Anyone who's tried to get a website to the top (or just near the top) of Google's search results knows its no small feat. It can require months of search engine optimization, link building and other voodoo magic. The only alternative in the past has been to pay for ad placement through Google Adwords, bidding on search terms and paying when someone clicks through to your website.
But now, thanks to some changes in how Google display it's search results there's a third option. It's free, easy and highly encouraged by Google, and could put your business' website at the top of Google. If you're a business owner in a small to mid-sized town, like Bozeman for example, this may be your elevator pass to the top of Google. Let's look at how these changes can help you.
A typical Google search results page has two main types of results; organic and paid. Usually at the top (highlighted in yellow) and on the right side of the page (cropped out of the screenshot below) you'll see the paid results from Google Adwords. The main bulk of the page contains the organic results, with some results from Google's other properties thrown into the mix. For example, the screenshot below contains some Video and News results.
Most Google searches have results similar to the above. But when you combine your search with a location, such as a city or a zip code, the results can look strikingly different. For example, by adding the word "bozeman" to the search above we get the following results.
Notice the block of results to the right of the map? Those are results from Google Local, Google's online version of the Yellow Pages. Over the past year and a half Google has been placing more and more emphasis on local business results, often displaying the top ten local results before the rest of the organic results. This is due in part because more and more people are performing searches for local businesses.
According to a recent survey, "82% of internet users search for something locally" and "52% were specifically searching for a business phone number or address." In response Google has started watching for local searches and displaying the top local results when appropriate. So getting on this "Top 10" of local results could potentially put your business in front of considerably more eyeballs. That is, IF you can get your business on this list...
Thankfully it's dead simple, and Google highly encourages businesses to create a local business listing. Using Google's Local Business Center you can create a Google Local listing with a description of your business, address, contact info, hours, services and other useful information. All of this data is then fed into Google Maps and the Google Local search results.
In some cases you may be surprised to find your business already listed. These listings are created automatically from data from around the web, like your website, as well as existing business directories. If this is the case you can claim your business through Google's Local Business Center. Once you've claimed your business you can update your profile as desired.
Now, when someone Googles a term related to your business, along with your city or zip code, there's a more than good chance your local listing will appear near the top of the results. For many businesses in small to mid-sized towns this will instantly put your business near the top of Google's results. Think of it this way, in any given city there's only so many businesses like your. So even if Google was displaying all your competitors there's still a good chance your business will be in the top ten. And since its unlikely all your competitors have a listing in Google Local your business stands an even better chance of breaking into the top.
Google has recently added a useful reporting dashboard to give business owners an inside look at how people are finding your business on Google; where they're coming from and how many impressions and clicks your local search listing is receiving. Using this info you can optimize your local listing to drive even more traffic.
For more info, visit the Google Local Business Center, or go here to create your local business listing.
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