Google Halloween Horror for Small Business Owners
Google Halloween Horror for Small Business Owners
Google Places has transformed overnight the way local business owners need to market their business online. Your hard earned website rankings are suddenly worthless!
You think Im exaggerating. Google admits that 90% of users dont look beyond Page 1 of their search engine ranking pages [SERPS]. Eye tracking studies of internet users actually suggest that most people searching for a local service or product dont look beyond the top 4 organic listings in Google, Yahoo and Bing.
What does this mean to local business owners like You and I?
The goalposts have been changed in one fell swoop. Before theHalloween Hackthe gold standard was:
1.Double-indented No.1 Google organic ranking
2. Other first page rankings
3. Google Search ranking in the top 7 [next to the map]
This is no longer true. 80% of our online marketing strategiesnow need to be focused on the top 4 Google Places rankings. This is where the biggest return on investment will occur.BUT WAIT. Theres more.
Organic rankings will still play a part an organic ranking in the top 4 will still appear on Page 1. At least at the moment.
What if Ive already got a top Google Places listing? Does that mean Im safe?
Not at all. Your competitors will now be hiring experts in local search marketing [instead of relying on great web designers and website SEO specialists]. You can bet that unless you keep constantly monitoring and updating your listing you will soon be history. Harsh I know, but true. Top listings mean more business. Simple as that.
Why is having a top Local Search Listing SO Important?
It boils down to relevancy. This has long been Google's Missionto provide the most relevant searches for their users. They have found from tracking people on the internet [you don't think they provide free email and tools out of the kindness of their hearts, do you?] that users who click on the Google Places listing are:
more likely to phone or contact the local business
more likely to buy
Let me repeat that again because its crucial. If you get a top listing. Not only will you get more impressions [views] of your listing. But these people are more likely to buy from you. Jackpot!
How can I get a top listing?
1. FollowGoogles guidelines to the letter.
2. Complete all the listing. There are allocated points for each section [including photos and videos]
3. Track your visitors and new customers
4. Monitor your listing weekly
5. Make offers with coupons
6. Get real reviews
7. Update regularly
8. Check the policies and guidelines for changes
9. Constantly add fresh content to a wordpress blog
10. Diligent keyword research
11. Pop back to my website regularly for updates [Ha! You can't blame a guy for trying. I have been up since 4 am analysing the new guidelines and changes]
As a local business owner what should I do?
Hire someone to look after your online marketing of your local business.orDo it yourself.orGet one of your staff to do it.
Its a trade off between time and money. If you can afford to invest, get an expert to do it for you. Its a steep learning curvelocal search marketing, article marketing, video marketing, building key worded targeted blogs, social book marking, SEO and webmaster skills. If youre short of money but have free timeget stuck in.
It doesnt matter who does it, just that it gets done. It means the difference between success for your online marketing and .well, you know...something involving a fan.
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