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Want to Dominate Local Search Results? Here's One Thing You Need

Last Updated: March 14, 2017

You want to be one of the first local businesses people see when they search for products or services you offer. Obviously, you know that to be prominent and visible in local search results, you need placement on Google Maps. So, it makes sense that you would start your online marketing efforts with a Google Maps listing for your business.
There are a lot of reasons to believe Google Maps and a handful of other sites (namely Yelp and Facebook) are all you need to be visible on a local level. After all, those are the platforms that show up most often in local search results, and they’re the platforms many people turn to when looking for info on local businesses. However, don’t be fooled into thinking you can skate by with just a few online listings and nothing else. In reality, your local visibility largely depends on having a website.
In today’s post, we’ll look at how so many local business owners mistakenly believe they don’t need a website. Then, we’ll explain why websites remain vital to your presence in local search results.

Google Intensifies Focus on Local Search Results

First, let’s get some background on the importance of local search. In the last year or two, Google has been making significant user experience advancements to make on-the-go searching easier. As you may have heard, Google has been tailoring its search algorithm to cater to the rapid increase in smartphone usage.
This push to deliver a better search experience for mobile users is also what’s causing Google to prioritize local businesses. The logic: Most people search for local businesses on their smartphones because a) they’re on the go and want to find the nearest place quickly; or b) they want to call a business as soon as they find one that meets their needs.
As Google wants to make finding local businesses easier, it’s developing Google My Business pages that can act as fully functional landing pages. They contain photos, contact information, customer reviews, and even company status updates. Google even goes as far as directly asking users to submit photos and confirm addresses of businesses they’ve visited in order to flesh out these listings. In short, Google wants users to get all the info they need about a business as soon as they find it in search results, effectively eliminating the need for users to stray from Google’s search results page.

Social Media Joins the Local Search Party

Seeking to cater to their users’ smartphone habits, many social media channels, namely Facebook and Instagram, also have dedicated pages for local businesses. They function similarly to Google My Business pages in that they are essentially landing pages. They contain the business’s contact info, reviews, photos, and status updates. The end result is similar to Google’s: Users can find nearby businesses relevant to their interests without having to open a different app.

But You Can’t Rank in Local Search Results Without a Website

All of this emphasis on mobile and local search demonstrates why having a location-targeted web presence is more important than ever. However, many business owners misinterpret this trend and incorrectly believe all they need is a few listings and/or profiles on a handful of platforms. Unfortunately, that’s not how local search works.
If you want your business’s Google listing to appear in local searches, then you need to have a website. And not just any website, but a well optimized one at that.
Why? Because, as Marcus Miller of Search Engine Land reports, on-page SEO is still the number-one ranking factor in local searches. What do we mean by “on-page SEO”? It’s just a technical term for all of the content optimization on your website. You know, things like relevant keywords and images, well written content, appropriate headers and page titles, and so on. Your business needs a website with all of these elements in order to develop the kind of authority that will make Google want to feature it in search results.

Your Website Boosts Your Local Search Presence

The fact that SEO is the number-one factor in local ranking doesn’t mean your social media pages and Google My Business listings aren’t important. Customer reviews, social buzz, and matching business information (like service categories and contact details) all contribute to your local rankings, too. Plus, those pages and listings serve an important function by providing users with easy-to-access info about your business.
In fact, it’s not uncommon for users to see a local Google listing in the search results, get all the info they need from that listing, and call or visit that business without ever clicking on the business’s website.
Ideally, your goal is to dominate local search so this exact scenario plays out and generates lots of business for you. However, in order for that to happen, you need the potent SEO juice that only a website can provide. It may sound counterintuitive (“Really? I need a website just to power my Google listing?”), but if you’re serious about wanting local visibility online, a website is not optional.

How Local Search Empowers Small Businesses to Compete

Last Updated: February 9, 2017

How can a small business like yours compete with big brands? Four words: Focus on local search.
The fact that you operate on a local level can be your biggest strength in the battle against large corporations. Many big names rank nationally in organic search results; however, they don’t necessarily have the upper hand when it comes to local search. So if you leverage local search the right way, you can stay competitive with larger brands and come out on top. Here’s what you need to know.

Local Search May Be Replacing Organic

First of all, what do we mean by “organic search” and “local search”? Maybe you’ve seen these terms tossed around but you aren’t quite clear on what they mean. Here’s the gist, without putting you to sleep:

Organic search gives you results based solely on their relevance to your search terms. The opposite of organic search is paid search, which promotes paid advertisements that match your search terms. Learn more about organic vs. paid search here.

Local search, on the other hand, is a search that targets places in a specific location. On Google, you’ll see local results on the first search results page in what’s called a “local pack,” which shows a nearby map and several local businesses. Local searches can also be done on Google Maps itself.

Historically, organic search has been the cornerstone of search engine optimization (SEO). However, organic search rankings are now slipping in value. In 2016, the top two organic search results received, on average, only 25% of the clicks on search results pages, as compared to more than 50% in 2006.
This trend is significant, and it makes sense. Typically, when people are on the hunt for a nearby store, restaurant, or service provider, they’re not looking at organic results. Instead, they’re perusing local Google listings to see which businesses fit their needs, have good reviews from past customers, and are closer in proximity. The days of people walking down the street and exploring their neighborhoods for good businesses are, by and large, over. Now, people do a quick search before they leave home so they know exactly where to go.

Mobile Devices Are a Strong Force in Local Search

The uptick in local searches applies to people who are looking for local businesses on the go, as well. Instead of wasting time driving around aimlessly when looking for the closest gas station or coffee shop, they search their phones to find the nearest one.
As Jayson DeMers writes for Forbes,

In general, I suspect local search will rise in importance, and more local businesses will step up to take advantage of this. Mobile technology will become even more mobile with wearable devices and similar technologies, and cumulatively, user preference toward local results will grow. As most “local” businesses are small- to mid-sized businesses, these trends will work in their favor.

Here, DeMers draws a clear parallel between local and mobile. And it’s supported by Google’s own data, which shows that an entire one-third of all mobile searches are for local places. With more people using their mobile devices for local searches on the go, your small business’s Google Maps listing is increasingly likely to become visible.

Optimize Your Local Search Listings

Here’s the main takeaway for you: Corporations don’t have the monopoly on proximity anymore. Local search is a more democratic platform than organic search, giving small businesses a fair shot at appearing in local results—so long as your local listings are optimized.
Here are some ideas for making your Google listing as strong as possible:

And if you need any guidance on local search strategies, please don’t hesitate to reach out! Prospect Genius is always happy to help. Good luck!

Are You Trashing Your Online Marketing Without Knowing It?

Last Updated: October 19, 2016

Now that you’ve hired an online marketing team to help your small business, your work is done, right?
Not quite.
It’s really tempting to want to hand your marketer the keys and never think about your website or Google again. However, that’s not how it works.
During the initial weeks and months of working with your online marketing team, you’ll need to help out by providing them with lots of information about your business and even giving them access to your online listings (including Google).

The Biggest Mistake You Can Make…

…Is not providing your marketer with the information they need. That includes your company history, service categories and details, up-to-date contact information, and even login information.
Don’t believe us? Keep reading to find out what can happen when your online marketing team is left with missing information and only half the picture.
Let’s jump in!

“I Want to Help, But I Don’t Have Time!”

Many business owners find themselves grappling with this dilemma. But the hard truth is that you must make the time.
Of course you’re busy running a small business. We have the utmost sympathy for your chaotic schedule and even more admiration for your work ethic.
However, your marketer has a job to do, too. And when they’re having trouble communicating with you and they aren’t getting the information or resources they need, they can’t do the job you’re paying them to do.
Your marketer will have time-sensitive questions about your website and campaign that will need to be answered quickly. They’ll need as much information as possible in order to create the most accurate representation of your business.
And when we talk about “information,” we’re not just talking about your company background. Your marketing specialists also need your login information for Google and other accounts so they can optimize your listings and overall web presence.

“But I Don’t Give Out My Information to Anyone!”

We get it. Everything you’ve ever learned about the Internet tells you never to give out your username or password. It’s a scary world out there, and you don’t know who you can trust.
However, this is an exception. You’ve hired your marketer to act on your behalf. This, by definition, requires them to log into your business accounts… as you!
This level of trust is why it’s so critical to thoroughly vet a marketing team before you hire them.
To put your mind more at ease, we have a simple solution. It allows your online marketing team to access and manage your Google account without ever knowing your real password. Here’s how it works:

You change your password right before giving it to your marketer. Switch it to something easy, like, “marketing123.”
Your marketing team uses this password to log in and make themselves “manager” of your Google account.
Once they’ve been assigned as manager, they will be able to use their own Google account to access and update your listing.
As soon as they’re finished and logged out of your account, you can change your password right back to what it was before.

This lets them go in and do their job without requiring you to give up any privacy.

So, What Happens When Your Marketer Doesn’t Have Enough Information?

You’re paying your online marketing team with the expectation of satisfying results. Why make them perform with one hand tied behind their back?
Think of it like hiring a contractor to build your house.
If you don’t tell them how big your family is, how many cars you have, how many bedrooms you want, or even what your favorite colors are, you’re probably not going to get the house of your dreams. Not even close.
The same goes for your website and online marketing campaign.
If you don’t give your marketer an accurate picture of your service offerings, company history, or even what you want your website to look like, they won’t be able to effectively promote you online. It’s that simple.

You Don’t Have to Do the Heavy Lifting…

You just need to spot them.
Online marketing campaigns aren’t “set it and forget it” machines. They’re constantly evolving organisms. So while your online marketing team is doing most of the work—writing your website’s content, designing the layout, and promoting you all over the Internet—they’re going to need a little bit of support.
In order to tackle the fluid nature of local search, they need ready access to information about your company in case any pressing questions or issues pop up.
Your business’s contact person doesn’t even need to be the owner. It can be an office manager or anyone else who is knowledgeable enough to answer questions and provide login assistance if your marketer needs it.

Bottom Line? Make Time and Be Supportive!

Now you understand why your marketer is calling you with questions so frequently. In order to be an effective online marketing team and successfully grow your business, they need lots of information from you. There’s no way around it.
So the next time your marketer calls you and asks you to expand on one of your services or verify something with Google, remember: They’re just doing their job. Let them.

Google My Business Updates You Need to Know About

Last Updated: September 29, 2016

If you’ve been frustrated with how difficult it is to monitor activity on your Google My Business account, you’ll be relieved to hear about some updates that just rolled out.
Most notably, business owners are excited about an update that now pushes notifications to your dashboard. You can see in real time things like new customer reviews, location status changes (e.g. published, disabled, or pending verification), and NAP data updates.
In short, the new Google My Business API V3.1 makes it much easier to keep tabs on your listing.
Check out Mike Blumenthal’s write-up to learn more about other noteworthy updates. And be on the lookout for these new features of Google My Business, which you should start seeing in the next couple of weeks.

Enrich Your Local Business's Google Profile by Adding Images

Last Updated: September 22, 2016

We’re always harping on business owners to up their photo game. Websites with photos simply perform much better than those without. Plain and simple.
But did you know it’s just as important to have photos on your business’s Google profile, too?
This hasn’t always been the case. In fact, it’s only been in the last year or so that Google and Bing have been displaying images and logos in their local search results. They made this move as users increasingly want to see photos of whatever they’re searching for.
As of right now, images aren’t automatically displaying in search results for every business—only for businesses in certain categories. However, as images in search results are bound to become an expectation rather than a bonus, it’s likely they’ll be automatically generated for all categories before long.

Add Images to Your Google Profile

That’s why, regardless of your industry, your best bet is to set up your Google profile with high-quality images sooner than later. In his latest article on Search Engine Land, Wesley Young gives some great advice for optimizing Google profile images. Check out some of his suggestions:

Take control of which images appear on your listing. Don’t let Google set a default profile photo by selecting one of your images at random. Go to Google My Business yourself and select your own profile photo.
Make sure the image is cropped and sized to fit perfectly.
Make sure your profile photo is a high-definition image: no graininess, no visibility issues.
Don’t use blatant stock photos because they’re usually pretty easy to detect.

Want more? For Young’s full list of suggestions, head over to his article on Search Engine Land: “8 Tips to Make Sure Your Google Profile Images Boost Your Local Search Results.”

Prospect Genius