The Google Directory

If you are a small business trying to get your website traffic from a small regional area you have to embrace Google Places  I call Google Places “The Google Directory.”  Because that is exactly what it is.  It is a local directory with maps for everyone who is looking for a local business in every city in the United States.    And now, it is your biggest competition. 

For example, if someone searches using the keyword “Attorney West Palm Beach, Fl” the Google Places Directory will show up.  The very first person in position “A” will get approximately 42% of the clicks for that page.  That attorney’s phone is ringing off the hook.   That is why you must get as high as possible in Google Places and stay there as long as possible.  If there are 10 companies who are your local competition and who are  already very savvy about Google Places, you may be shut out and you may have to go to Marketing Plan B. 

Frustration with Google Places

I hear it from many many people.  “I did everything they asked me to do and I still can’t get to the top of Google Places.”  What people don’t realize is that it is a bit more complicated than just filling out the information and maybe throwing in a couple of photos. 

Take a strong long look at the people who are in position 1 and position 2 in Google Places.   Click on the listing to get to the Google Places Web Page.  Look at what they are doing to get there.  You will see photos, videos, references, a list of other websites they are on. 

You Have to Do More than Your Competition

There are many factors involved with getting to the top of Google Places.  There are things you must do to convince Google that you are the most relevant website for the term that is searched.  Some of the factors really do involve sophisticated techniques that should be left to those of us who have live and breathe the Internet every day.  

You must have an optimized website including general on-site optimization, some off-site optimization with the intention of letting Google verify the information you have on your website, competition research for your industry and keywords, and most importantly, an in depth understanding of what Google wants. That takes a lot of research and experience.

Google’s Clients

Google’s Clients are the searchers and Google’s job is to satisfy them.  The more information you give Google to accomplish their goals, the higher chances you have of getting to the top of the Google Places Directory.  That means that it helps to have an optimized website.  There is general on-site optimization and there is optimizing your website specifically to get to the top of Google Places. 

Google Places is a Moving Target

Let’s face it, we are at the mercy of Google.  They change things all the time.  You could be at the top of Google Places one day and the next BAM!  “Where did my listing go?”  This is why I have always believed in the Guerilla Marketing approach.  You have to do in- person marketing, Internet Marketing, Social Media, Google Places, Giving Seminars, etc.  You have to do it all. 

Getting the Phone to Ring

Going Forward, I will be focusing more on Google Places for my local small business clients and for myself as well.  I think it takes on-going education and keeping up with what is going on with each aspect of online marketing.   All I want is for my clients’ phones to ring off the hook.  That makes me feel good.  I like it when my phone rings off the hook too!