This document provides an overview and introduction to optimizing business listings on Google Maps and Google Places. It discusses the importance of local search rankings and covers topics like search engine basics, Google's algorithm, claiming a free business listing on Google Places, optimizing listings, and using features like Google Offers. The goal is to help businesses get ahead of their competition by utilizing these free advertising tools to generate more local leads and customers.

1. Google MapsMartin Brossman PresentsCenter for ExcellenceRaleigh, NC

2. AgendaOverview of SeminarIntroductionsSearch Ranking BasicsGoogle Maps OverviewGoogle Places OverviewIndividual ExamplesConclusion

3. IntroductionsAudience 1 MinutesBillboardOnlineSamra Busic-JanischIndustry ExperienceReal EstateFinancial ServicesJennifer SurovyIndustry ExperiencePolitics/CampaignsFinancial ServicesMedia

4. Search Rankings Basics% of US Searches As of Feb. 2011, (Source: Experian Hitwise)Google – 66.69%Bing – 13.49%Yahoo – 14.99%Focus on Google due to its Overall Presence, can fine tune with others in the future.

5. Search Ranking BasicsGoogle’s Mission -“…to organize the world‘s information and make it universally accessible and useful.”What does that tell us?Search Results Methodology

6. Formulaic, but the formula keeps changing!Search Rankings BasicsConsumer ViewI want to find information/product/serviceNear MeQuality/ReputationLow CostAnd Answers My Question!

7. Search Rankings BasicsBusiness ViewGenerate Business LeadsEasy to FindMessage Clear and ActionableIs your Business Effectively Utilizing this Marketing Tool?

8. Search Engine BasicsWhere’s the Money?Heat MapNotice where people actually lookPaid TrafficTop AdsSide AdsOrganic Traffic - Ranking and Monetary Conversion

9. Search Engine BasicsHeat MapNotice Eye PatternsUpper Left CornerTop AdTop Side adSource: Serp and Nielsen

10. Search Engine Basics-Paid TrafficPaid TrafficTop Ads - When ads appear above the organic search results and are exceptionally relevant they can get a 10% to 30% clickthrough rateSide Ads – When ads appear on the side of the search results they are likely to be clicked on ~ 1% of the time

11. Search Engine Basics-Organic TrafficRanking and Monetary Conversion

12. Search Engine Basics-Organic TrafficRanking and Monetary Conversion1st 42.13%2nd 11.90% 3.5x less3rd 8.50% 4.9x less4th 6.06% 6.9x less5th 4.92% 8.5x less6th 4.05% 10.4x less7th 3.41% 12.3x less8th 3.01% 14.0x less9th 2.85% 14.08x less10th 2.99% 14.1x less

13. Search Engine Basics-Organic TrafficBased on this data, if you are ranked 8, 9, or 10 you may be able to increase your traffic for that keyword 14 times by ranking #1. Even jumping from #8 to #3 can triple your traffic. Example: Bingo Cards Creator which recently ranked #5 in Google for bingo cards. A #5 ranking gets 6,000 unique visitors per month. A #1 spot is worth 8.5 times what #5 is. 6,000 * 8.5 = ~50,000 uniques per monthSite currently makes $40 for every 1,000 page views. Estimated income from ranking #1 for [bingo cards]: $2,000 a month.

14. Search Engine Basics–Google Algorithm Off and On Page factors that Google uses for rankingsDomain Age Page Rank Google Index Count Page Backlinks / Backlinks from .gov/.edu sitesYahoo Directory Listing Keyword in Title TagKeyword in URL Keyword in DescriptionUnique Content

15. Google - Local SearchIn November of 2010 Google combined local and organic rankings.According to Google, 73% of all searches are related to local content in one way or another43% of Internet users are searching for local merchants when considering a purchase.52% of Internet users report that they have substituted search engines for the Yellow Pages.

16. Google MapsGoogle Maps is a Google service offering powerful, user-friendly mapping technology and local business information -- including business locations, contact information, and driving directions.Features:Integrated business search resultsDraggable mapsEarth view and Street viewDetailed directions

17. Google MapsTraditional Search, always testing out new techniques and page displays

18. Google PlacesGooglePlacesis a business listing page within Google Maps. Here you can add and/or update details about your business.Claiming a local business listing is a FREE service.Optimizing for Google Places is not the same as optimizing for organic rankings.

19. Optimizing Listing For Google PlacesImportant local search ranking factorsYour addressYour business categoriesKeyword in business nameCitation quantityCompleting your business profile/Place pageBusiness data consistencyReviews and ratings

20. Google Places - StepsStep 1Google Places - StepsStep 2Google Places - StepsStep 3Google Places To Do Listhttp://www.google.com/local/addClaim your free business listingUse the categories that Google provides (suggests) that are relevantFill out everything, this is very importantAdd at least 5 images and 1 video Add a coupon if possible (Google Offers)Make sure your description contains your keywordsGet two references on sites like Yelp, Yahoo Local, ect.

21. Individual ExamplesNow its YOUR turn!

22. ConclusionGoogle Places and Google Maps are just starting to demonstrate their presenceGet in early and get ahead of the competition!Take the Time to Utilize these Free Advertising ToolsKeep Informed – These are Dynamic Tools and WILL Need Attention in the futureThank You for Spending Your Evening With Us!

23. Appendix

24. Bonus: Google Offers!What Are Google Offers?Merchants have the ability to give offers that are displayed in Maps Results. Both Coupon and Daily Deal VouchersGoogle’s response to Groupon, Living Social ect.Quick Daily Deal RundownMarketing Tool for Local BusinessesOffer 50% off Service/Product to Consumer, Another 25% to Email Distributor