If you’ve ever thought your business was too small to market online, think again. The Internet isn’t just for online based or large businesses. Local Search is extremely popular and if you’re not taking advantage of that fact, you’re missing out on large returns. According to Google, over 95% of consumers take to the web to find local businesses. After studying online activity, Google found over 70% of this activity relates to local content.
As a small, local business, these numbers equate to an increase in foot traffic, phone calls and overall awareness of your brand. Even if your marketing budget is slim or non-existent, you still have a valuable option – Google Places. The free marketing resource helps you gain visibility without spending a fortune on online marketing.
Google Places launched in 2009 to replace Google Local Business Center. Since then, many businesses still overlook the chance to create a single place for all relevant data about their business. Many of those who do use it, never quite master it, meaning they never see the full benefits. While the service is fairly easy to setup initially, you’ll need to do more than just put up a little info and let it go.
Benefits At A Glance
Google Places allows you to create a single listing that increases your exposure on Google.com and Google Maps. The most obvious benefit is the service is completely free. A few other important benefits to consider include:
- Control over your listing. Even though Google likely lists your site, the details might not be accurate. With Google Places, you verify and edit all details so your listing is always up to date.
- Simple sign up. Simply add your details and verify the submission via phone or postcard.
- Easy to maintain. You don’t even need your own website to create an online presence. You even have basic analytics data at your fingertips.
- Free premium options. Most service charge for options such as photo, video, custom categories, special services and coupon listings. Google Places never charges for any of the features that help your business shine.
Considerations
Google Places gathers business data from a wide variety of sources, so your business may already be listed. No matter whether you’re already listed or not, your business must have a mailing address before you can edit or verify any information. After all, the purpose is to only list physical, local businesses, not online stores. When you complete the sign-up process, your Place won’t publish until your business is verified through a unique PIN that’s sent to your phone number or business’s address.
For best results, you should only use Chrome, Firefox or Safari as your browser when creating your unique Place. Google recommends using an email address that isn’t completely private since you may want to transfer or share ownership of the listing at some point.
Google doesn’t accept just any listing. Carefully review all Google quality guidelines before listing your business on Google Places. While most guidelines are obvious, some are common mistakes such as overuse of keywords. A single mistake could cause your listing to be denied.
Common Mistakes
Obviously, you want your business to stand out. If you glanced at the quality guidelines, you already know you shouldn’t try to manipulate your listing in any way to get ahead of the competition. A few mistakes to avoid when creating your listing include:
- Adding extra keywords or a description to the business name field
- Placing the phone number in the URL or in an image
- Choosing more than one category (only choose more than one if it truly fits your business)
- Creating multiple listings or a listing for every service area
Getting Started with Google Places
Use your Google account to sign in. Navigate to Google Places and submit all relevant business information, including contact details, photos and videos. Verify your listing and wait for Google to list your business. Google then searches the web for third-party sources to create your initial Places page.
Once created, fill out as many fields as possible as they relate to your business. The more details you include, the easier it will be for potential customers to find your listing through organic search.
Go Beyond SEO
When Google Places first hit, it was fairly easy to find yourself in the coveted top local businesses spot. Now, competition is fierce. To get more visibility, you’ll have to go beyond just filling out your listing and using well placed keywords in descriptions. Start by encouraging customers to review your business. More reviews makes your business seem more reputable. Adding photos also helps make your business seem more appealing to Google and customers. If you can add video, you’re an additional step ahead.
In your description, try to avoid clichés. You may consider yourself the best service provider in town, but until a customer visits, they’ll need more than just your word. Prove it by using a precise, factual description. For instance, if you’re a hairdresser, list any certifications you require or any awards your salon has won.
If you want to help customers find your physical location, take advantage of Business Photos. The idea is to give your potential customers an indepth view of your location inside and out. Of course, you could also do this yourself if you or someone you know is an excellent photographer.
No Reason To Wait
Creating a Google Places listing is easy and increases your business’s exposure for free. There simply isn’t any reason to wait or waffle. Create one, fine tune the details and let Google Places market your business for you.
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