyers #SMXISS
  49. 49. Things I’m not sayingIf you don’t have an office in a city you wish to rank in, I would not:b)Contact a services office and offer to pay them to call you when the postcard appearsc)Rent a virtual addressd)Use a PO box but just write the address on the “address line 2”This will definitely maybe not work..ehm..
  50. 50. management
  51. 51. Successful Global ManagementTo manage a global local campaign you need to:- Educate Globally- Organise Centrally- Manage execution locally @LisaDMyers #SMXISS
  52. 52. Local Search
  53. 53. Thank You! @LisaDMyers Email: Web: #SMXISS
  54. 54. Appendix
  55. 55. tools...
  56. 56. Local ToolsWhat keywords triggers Google and www.seomoz.orgGoogle Places Category Tool Citation Finder Search Rank Checker Tool Competitor Analysis
  57. 57. Top Citation Sites1. Yelp2. Superpages3. Citysearch4. Yellowpages5. Infogroup6. Yahoo Local7. Localeze8. InsiderPages9. Niche Industry Sites (including TripAdvisor, OpenTable, and DealerRater)10. Acxiom11. Best of the Web12. BBB13. Judy’s Book14. Angie’s List Source: David Mihm’s Local Search Ranking Factors (2011)
  58. 58. Top UK Citation
  59. 59. tracking{ it ain’t easy }
  60. 60. Ways of Tracking Local• Utilising Filters in Analytics• Implementing 301 Redirects
  61. 61. Tracking Using FiltersCustom Filters in Google Analytics(Only tracks visitors that click through to place page before visiting website)• New filter -> • Filter name ‘Maps’• Filter Type -> Custom Filter• Checked : include• Filter Field: Referral• Filter Pattern:  ‘’• case sensitive : no
  62. 62. Tracking Using 301redirectsUsing 301 Redirects tracks all visitors but is a littlemore difficult to set up.3. Set up a vanity URL e.g. Implement a 301 redirect from that page to a page which includes “utm tracking code”5. E.g. /?utm_source=Google&utm_medium=More info how to do this: