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Advice on how to optimise a Google Places listing and important factors contributing to rankings on Google Places. We also discussed the importance of building citations through local directories, how to find a good directory rather than a link farm, and tips on what how to make your profile stand out with a good listing.
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GOOGLE PLACES OPTIMISATION
1. Getting Started
2. Optimising listings - 3 key factors to consider
3. Ranking factors
4. What not to do
DIRECTORY LISTINGS
1. Directories vs Link Farms
2. Good directories to use
3. Listing components
4. Examples
GETTING STARTED WITH GOOGLE PLACES What does Google Places look like?
GETTING STARTED WITH GOOGLE PLACES
Visit www.google.com/places Click on Get Started & login Select country & enter phone number to find
any other listings associated with that number.
Claim and edit old listing Add new listing
OPTIMISING GOOGLE PLACES LISTINGS
Make sure your listing is complete and accurate.
Choose the most appropriate, specific categories for your business.
Establish a strong, accurate presence on the web.
COMPLETE & ACCURATE
Business name, physical address and phone number must be accurate
Opening hours, payment type, images, video and additional details help to give Google more information about your business and hence help their search results. The more you tell them, the more likely they will match your listing to a relevant query.
Google uses information across the web about your business – so being consistently accurate is a must.
APPROPRIATE CATEGORIES
You must select one Google suggested category, while the remaining 4 can be customised.
The categories you select must relate to what your business is, not what it does or sells.
Having trouble finding a suitable category? See what your top ranking direct competitors are using on their Places listing, make sure you’re in the same category as them.
GOOGLE PLACES CATEGORIES
GOOGLE PLACES CATEGORIES
Categories
STRONG PRESENCE ON THE WEB
Google collects information about your business from all over the web – citations.
Make sure your business details are consistent and accurate across the web.
Encourage customer reviews on your listing. Ensure your website is able to be crawled
easily by Google and that it’s optimised for search engines; Google will use it to help improve search results.
RANKING FACTORS
Relevance
ProminenceDistance
WHAT NOT TO DO
Put marketing language, URLs or phone numbers in business name field
Put keywords in business name field Use a PO Box address alone Use cross streets or broad city names for
your address Have multiple or duplicate listings Keyword stuff Try and trick Google
DIRECTORIES VS LINK FARMS
Links still act as a ‘vote’ for your site. HOWEVER you must be aware of and carefully review where that link is coming from.
Quality, not quantity
DIRECTORIES VS LINK FARMS
Categorised listings – ease of search for the user
Editorial review Offer one way link & more
benefit to you Built for end user – not
search engines. Typically localised or
geographically segmented You’re usually in good
company!
Uncategorised collection of links
No restrictions or review Typically have to provide
reciprocal link Spam and sometimes
illegal links. Not human edited Built to manipulate search
engines Provide no benefit to users No contact information
Directories Link Farms
GOOD DIRECTORIES TO USE
Gold Coast Directory & Brisbane Australia Directory
True Local.com.au Start Local.com.au Hotfrog.com.au Aussieweb.com.au MyGC.com.au Step Out in Southport, My Robina & other suburb-
specific directories Southern Gold Coast Directory Yellow Pages
HOMEWORK:
Google yourself!
…well your business name.
Clean up your web presence, look for unclaimed listings and claim them! Update your details, include a website link – find out how other people view your brand on the web.
Is that how you want to be seen?
LISTING COMPONENTS
Listing Name
Description
Contact information
Images
Categories
LISTING NAME & CONTACT INFORMATION
Accuracy – remember citations
Name – don’t keyword stuff, use your actual business name For multiple locations add the area after the
name, e.g. JB Hi Fi Bundall, JB Hi Fi Pacific Fair
DESCRIPTION
Be as thorough as you can (within the character limit).
Write unique descriptions across different directories – it will help them and help you.
Include your business background/history, your products or services, service area, prices, directions to your location and anything else that a customer may want to know.
Watch your grammar, spelling and layout. Include bullet points, headings & paragraphs. Encourage people to read your profile and make it easy for them to scan for the info they need. Same goes for websites.
Include HTML where possible.
IMAGES
Always include images alongside your directory listing where possible.
Can include: business logo, office, equipment, products, service in action, customers and work you’ve done.
Helps listing stand out, encourages click through.
CATEGORIES
Select a category that best describes your business.
If you belong in multiple categories and they are available, use them.
Some directories have further information or specifications regarding categories.
EXTRA FEATURES
Coupons/offers
Products and services
Social links
Reviews
EXAMPLES OF GOOD LISTINGS
www.hotfrog.com.au/Companies/Cairns-Holiday-Homes
This company has utilised a detailed description, opening hours, payment options, images, products/services, news & updates, coupon (sponsored link) and their best work.
www.truelocal.com.au/business/taurus-service-centre/seven-hills
This NSW mechanic has added their services (under category), encouraged customers to review (there’s 66!), included opening hours and documents to download (see very bottom), as well as good quality images that act as mini banners.
www.goldcoastdirectory.com/sporting-fitness/personal-trainers/yummy-mummy-fitness/
This business owner has included a concise but good description of what theservice is, submitted to multiple categories and has included excellent images.
