If your business has a local presence – wherever that may be – you have to take all the advantages you can from the Google+ Local. Creating and optimizing this profile is a critical marketing practice whether for small local businesses, companies with multiple branches, national and international franchises or companies with a single physical presence. This practice will help you get to about 97% of consumers using local search to shop and do business on the web.
Google+ Local not only helps local searchers find and share information about local businesses, it also helps your business rank near the top of Google search results. When a local search is performed, Google will typically show a mix of results that include Google+ Local listings at the top and organic results below – or sometimes the listings will even be shown at the top of the search results.
Five little tips to dominate local search and outpace your competitors:
#1 Complete your profile at 100%
Yes, this may seem obvious, but you wouldn't believe it if we told you how many profiles are only complete at 50%. Typically, Google prefers profiles that are complete for 100% – providing them with as much information as possible will allow them to provide the best possible experience for those searching.
Google also takes opening hours into account, for example, whether your business is open to the public at the time the search is made. Therefore, if your opening hours to the public are not mentioned in your Google+ Local profile, you may be left out of the search results. Don't forget to add photos that can help your business stand out from the rest.
#2 Make your contact information consistent
This is something you should do with everything your business does on the web, not just Google+ Local. Ensure that your name, address and contact telephone number are correct and identical everywhere online. For example, if your address has a Lot number, be consistent. Do not write “Lot” in one place and “Lt” in another. Do not use a local contact number in your listing and a toll-free number on your website.
Inconsistent contact data can cause Google+ Local to automatically generate listings that aren't as effective as profile information you create yourself.
Finally, we strongly recommend that you include your name, address and contact telephone number in the footer of every page on your website using a structured data system such as Schema or an hCard, if possible.
#3 Use all relevant categories
Make sure you take full advantage of the Google+ Local categories to gain depth and interest compared to others. Be sure to check all categories that relate to your business – for example, a home delivery pizza franchise should select categories Pizza Restaurant, Home Delivery and Fast Food Restaurant.
note: Google no longer allows custom categories.
#4 Request legitimate customer testimonials
Google loves to see a series of testimonials in your listing, and several studies have already shown that these are very important in defining who is shown. But testimonials are not just good for motores de pesquisa – users too use testimonials when it’s time to decide which service to choose.
Don’t immediately ask your family and friends to write “fake” testimonials. If this is discovered, Google may cancel your presence or penalize your search positioning. First ask your customers to publish a testimonial, specifying which service or product they purchased. (Google searches for keywords in testimonials that are related to your products or services.)
#5 Add a Local Google Map
Add a Google Local map to your website's contact page to help Google+ Local connect to your website. Make sure you add the map of your Google Local listing and not just a Google Map.
To do this, go to Google Maps, search for your business, click the “Link” button, and copy and paste the HTML to place the map on your website.
Take Advantage of Local Search
Ensure your business is listed on Google+ Local. This is a very important way to promote your company online, allowing people to find, share and recommend your business to their friends, partners and acquaintances. Google+ Local also helps you monitor customer testimonials and improve your support and customer service.
