Late in October, Google made a major transformation in the way Search Engine Results were displayed for searches with a local intent. The result of this change was that the Google Local 7 Pack is no longer always in the SERPs in the way that it used to be. Instead, Google has begun to integrate the local results within organic results and provided more prominent presence for local results on the SERP, while pushing the Web results below the fold.
As a result, the significance of being number one in the organic results has lost its meaning dramatically. At the same time, due to the competitiveness of the local space, obtaining and maintaining a Google first page results has become even more difficult; therefore local businesses should claim and ensure their presence in local before it is too late.
Google’s update places more emphasis on Google Places Page. It seems what is on the place page can be as important for the Local results than what is on the website. That said, the following are a few important things that you should consider:
If you are local, it is imperative to claim your Google Place Page.
The more information on your Place Page, the better. Our research shows the top local results all have very complete place pages (address, phone number, hours of operations, pictures, reviews and so on). Google is committed to user experience and shows listings that can provide thorough information and therefore enhances overall user experience.
Google put emphasis in Place Page reviews to the point that they are showing reviews not only from Google users, but also from other review sites like Yelp.com, so don’t underestimate the importance of Reviews in its impact on local ranking. But please Avoid Fake and Untruthful Reviews! As a local service provider, your reputation and client’s trust is worth far more.
Try to optimize your place pages for your keywords.
Categories listed on Place Page influence your Place Page’s ability to rank in local results directly, so it is imperative to have the right category on the Place Page. For example, if you own a local Mexican restaurant, make sure to use “Mexican restaurant” as your category as opposed to just the generic business category “restaurant”.
Acquiring listings in local directories which verify your local presence can also help your local search rankings.
Last, but definitely not least, traffic, click-through and your overall Place Page’s popularity are important, so make sure your Place Page is built with users in mind.
Bruce Clay mentioned in his interview with WebProNews at PubCon, “You should either figure out how to play in the local space … or you are not going to get the clicks even if you are number one.”
This is just a start, stay tuned to see how Google Place search will evolve and what is next.
