Google Local Search Workshop - Snowmass Tourism December 2013

Google Local Workshop
Mary Bowling and Carrie Hill
Small Business Marketing
www.IgnitorDigital.com

IgnitorDigital.com/Google-Local-Workshop

About Us
Consult, Train, Write, Speak and Do:
SEO, Local SEO, Email Marketing, Social Media, WordPress Design

IgnitorDigital.com

Optimized!
MaryBowling.com

Twitter @IgnitorDigital

www.IgnitorDigital.com /GoogleLocalWorkshop

LocalU.org
Google+ google.com/+Ignitordigital

Slides and Links
Get Slides and Links to More Information
Here:
http://www.IgnitorDigital.com/GoogleLocalWorkshop




Google Maps…Google Local…
Google Places…Google+Local for Business

CONFUSED?




No Wonder!
Different Google platforms that deal with local
information have always worked off of
different data bases:
•Google Maps
•Google Places
•Google+Local
Databases synced via automated bots

Result: errors, conflicts, merges, reversions, frustration!




Now, One Master Database
“One database to rule them all” as of late Nov
2013!
All local information will now be stored in
one place!
Learn more: http://blumenthals.com/blog/2013/11/27/google-mapmaker-updatesummary-one-database-to-rule-them-all/

But we still have different user interfaces for Local info:
•Google Maps
•Google Places
•Google+Local



Google Maps
Google’s representation of the real world in
map form - all about physical features on a
map

If your business does not have a physical location, it doesn’t
get a spot on Google Maps.



Google Places
A layer placed on top of the map that shows
“Places” - boundaries, points of interest &
establishments. Businesses are “establishments”

The factual listings you create and/or edit for your business are
Google “Places”



Google+Local
Google+ is the social layer of Google-it will
eventually associate with everything Google.

Google+Local for Business is the information from your Places
listing appearing on the Google+ user interface.



Wait for Google
All of the these business listings will soon be
enabled with all of the social features of Google+

If you have not already enabled social sharing on your
Google+Local for Business pages, wait for Google to do it for you!



Local Knowledge Panel
This is what most searchers see!




Where Do Listings Come From?
Local business listings are assembled by
computer from many different data sources:
Data Providers: information
obtained from traditional
aggregators of business
information

Verified Business Owner:
Information submitted to
Google and verified by the
business owner
Mapmakers and Reviewers:
Paid employees and
volunteers who check and
correct Maps and business
listing information

Yellow Pages and Other
Directories: information
obtained from public
directories created and
licensed from 3rd parties

Enhanced Content: can include reviews, photos, business hours,
payment methods, and other details. Obtained via feeds from
other websites and from Google’s Street View project.

User Generated Content &
Other Websites. Both these
sources are either submitted to
Google directly (like a review)
or scraped from other sites

http://moz.com/blog/how-business-listings-made-whiteboard-friday



New Google Maps
Currently in beta testing, but everyone will get
this new interface

Top 3 appear in box – to see others, go to list
Others not in any ranking order, but the highest rankers have biggest markers
More about the map and the locations of the businesses than before



The Local Carousel
Changes how you “optimize” your listing

What’s Needed?
Good photo
Great ratings
Plenty of reviews
Expect this to spread beyond hospitality



Knowledge Panel Optimization
It’s still photos, reviews and ratings that are
being emphasized




What Now?
Plenty of opportunity in Snowmass!




Why You Need Good Reviews
and How to Get More




Reviews Feed Local Search Listings




Reviews Feed Local Search & Conversions
Reviews enhance listings and search results. Take advantage.




Consumers Trust Reviews More than They Trust You!




Reviews Cannot Be Ignored

It’s important to CONTROL the conversation!
If you don’t control who, and where, the negative reviews will still come, and you’ll
have less control over where, and the direction of the conversation.




Best Way to Get Reviews?
ASK!
You know who your happy customers are, ask them to review your business.
Work Smart, Not Hard – use tools to make your life easy!

Google+ Local Reviews Widget
(not available to everyone yet)

For More Info – IgnitorDigital.com/GoogleLocalWorkshop



Direct the Conversation
Send Reviewers to Sites Where you Need Help
The best way to combat a notso-great review is with more
GREAT reviews. Send happy
customers to websites where
you need help, by controlling
the conversation, you can
control where customers leave
you reviews.




Fix What is Broken & Take Responsibility
“Doers” make Mistakes. Learn from them.
If you're not making mistakes, then you're
not doing anything. I'm positive that a doer
makes mistakes.
John Wooden




Setting Up Your
Google Local Business Listing




Google Account
If you have one, sign in
If you don’t, create one:
http://www.google.com/business/placesforbusiness/




Guidelines
Business Name:
Use what’s on the sign outside your business

Business Address:
Your actual physical street address – no PO Boxes
If you do not meet with customers at this address, address will
be hidden from view

Business Phone:
Use your local phone number with area code
Add toll free number as a secondary number

Description:
Don’t stress over this. Very few people will see it.
https://support.google.com/business/answer/3038177?hl=en&ref_topic=2794113
http://localu.org/blog/rules-for-google-plus-local-for-business-listings/



Guidelines
Website:
The URL of your website
Do not use URLs you don’t own or control
If you don’t have a website, it will default to your Google
business listing page

Categories:
Get these right. They REALLY matter!



Photos and Videos
Upload up to 10 photos and 10 videos:
The photo you set as your profile photos is likely to be the
one Google shows in the Local Carousel, the Local Knowledge
Panel and your Google+Local for Business page.
Don’t make your profile photo a logo

Google likes photos of the outside of your biz - include sign
Look at businesses like yours in competitive areas to see
what they are doing with photos and videos
Service businesses: introduce yourself & your staff
https://support.google.com/business/answer/3038221



Google Local Support
Look for answers here, first:
https://support.google.com/business/?hl=en#topic=3450784

Then call Google Local Support
It is your best chance of getting problems resolved
1.Login to your Google account
2. Go to this URL:
https://support.google.com/business/?hl=en#topic=3450784
3. Click on Contact link, enter your number, get a call back and wait
your turn




THANKS!

Mary Bowling

Carrie Hill

Twitter: @MaryBowling
Blog: www.MaryBowling.com
Google+: MaryBBowling@gmail.com

Twitter: @CarrieHill
Facebook: www.Facebook.com/Carrie.Hill1
Google+: carrie.hill1@gmail.com




Google Local Search Workshop - Snowmass Tourism December 2013

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