Google Local Search - May We Help You Find What You’re Looking For?
David Mihm does a typically fantastic job of explaining the importance of local search in his ‘Ranking in the Local Search Algorithms‘ presentation from the SEMpdx Hot Seat on September 9. (Don’t be frightened by that ‘algorightms’ word; the presentation is really accessible and clear, not a bunch of techno-speak.)
Particularly noteworthy right up front is the extrapolation that:
Half a BILLION unique visitors per month search Google with ‘local intent’.
(Still don’t think local search is important, dear reader?)
His presentation is chock-full of other useful insights and real-world information for local small businesses. One of the most compelling is the discussion of how recent developments with Google may be substantially altering the local search landscape. Specifically, David points to Google’s new zip code prompt for certain searches.
By way of example: If I do a search for ‘pizza’ Google presumes that there’s a fairly good chance I’m looking for something local, so the very first entry (below one sponsored link for me today) is this:
As of today, I get the same ‘Looking for local?’ prompt on a search for ‘lawyer’ (but not ‘attorney’), ‘restaurant’, ‘car repair’ (but not ‘plumber’), ‘dentist’ and ‘optometrist’ (but not ’surgeon’), ‘nursery’ (but not ‘landscaper’).
The point here is that this new service from Google may yet to be implemented for every possible local search, but this evolution highlights the importance of enhancing your local search profile NOW.
Why? Let’s go back to the pizza example: If I proceed to enter ‘Orlando’ or my zip code into the prompt, the first thing I see is the local business results, which are displayed beside the Google map.
Google presumed (correctly, in this case) that my search was for a local business, helped me geo-target the search with the prompt, and showcased the local business results (in the #1 position) for me.
It’s likely that Google will continue to expand the use of this zip code prompt in the future, so it’s increasingly vital for your business to include local search as part of your Internet marketing strategy. (Check out the other posts, Small Businesses Go Local! and More Reasons to Go Local to learn more.)
I wonder if you know of any ways to get rid of listings that are showing (and directing traffic) to a site that are not supposed to be? (similarly named businesses that Google seems to be scraping from online and combining with the officially created local listings). I am having real problems with this - no response from Google and if I claim responsibility for them, it starts a long process where I have to deal with each individual local listing company individual. Can you help?
@jh - I want to be sure I understand your issue correctly: Are you saying that Google ’scraped’ some bad information into a listing that you’d already claimed? I’m not sure I know what you mean when you say ‘…have to deal with each individual local listing company individual.’
While I’m a big fan of Google, one area where they really could use some improvement is customer service in the Local Business Center. It appears that they’re moving in that direction, but IMO not nearly fast enough.
While Google is (admirably) trying to get the best results for use in the LBC, the ’scraping’ problem you’re having, unfortunately, isn’t unusual. You can check the Google Maps Help Group for Business Owners and find many others with a similar issue.
Long story short - Enough business owners are making noise about this that I expect the big G will make some enhancements pretty quickly.
I know that doesn’t resolve your problem in the near term, but unfortunately, ‘misery loves company’ is about the best we have for right now.