When it comes to optimizing your Google business listing for local search we are really talking about optimizing many of the  elements within your free local business listing, as well as elements we call off-page ranking factors.

The goal is to rank at the top of local business results for your brand ( i.e., Kramer Muffler Shop) and core non-branded keyword sets (i.e., Reno muffler repair, muffler replacement Reno NV, etc.)

Driven by the developments of Google, Local is the fastest growing segment of search marketing.  SMB’s  have taken note and are adopting strategies to connect with targeted customers.

Local search expert David Mihm released his third annual edition of “Local Search Ranking Factors,”  a comprehensive look at the tactics that can help, and in some cases, hurt your rankings in the local business results of Google, Yahoo, and Bing–with an emphasis on Google Places.

The 2010 results feature the responses of 34 prominent bloggers and search marketing practitioners.

This year’s insights and wrap-up:

Local Search Ranking Factors 2010
by Dev Basu

2010 Local Search Ranking Factors Released
by Aaron Weiche

David Mihm’s Annual Local Search Ranking Factor is now Online
by Mike Blumenthal

How Local Search Works in 2010
by Matt McGee

Do you need help with your Google business listings and local search marketing?  Contact me by email or phone at (623) 252-1780 and I will provide you with an easy-to-understand opportunity/obstacles assessment.

Local business listings optimized for targeted keyword sets are an incredible source of free local search traffic.

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CALL OR EMAIL NOW FOR YOUR
FREE REPORT (623) 252-1780

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Last year I wrote how important a Google business listing is to a locksmith company in Texas–85% of their new business emanates from their Google business listing.

Google is the directory of focus, but it is paramount to optimize your listings in several directories.

When it comes to managing your local business listings, you need to focus on three essential components:

1. Is your N-A-P accurate?

If your N-A-P, or Name, Address, and Phone Number are not accurate it will cost you customers and other problems, affecting your bottom line.  When Google sees accurate N-A-P’s for your business in other trusted directories and websites they deem your Google listing to be a trustworthy place.  The net affect is an increase in ranking in the local business results for targeted category searches.

2. Is your website address accurate?

One of the factors to outranking your competitors in the organic search results of Google is link popularity.  Google considers links from other trusted directories as votes for your website.  The net affect is an increased ranking in Google’s organic results for targeted searches.

3. Are your local business listings optimized for targeted searches?

Some attributes in your local business listings, such as categories, business description, service area, etc., empower you to outrank local competitors for your most precious keyword sets.  For an example of optimizing your local business listing for targeted local searches, download our white paper, Geotargeting.

Call us today at (623) 252-1780 for a free report, detailing the efficacy of your business listings.

As a local online marketing consultant, it is important for me to point out that Google is the most important resource, online or offline, to market your small business.

This should not be a surprise to anybody, but I emphasize this fact because Google is where most local business marketing campaigns should begin.

Local search marketing revolves around a universe of keywords.  What keyword sets are important to your business?

For the purpose of this article I am going to use The Tuxedo Gallery, a tuxedo rental shop in Santa Rosa, CA as my example.  The Tuxedo Gallery not only rents, but sells designer formal wear for men–think homecomings, proms, weddings, and other special events.

Using the Google Keyword Tool, it is easy to get some quick insights as to how people search for tuxedos and formal wear for men:

After performing the proper research it is time to define which keyword sets are the most targeted for The Tuxedo Gallery.  Here are some examples with and without geo-modifiers:

• “tuxedos Santa Rosa CA”
• “tuxedo rental”
• “men’s formal wear Santa Rosa”
• “prom tuxedo rental 95404″
• “wedding tuxedos Santa Rosa”
• “Santa Rosa tuxedo shop”
• “The Tuxedo Gallery”
• “Calvin Klein tuxedos”

Now that we have some keyword sets to focus upon, let’s take a look at the opportunities on Google to engage prospective clients and customers.

Local search opportunities for small business on Google.

Below are screenshots of specific opportunities in which The Tuxedo Gallery can connect with targeted customers–Google local business results, Google organic search results, and Google paid search results.

1.  Google Local Business Results

Local business results are presented in Google Web and Google Maps searches (including mobile) and are highlighted within an adjacent map.

In order to be visible in Google local business results it is important to claim and optimize your free local business listings, which includes business listings in other search engines, internet yellow page websites, interactive directories, local directories, and industry directories.

There are many factors that determine your business’ rankings in the local business results, but be careful, ranking at the top for targeted keywords might provide you with more business than you can handle!

Local Business Results - Web Search - “tuxedos Santa Rosa”

Local Business Results - Maps Search - ”tuxedos Santa Rosa”

Local Business Results - Web Search - ”tuxedo rental”

Local Business Results - Maps Search - “tuxedo rental”

Local Business Results - Web Search - ”men’s formal wear”

Local Business Results - Maps Search - ”men’s formal wear”

2. Google Organic Search Results

Organic search results generally provide the most trusted content on the search engines and offer your website an opportunity to connect with local customers.

Small business websites that rank at the top of the organic results will experience nearly as much traffic as the businesses at the top of the local business results–in some cases, even more.

Unlike your Google business listing, your website does not display competitor ads, so the opportunity is often more valuable, and you control the content to further engage and convert customers.

One more thing to note.  Google doesn’t provide local business results for a lot of your targeted searches–searches that are longer in composition but still feature local intent.  An example for The Tuxedo Gallery is “wedding tuxedos Santa Rosa CA.”  We call these long tail searches.

Organic Search Results - “tuxedos Santa Rosa”

Organic Search Results - “men’s formal wear 95404″

Organic Search Results - “Santa Rosa tuxedo rental”

Organic Search Results - “wedding tuxedos Santa Rosa CA”

Organic Search Results - “tuxedo shirts in Santa Rosa”

3. Google Paid Search Results

Paid search results are an important piece of the marketing mix for many small businesses on Google.

For one, paid search results serve as a turn-key solution to generate customers when your first starting out with a local search marketing campaign.

But let’s say your already visible in the local business results and organic search results for a very competitive keyword set.  Adding a paid search listing with good creative and a clear call to action will increase your lift (overall conversions) and your bottom line.

Paid Search Results - “tuxedos Santa Rosa”

Paid Search Results - “tuxedos Santa Rosa”

Paid Search Results - “tuxedo rental”

Paid Search Results - “men’s formal wear Santa Rosa”

Paid Search Results - “prom tuxedo rental 95404″

Paid Search Results - “wedding tuxedos Santa Rosa CA”

There is your glimpse at the local search marketing opportunity for small businesses on Google.  There also exists advanced tactics in Google Image, Blog, News, Shopping, and Video search, but the lion’s share for local business resides in Web and Maps search.

Questions?

The article explains what local business reviews are and why brands with several locations need a solution to manage local business reviews.

There are three fundamental elements of a local business review management strategy:

monitoring reviews, responding to reviews, and proactively generating reviews.

The article shares best practices, as well as important tools to manage reviews like Customer Lobby and the Marchex Reputation Management tool.

Local business reviews are important to national and regional brands for three primary reasons:

1. Local business reviews affect brand reputation and the actions of prospective customers.  As a result, negative reviews provide companies the opportunity to publicly engage dissatisfied customers and seek resolution to correct adverse customer experiences.  As a brand, demonstrating that you care about what customers have to say is a best practice.
2. Local business reviews inform brands about customer experiences and can provide actionable business intelligence regarding products, services, and policies.
3. Search engine visibility.  Simply having local business reviews increases your business listing rankings in the local business results of Google, Yahoo, and Bing.

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Download our white paper: Geotargeting: Local Seach Best Practices For Brands

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Our consulting and agency services are designed for national and regional brands:

Accounting & Consulting
Earnst & Young, KPMG, PricewaterhouseCoopers, Grant Thornton LLP, Accenture

Automotive
AAA, Just Brakes, Midas, Meineke, Big O Tires, Discount Tire, Wal-Mart Tire & Lube Express, Sears Auto Center, Monro, Brakes Plus, CarX, Jiffy Lube, Aamco, Firestone Complete Auto Care, Tuffy, Brake Masters, Advanced Auto Parts, Tires Plus, Auto Zone, Pep Boys, Carquest, Napa Auto Parts, Checker Auto Parts, O’Reilly Auto Parts, Kragen Auto Parts, Batteries Plus, National Tire & Battery, Precision Tune, Valvoline Instant Oil Change, Maaco, Goodyear Auto Service Center, Econolube, Express Oil, Glass Doctor, Tint World, Grease Monkey, Safelite, Speedy Glass, Harmon AutoGlass, NOVUS Auto Glass Repair & Replacement

Banking
Wells Fargo, Chase, Bank of America, Wachovia, US Bank, Union Bank, BBVA Compass, TCF, Citibank

Car& Truck Rental
U-Haul, Budget Car Rental, Budget Truck Rental, National, Avis, Hertz, Enterprise, Thrifty, Alamo, Payless, Discount, Fox, Ryder Truck Rental, Penske Truck Rental

Car Sales
Chevy dealers, Chrysler dealers, Ford dealers, GM dealers, Dodge dealers, Jeep dealers, Lincoln dealers, Mercury dealers, Cadillac dealers, Mercedes-Benz dealers, Kia dealers, BMW dealers, Audi dealers, Volvo dealers, Volkswagon dealers, Porsche dealers, Jaguar dealers, Toyota dealers, Nissan dealers, Hyundai dealers, Honda dealers

Carpet Cleaners
Stanley Steemer, Chem-Dry, Sears Carpet Cleaning, Coit, ServiceMaster Clean, Rug Doctor, Heaven’s Best, Steamatic

Courier Services
DHL, UPS, USPS, Fedex

Dry Cleaners
One Hour Martinizing, Pilgrim Dry Cleaners, Clean’n'Press, Comet Cleaners

Employment Agencies
Apple One, Kelly Services, Adecco, Manpower, Spherion, Labor Ready, OfficeTeam, Aerotek, Accountemps, Snelling, Staffmark, Volt, Westaff, Randstad, Labor Finders, Kforce, Olsten, Prostaff

Eye Care Centers
Pearle Vision, For Eyes Optical, LensCrafters, EyeMasters, Sears Optical, America’s Best Contacts & Eyeglasses, Eyeglass World

Fast  Food & Beverage
A&W Restaurants, Arby’s, Au Bon Pain, Blimpie, Boston, Market, Burger King, California Pizza Kitchen, Checkers, Chick-fil-A, Chipotle Mexican Grill, Church’s Chicken, Dairy Queen, Del Taco, Dixy Chicken, Dunkin’ Donuts, Hardee’s, Hesburger, Hungry Howie’s Pizza, Jack in the Box, Jamba Juice, Jimmy Johns, Jollibee, KUT, Krispy Kreme, Krystal, Long John Silver’s, Lotteria, Marco’s Pizza, Maui Tacos, McDonald’s, Mighty Taco, Mister Donut, Moe’s Southwest, Grill, Mr. Hero, Nando’s, New York Fries, Noble Roman’s, Pal’s, Panda Express, Panera bread, Pizza Hut, Pollo Tropical, Popeyes Chicken & Biscuits, Qdoba Mexican Grill, Quiznos, Rally’s, Red Rooster, Shakey’s Pizza, Starbucks, Steak n Shake, Sonic Drive-In, Subway, Taco Bell, Taco Bueno, Taco Cabana, Taco del Mar, Taco Tico, Taco Time, TCBY, The Pizza Company, Tim Hortons, White Castle, Wendy’s, Whataburger, Wimpy

Fitness Centers
LA Fitness, 24 Hour Fitness, Bally Total Fitness, YMCA, Life Time Fitness, Curves, Planet Fitness, Anytime Fitness, World Gym, Pure Fitness Clubs, Snap Fitness 24/7, XSport Fitness, Crunch, Gold’s Gym, Powerhouse Gym

Hair Salons
Great Clips, Supercuts, Fantastic Sams, Sport Clips, Hair Cuttery, Cost Cutters, Regis Salons, SmartStyle, Pro-Cuts, MasterCuts, Snip-its, Floyd’s 99 Barbershop

Home Mortgage Companies
Wells Fargo Home Mortgage, Wells Fargo Financial, GMAC Mortgage, Wachovia Home Mortgage, Chase Home Mortgage, CitiMortgage, US Bank Home Mortgage, Bank of America Home Mortgage, SunTrust Mortgage

Home Security
Protection One, ADT, Brinks Home Security, Broadview Security

House Cleaning Service
Molly Maid, Maid Brigade, Merry Maids, Maid Pro, The Maids

Insurance Companies
AIG, Allstate, American Automobile Association, American Family Insurance, American Income Life, American National Insurance Company, Amica, Aon Corporation, Assurant Employee Benefits, Auto-Owners Insurance, AXA, Equitable Life Insurance Company, AXIS Capital, CapitalOne, CNA Financial, Colonial Life, Conseco, Country Financial, Chubb Corporation, Encompass, Erie Insurance Group, GEICO, General Re, Genworth, GMAC Insurance, Hanover Insurance, The Hartford, Infinity Auto Insurance Company, Jackson National Life, John Hancock Insurance, Liberty Mutual, Merchants Insurance Group, Metropolitan Life Insurance Company, Mutual of America Life Insurance Company, Mutual of Omaha, Nationwide Insurance, New York Life Insurance, Pemco, Penn Mutual Life, Principal Financial Group, Progressive, Protective Life Insurance, Prudential Financial, Reliance Insurance Company, Safe Auto Insurance Company, Safeco, Standard Insurance Company, State Farm, Mutual Automobile Insurance Company, The Travelers Companies, Inc., TIAA-CREF, Unitrin Direct Auto Insurance, USAA, Wells Fargo, Westfield Insurance, West Coast Life Insurance

Investment
Schwab, Prudential Securities

Massage Therapy
Massage Heights, Massage Envy, Hand & Stone Massage, Red Door Spas

Movers
Allied Van Lines, Mayflower, United

Payday Loans
ACE Cash Express, Advance America, Check `n Go Payday Loan, Money Mart & Loan Mart, Cash America, Allied Cash Advance, Speedy Cash

Pest Control
Terminix, Orkin, Truly Nolen Pest Control, Western Extermintor Company, Clark Pest Control, Cook’s Pest Control

Pet Grooming
PetSmart, Petco

Photo Processing
Ritz Camera, Wolf Camera, Walgreens Digital Photo Printing, CVS Pharmacy Photo & Pictures, WalMart Photo Center, Costco Photo Center

Physical Therapy
Novacare, Select Physical Therapy, Accelerated  Rehabilitation Centers, OccuSport Physical Therapy, Athletico Physical Therapy, Physiotherapy Associates

Portrait Photography
JCPenney Portrait Studios, Picture People, Target Portrait Studio, Olan Mills Portrait Studio

Preschools
Kindercare, TutorTime, Childtime Learning Centers, Goddard Schools, Kiddie Academy International

Printing/Photocopying
Sir Speedy, Alphagraphics, Fedex Office, Mail Boxes Etc., Staples, The UPS Store, Office Depot, Kwik Kopy Printing Centers, OfficeMax

Realtors
CENTURY 21, Long & Foster Realtors, Coldwell Banker, RE/MAX, Keller Williams Realty, Weichert, Zip Realty, Realty Executives International, Prudential Real Estate Professionals

Restaurants
Red Lobster Seafood Restaurants, Olive Garden, Chili’s Grill & Bar Restaurant, Romano’s Macaroni Grill, Carrabba’s Italian Grill, Pizza Hut, Domino’s Pizza, Papa Kohn’s, Little Caesars, Outback Steakhouse, Carino’s Italian Restaurant, Red Robin® Gourmet Burgers, Ruby Tuesday, Applebees, Maggiano’s Little Italy, Buca di Beppo, Smokey Bones, Famous Dave’s BBQ, T.G.I. Friday’s, Panera Bread, P.F. Chang’s China Bistro, Texas Roadhouse, IHOP, Denny’s, Perkins, Cracker Barrel, O’Charley’s, LongHorn Steakhouse, Logan’s Roadhouse, Lone Star Steakhouse, The Cheesecake Factory, Hooters, Joe’s Crab Shack, Golden Corral, Mimis Cafe, Buffalo Wild Wings, The Melting Pot, Uno Chicago Grill, Fazoli’s, Marie Callender’s, Bahama Breeze, BJ’s Restaurants, Old Chicago, Rock Bottom Restaurants, Fuddruckers

Self Storage
Public Storage, U-Haul Storage, U-Store-It, Extra Space Storage, Uncle Bob’s Self Storage, A-American Self Storage

Senior Care
Home Instead Senior Care, Visiting Angels Senior Home Care, Interim Healthcare, Senior Helpers, Comfort Keepers, Right At Home

Tanning Salons
Planet Beach, Image Sun, The Tan Company

Tax Preparation
H&R Block, Jackson Hewitt, Liberty Tax Service

Virtual Offices
Regus, HQ, Alliance Business Centers, Premier Business Centers

Weight Loss Centers
L. A. Weight Loss, Jenny Craig, Physicians Weight Loss Centers

Miscellaneous
Culligan, Kinetico, Rainsoft, New Horizons Computer Learning Centers, Whole Foods Market, Pop-A-Lock, It’s Just Lunch, American Express Travel Offices, AAA Travel Office

With 25 years of experience, they provide auto transport services nationally but serve a lot of customers in Florida, so it is important for them to establish local visibility online.

It is a best practice for Fairway Auto Transport to ensure their NAP (name, address, phone number) is consistent across all business data providers, business directories, their website, and even their auto transport blog.

Data providers include InfoUSA and Localeze.  Business directories include search engines, internet yellow pages (IYP’s), interactive directories (like Kudzu & Citysearch), local business directories, and industry directories.  An example of an industry directory for Fairway Auto Transport would be Transport Reviews.

Catalyzed by Yelp’s success with local business reviews (29 million monthly unique visitors and 9 million reviews), Yellowbook.com has been running a contest for nearly a month that compensates individuals for writing reviews: 

What would you do with $10,000? Make your dreams a reality with Yellowbook’s Imagine What You Can Do Review & Win Contest. Two $10,000 Grand Prize packages will be awarded to the Top Reviewer (most points) and the person with the Best Individual Review posted on yellowbook.com. And that’s not all - TEN lucky winners will each receive a $500 American Express Gift Card in our weekly sweepstakes (one winner per week).

It’s as easy as writing a review. Share your experiences to WIN! Get started now. The contest clock starts ticking January 18, 2010 and keeps going until March 31, 2010.

The current leader has 5,478 entries.  How does this compensation impact the integrity and accuracy of the contributions?

In a recent article I pointed out that Google could not afford to get rid of AdWords in lieu of Local Listing Ads because the ad revenue is very limited with Local Listing Ads.

It appears that net revenue created by a combination of AdWords/Local Listing Ads could not compete with the AdWords model flying solo.

In addition, I pined that Google couldn’t replace the 7-Pack with Local Listing Ads.  But what if they offered an advertising enhancement to local business listings–something to make your listing “pop” within the 7-Pack and Google Maps results?

They have done just that.  Google Enhanced Listings allow a business to stand out with an “enhanced” presence on the 7-Pack or in the map-related listings on the SERP.

Local businesses can call attention to something it wants to highlight to customers and/or prospects: a menu, a coupon, a video, for example.

The cost is $25 per month and the business can choose from one of seven types of enhancements, drawn from content in the Local Business Center.

The available categories of enhancements include the following:

• photos
• videos
• website
• coupons
• directions
• menu
• reservations

Will this offering, at a cost of $300/year, per location, create a return on investment?

The promotional offer applies to local businesses that have verified their local  listing(s).

“I got a letter from Google today with $100 worth of free advertising.

The letter is being sent out to businesses with claimed LBC listings and starts out saying “You already use Google’s Local Business Center to help customers discover your business online when they search locally on Google or Google Maps.

Then goes on to explain the effectiveness of search advertising.

I have included an image of the letter for your enjoyment.”

Nifty’s article goes on to ask the question, “…why would Google be promoting AdWords to LBC users if they are planning to launch local listing ads any time soon?”

Why Google Is Promoting AdWords To LBC Users

In case you are not familiar with Google’s Local Listing Ads program, here is a screenshot:

The Local Listing Ads platform provides local businesses a turn-key advertising solution for a flat monthly fee.  No bid management, no keyword selection, no geo-targeting–just select your Categories and purchase.

This option will increase the number of Google advertisers and puts to bed the issue of click fraud for small entities with very limited budgets.

Still, there are numerous reasons why AdWords is a viable advertising platform alongside Local Listing Ads:

1.  Ad Inventory

There is a limited amount of ad inventory available for Local Listings Ads.  In my opinion, displaying more than four Local Listing Ads for any given search is just clutter and creates a negative user experience.

Alternatively, replacing the “free” local business results (Google 7-pack) with only paid listings would be problematic for Google.

On another note, piling AdWords on top of Local Listing Ads on top of local business results on top of organic results and additional universal search elements is also a blow to user experience.

I personally believe the AdWords ads should only be presented in the sidebar if Local Listing Ads are present.

2.  Ad Revenue

Ad revenue for the Local Listing Ads program is limited to inventory and flat monthly fees.  Conversely, AdWords is bound by neither.  Engaging LBC users with the AdWords option increases ad revenues.

3. Long Tail Search

As it stands today, Google doesn’t present local business results for long tail searches.  To give you an example, the screenshot below displays side-by-side search results for the keyword sets “dry cleaners Dallas” and “organic dry cleaners Dallas.”

As a result, it is unlikely you will see Local Listing Ads for the search “organic dry cleaners Dallas,”  which clearly conveys local intent.

4.  User Preference

Why not give users options?  The Local Listing Ads simply display local businesses with very little detail.  On the other hand, AdWords offers the advertiser space for marketing copy.  A compelling call to action is often the difference maker to convert competitive keyword sets.

That is my take.  Can you think of additional reasons?

“Back in 2008, when Pat Sexton and I were brainstorming the ideas that would eventually turn into GetListed.org, one of our very first long-term goals was to put together a low-cost, non-profit seminar series that would introduce business owners to the world of online marketing.  It pleases us greatly to announce a major step towards that goal: the very first GetListed.org Local University event in Spokane, WA on February 4th.”

David has assembled an all-star cast of local search marketing consultants to present the intensive sessions including Matt McGee, Mike Blumenthal, Mary Bowling, and Ed Reese. 

Here is a look at the Agenda:

Spokane is the first stop and the game plan is to focus on markets a step behind tech leaders San Francisco, New York, and Seattle.

The charter event takes place on February 4th and is sponsored in part by the Google LBC, the Spokane Convention & Visitor’s Bureau, Launchpad Inland Northwest, The Pacific Northwest Inlander, and Spokane’s Bangkok Thai Limousine.

The seminar fee is only $129 (I have seen less impressive seminars range between $275 - $450) but attendees can save $50 today by using the coupon code mihm2010.

This announcement is great news for SMB’s ready to embrace local online marketing strategies.  If you are interested in applying local search marketing best practices to your small business, and getting a competitive edge in your market, this seminar cannot be missed.

Aaron makes an important point regarding Google’s lack of ethics–how Google is abusing their universal search results to spam searchers with YouTube results.  He goes on to make the case that Google could repeat this type of behavior with additional acquisitions such as Yelp, stating:

“…as soon as Google gets a market dominant position, you can bet on them locking it down to enhance ad revenues. The secret search relevancy algorithms, AdWords ad quality score, using AdWords rebates to push Google Checkout, always-on search personalization (even when logged out), mystery meat payout rates to AdSense publishing partners, universal search algorithms that allow them to arbitrarily promote their own websites, YouTube cloaking, etc etc etc”

Aaron then points out that Google jumped the gun on Yelp by integrating Yelp reviews in their AdWords ads before the acquisition was finalized:

I was not aware Google was testing this.  It is certainly a great way to leverage the Yelp brand if Google was able to acquire them.  Follow Greg Sterling’s updates on Google-Yelp developments here, here, here, here, and here.

Aaron also addresses the Mahalo hypocrisy here and here.

Four Reasons To Optimize Your Free Business Listings Now

There are four primary reasons why you need to be proactive and optimize your business listings for local search in multiple, trusted directories.

First, each directory has their own audience/sphere of influence to bring visibility to your local business listings.

Second, many of the listing and category pages of these directories appear in the organic results of search engines and mobile search.

Third, many of the directories listed below publish local business reviews that are displayed in Google local business listings.

Fourth, when Google finds your business listing in a trusted directory through a web crawl, they often cite the web page featuring your business within your Google local business listing, also known as your Place Page.

Here is an example:

Why are web citations important?  Because each citation is considered a vote of trust in the eyes of Google–the more votes you have, the higher your listings can rank in Google’s local business results.

Web citations help you rank higher in Google’s local business results

There are other very important factors as well, and local search expert David Mihm features a perennial list of local search ranking factors that explains almost everything you need to know about ranking your local business listings in the Google 10-Pack 7-Pack.

The List Of Online Business Directories

Many of the directories below allow you to enhance your free business listings with keyword-rich business descriptions, categories, products/services, and more.  Be prepared to provide/update the following information:

• Business Name
• Address
• City
• State
• Zip Code
• Local Phone Number (Do not use an “800” number)
• Fax Number
• Business Description
• Business Category - Ex. Automotive
• Business Subcategories - Ex. Auto Repair, Auto Glass Repair, Brakes
• Website Address
• Email Address
• Service Area
• Brands Offered
• Products/Services
• Year Established
• Hours of Operation
• Coupon Information/Special Offers
• Payment Options
• Business Associations/Affiliations/Awards
• Call to Action
• Tagline
• Logo Image or Link
• Business Photos/Images
• Product or Service Photos/Images
• Videos

Most of the directories listed below link to the page where you can claim/verify your current local business listings, or submit a new business listing.

Data Providers

1. InfoUSA

You can’t search the InfoUSA directory directly, but it is one of the most important databases to maintain up-to-date, accurate business listings.  InfoUSA calls every business to verify information, assuring accurate listings.

Companies can add new business listings or update an existing one.  Allow 60 days for verification.

2. Localeze

Localeze bills itself as “the largest online content management company serving businesses, local search engine publishers and ready-to-buy consumers.”  They provide brands (with multiple locations) the #1 solution for business listing management, featuring contractual agreements with an impressive list of distribution partners.

Businesses can submit a new listing or update an existing one.  Allow 30 - 60 days for updates/inclusion.

Search Engines

1. Google Maps

Google dominates local search market share with a hefty 26% share so you need to be here.  Google collects data such as reviews, business hours, photos and more from trusted partners and various websites, and combines this information with what you enter in Local Business Center.

Businesses can submit a new listing or update an existing one.  Verify your listing by phone if possible.  If you have access to the phone number on your listing, choose phone verification.  Google will call you and, once you enter a PIN, your listing will immediately be verified.

Google is launching a turnkey local advertising service called Local Listing Ads.  If you don’t have a professional website you can use your Google Place Page for your advertisement.

2. Yahoo Local

Yahoo offers basic (free), enhanced, and featured listings.  Many categories in Yahoo Local rank well in the organic results of Google search.

Businesses can submit a new listing or update an existing one.  It is standard for a listing to remain in “Review Pending” status for up to 5 business days from submission.

3. Bing Maps

Similar to Google and Yahoo, Bing search displays local business results for searches that DO NOT have a geo-modifier.  For example, a search for “hair salon” yields a set of local business results for the city I am in.  The Sponsored Listings in Bing Maps are managed by Yellowpages.com.

Businesses can submit a new listing or update an existing one.  You can verify an existing listing by phone.  For new submissions, you will receive a verification letter in 2 – 4 weeks which includes a PIN number.

4. Ask City Search

AskCity has recently changed their name to Ask City Search and does not offer the ability to create or update local business listings because their published listings link to Cityearch.com business listings (below).

Internet Yellow Pages (IYP’s)

1. SuperPages

Businesses can submit a new listing or update an existing one.  Your listing will be live within 24 to 48 business hours (no updates occur to SuperPages.com on Saturday or Sunday) pending approval by the Quality Assurance team.

2. Yellowpages.com

Businesses can submit a new listing or update an existing one. Once your listing has been reviewed and accepted, it will be published within 30 business days.  Free listings remain active for only 12 months and Yellowpages.com will send you a reminder to resubmit your listing one month before your listing expires. There is no charge to renew your free listing.

3. Yellowbook.com

Businesses can submit a new basic listing.   You can enhance a new or existing listing by advertising with Yellowbook.com.  After submitting your new listing you will be contacted by an account representative.

4. DexKnows.com

Dex does not accept new business listings unless you advertise with them.  Submit your listing to Localeze for inclusion into the Dex index.  You can update an existing listing by creating an account with Dex.

Interactive Business Directories

1. Yelp

Businesses can submit a new listing or update an existing one.  New and updated listings go live upon email verification.  Yelp leads the way in online review interactivity by providing an interface that allows businesses to address complaints publicly (and directly), and thank customers privately.  Yelp is awesome for business and rapidly growing.

Yelp was founded in 2004 and surpassed the IYP’s in traffic earlier this year.

2. Citysearch

Citysearch does not accept new business listings (Note: The Add a business form is still not working).  Submit your listing to InfoUSA for inclusion.  Existing listings may be updated by clicking on the “Own this business?” link associated with the corresponding listing.

Citysearch is one of the oldest local business directories as it was originally MSN Sidewalk in the mid 90’s.

3. Insider Pages

Businesses can submit a new listing or update an existing one.  New and updated business listings are published immediately.

Insider Pages is a local search property of Citysearch, acquired in the spring of 2007.

4. Kudzu

Businesses can submit a new listing or update an existing one. New and updated business listings are published within 48 hours.

Kudzu was founded by Tom Bates, Nancy Nethery and Frank Bongiorno.  It is owned by Cox Search Inc., a subsidiary of Cox Enterprises.

5. Local.com

Businesses can submit a new listing or update an existing one.  Local.com will provides you with a listing confirmation number.  New listings are live in 1-2 business days.

Local.com was launched in 2005 and Borrell Associates recently named Local.com one of the top three fastest-growing local online advertising companies in North America.

6. Open List

Open List does not accept new business listings nor do they offer businesses an option to update or enhance existing listings.  Submit/update your listing through Localeze.

Founded in 2003, Open List is part of the Marchex Network, which features over 200,000 local and vertical Web sites that attract more than 33 million unique monthly users.

7. Judy’s Book

Businesses can submit a new listing or update an existing one.  Local Business listings are published upon approval.

Google publishes Reputation Trends from Judy’s Book in their local business listings.  Judy’s Book is currently offering an app (beta) that publishes Judy’s Book reviews on the websites of corresponding businesses.

8. YellowBot

Businesses can submit a new listing or update an existing one.  Per YellowBot: “Due to the volume we receive and because of the fact that we take the time to verify each and every new submission we receive the time it takes to show up can vary. If you do not see you listing within a few weeks just drop us anther email. Include your business name, location and the date of submission and we will look into it for you.”

In 2008 YellowBot won an SES award for Most Innovative New Search Engine.

9. bizjournals

Businesses can submit a new listing or update an existing one.  Per bizjournals: “Thank you for your listing submission.  Our customer service staff will promptly review your listing and send you a confirmation when the changes are posted to the directory.”

bizjournals is the online media division of American City Business Journals, the nation’s largest publisher of metropolitan business newspapers. It operates the web sites for each of the company’s 40 print business journals as well as a local online business directory.

10. Merchant Circle

Businesses can submit a new listing or update an existing one.  New and updated business listings are published immediately.

MerchantCircle launched in June 2006 and was awarded the title of “Media Newcomer of the year” by AlwaysOn magazine in 2007.

11. BOTW Local (Best of the Web)

Businesses can submit a new listing or update an existing one.  Once you verify your submission by email, your submission will be placed into queue for one of BOTW’s editors to review.

BOTW launched as a general web directory in 2002.  In 2008, they launched their local search offering, BOTW Local. BOTW Local provides users with detailed business information for over 16 million businesses in the US.

12. Fave

Businesses can submit a new listing or update an existing one.  New and claimed business listings are published immediately.

Launched in 2008, Fave differentiates their local business listings with video and banners provided by business owners.

13. CityVoter

Businesses can submit a new listing or update an existing one. Per CityVoter: “This listing has just been added and will be reviewed by the CityVoter team for accuracy. Until then, this business will not be generally accessible on this site - thanks for your patience!”

CityVoter partners with local media entities across the nation to provide local business listings, including tips and recommendations.

14. HotFrog

Businesses can submit a new listing or update an existing one.  New and claimed business listings are published immediately.

HotFrog was first launched in Australia in May 2005 and has since grown to cover upwards of 19 countries and contains over 10 million company listings.

Additional interactive directories to consider include Praized, CitySquares, and ShopCity.com.

Local Business Directories

I define local business directories as directories exclusive to a city or region.  Examples include local newspapers and city directories.  For the purpose of this article, I am going to use Scottsdale, AZ as the city of focus.  Find valuable local business directories by scanning through the web citations of competitors and other local businesses in Google Maps.

1. AZCentral.com

Businesses can submit a new listing or update an existing one.  Business listings are powered by Local.com.

Launched in 1995, AZCentral.com is the interactive division of the Arizona Republic, Phoenix, Arizona’s daily metropolitan newspaper.

2. Shop in Phoenix

Businesses can submit free listings.  After registration, you will be contacted by phone to finalize the approval of your free listing and review advertising opportunities.

3. Scottsdale.com

Businesses can submit free listings.  Per Scottsdale.com: “We have received your form submission. Someone will get back to you if necessary.”

4. Directory of Scottsdale

Businesses can submit free listings.  Per Directory of Scottsdale: “Your site was submitted and is now awaiting approval.”

Vertical Business Directories

Vertical directories list businesses by industry and location.  For the purpose of this article, I am going to use Dry Cleaning as the industry of focus.  Find valuable vertical directories by scanning through the web citations of competitors and other local businesses in Google Maps.

1. DryCleaners.org

Businesses can submit free listings.  Upon submitting your listing, an email will be sent shortly to the supplied email address.  Check your email and click on the verification link to activate your listing.

2. GreatAmericanCleaners.com

Businesses can submit free listings.  Email GreatAmericanCleaners.com for inclusion into their index.  Listings are published upon approval.

3. DryCleaningCompanies.com

Businesses can submit a business listing for a one-time fee of $24.  DryCleaningCompanies.com offers a free listing in exchange for a link back to their website.

There you have it.  Make it a priority to increase your local search visibility and generate more traffic to your local business listings.  Claim/submit your listings in trusted directories, optimizing them for targeted keyword sets.

Yellowpages is right behind Yelp and if AT&T Interactive were to act on Greg Sterling’s insight, they could create quite a powerhouse.

Citysearch and SuperPages are neck and neck.  Is the Google Trends data accurate?  This data doesn’t measure flush with the recent TMPDM/comScore study of Local Search Market Share.  Is it apples and oranges?  Do TMP and their study bias IYP’s?  Here’s a look:

TMPDM/comScore Study, Local Search Market Share (2009)

In the TMPDM study SuperPages is identified as the Superpages.com Network, which includes the following search alliances:

• WhitePages Network
• SearchBug.com
• Lycos
• Bigfoot.com
• b2bYellowpages.com

All of the local searches emanating from these web properties land on Superpages.com, Yellowpages.SuperPages.com, or Clicks.SuperPages.com.

Say we toss out the “Daily Unique Visitors” filter displayed in the Google Trends screenshot above and just focus on visits.  Here are the numbers from Compete.com:

Yelp yields approximately twice the traffic.  The case can be made that more of Yelp’s visits are socially oriented than SuperPages.com (social interaction is sticky and sticky builds brands).

Still, how does TMPDM/comScore determine that in June of 2009 the Superpages.com Network had 7.5 X the local search share of Yelp?

I am likely missing some vital data here so I encourage others in the know to share their insights.

***UPDATED***

Rather than create another post, I also want to chime in on the quality of results and search experience (yes, my ADD is kicking in).  Here are screenshots of Yelp & SuperPages results for the search “oil change Scottsdale, AZ:”

Yelp provides actual oil change locations in Scottsdale, AZ, starting with the first result.  SuperPages doesn’t.  The first eight results in SuperPages feature three automotive brands (the Sears listing repeated) and four search arbitrage sites (very negative user experience).  None of them feature a Scottsdale location, nor are the associated websites targeted for location.

In addition, the map displayed in Yelp features Scottsdale results.  The map in SuperPages features the entire Phoenix metro and does not make for an optimal user experience based upon the search criteria.

Finally, when you get down to the first result in SuperPages that actually displays a location, it isn’t Scottsdale.  It is a Phoenix location–another negative user experience.

While it may be wrong for Google to charge local businesses a fee to remove sponsored ads from their listings (a la Merchant Circle), common good business sense should compel Google to remove the ads from the business listing of any business subscribed to their new Local Listing Ads.

If you’re not familiar with Local Listing Ads, it is a new local online advertising service Google has currently rolled out to the markets of San Diego and San Francisco for testing:

Local Listing Ads is a turnkey advertising solution for SMB’s that doesn’t have the risk of click fraud abuse that Google AdWords does.  Last month David Mihm chronicled the highlights:

• Only businesses with claimed LBC listings are eligible to participate.
• The landing page MUST be the business’s LBC URL or its Place Page.
• The ads are tied to ONE category selected as part of the claiming process.  No keyword research on the part of the SMB is required.
• Up to four LLA’s will appear either above or beside the real estate reserved for Local results in Universal (more on this below).  These will be rotated, though Google would not get into specifics on the interaction between pricing and demand/saturation in a given market.
• Some form of support (likely email) WILL be available to SMB’s who purchase these ads.
• The product is currently in Beta in San Francisco and San Diego ONLY.  At the moment, this is only an experiment Google has no definitive plans or timetable on if or when this might roll out elsewhere.

Mike Blumenthahal shares interface screenshots and updated details.

How Should Google Improve Local Listing Ads?

1. As previously mentioned, I would like to see Google remove the sponsored listing ads from the business listings (Place Pages) of any business subscribed to the local advertising service.
2. I think Google should continue to publish AdWords ads, but only displayed on the right sidebar to remove the clutter-ry feel if Local Listing Ads are present (as presented in the screenshot above).

The Local Listings Ads program will be immensely successful, even in smaller cities and frequently traveled towns.  How do you think Google can improve Local Listing Ads?

The content you present to search engines and prospective customers can make or break opportunities to generate local business online, especially if the prospect has never heard of you before (brand awareness = trust).

The right way to build a small business website, designed to produce local customers, is to present the content your prospective customers are searching for.  I brand this reflexive content.

Through years of keyword research and access to search analytics for well-known brands (with thousands of locations), I can share how people generally search for local businesses.

Reflexive Content

Let’s say you own a chain of dry cleaning stores in Scottsdale, Arizona.   The image below illustrates the pages of website content, and is followed by specific descriptions of each content category listed:

1. Products & Services

Your website must describe, in search engine friendly text, all the types of services you offer and prospective customers are searching for.  Here is a handful of sample phrases:

• dry cleaning
• organic dry cleaning
• green dry cleaning
• 24 hour dry cleaning
• same-day dry cleaning
• dry cleaning pickup & delivery
• dry cleaning drive-through service
• wedding dress dry cleaning/wedding gown preservation
• bedspread & comforter dry cleaning

Prospective customers are also searching for pricing and most businesses detail prices, costs, fees, or rates on their products and services pages.  Some businesses omit displaying prices for competitive or other reasons, choosing to prompt prospective customers to call for pricing.

2. Coupons & Promotions

Local searches for coupons, discounts, promotions, and the word “cheap” have sky-rocketed since 2007.  For many dry cleaning businesses, coupon marketing is the standard to compete.

If coupon marketing isn’t appropriate for your business model, consider other promotional offers such as a reward or loyalty program. Clearly state your coupon or promotional offers, fully describing the related products and/or services, using search engine-friendly text.

3. About Us/Biography Page

The About Us page is your opportunity to share the story of your business, professional affiliations (chamber of commerce, associations), community involvement programs (hanger recycling program, for example), and any other key details.

Though much of this content is designed to convert existing website visitors by building trust, you will be surprised how much of this content is actually searched by prospective customers.  Similarly, a biography page is appropriate for individual professionals, such as LA headshot photographers.

4. Contact Information Page

If you have multiple locations it is important to feature “corporate” contact information, especially for customer service searches.  Aside from a central phone number and address, you should include a contact form for comments and questions followed by customer service policies and frequently asked questions in search engine friendly text.  FAQ pages tend to get a fair amount of visibility and traffic in the long tail of search.

5. Locations

Location searches generally represent immediate business.  The right way to present locations on your website is to create a unique, search engine friendly page for each physical location.

If you don’t have too many locations (think ten or less) I also recommend  creatively linking to each location from the home page as well as your Locations web page for the link juice.

The main Locations page should link to pages that represent all of your physical locations, and each physical location page should include the following elements:

• Address (Addresses on your website need to be exactly the same as they appear in business directories like Google Maps)
• Directions using well-known landmarks, freeways, and/or major intersections
• Local phone number
• Email address
• Google Map pinpointing your location
• Hours of operation & Holiday hours
• Payment options
• Service area

The report notes that Google has overtaken online business directories in both IYP/local searches, where it has a 26 percent share, and in local portal searches, where it has a 45 percent share. But that doesn’t mean that the Yellow Pages industry is on the ropes.

While Yellow Pages usage is down three percent and now comprises 28 percent of local search, Internet Yellow Pages have jumped from 19 percent in 2008 to 21 percent of all searches. In certain categories, such as home services, IYP account for nearly half of all searches.

“By adapting to the world of online search, the Yellow Pages are proving to be a competitive and effective cross-platform reference,” notes the report. But local search remains very low on the totem pole for certain categories.  

In another example of adapting to the world of online search, R.H. Donnelley property Dex has recently been shooting up all over Google local searches.  Dex places advertisements with co-branded landing pages (powered by Dex) on Google for a number of categorical searches for local businesses.

I did see something similar to this on behalf of YellowPages.com last year with local automotive and professional services searches but they seemed to have dropped off.

I don’t know if this is just a short-term, introductory promotion (Google promo?), or if they are truly getting traction with local businesses advertising on Google AdWords–and this is part of the local online advertising mix.

What Caught My Eye

For the Google search “Scottsdale landscaping,” seven of the ten published AdWords ads were powered by Dex:

The Dex landing pages are published on local-business-branded domain names, allow visitors to send the page via SMS or email, and feature the following business details:

• Business logo
• Enlarged business name and phone number
• Tagline
• Business address, Google map, & Google street view
• Business categories
• Products & services
• Specials
• Business description
• Images of corresponding yellow page print ads
• Payment options
• Hours of operation
• Service area

The first ad presented was for Moon Valley Nursery (note the location appears to be wrong–Las Vegas?):

The third ad presented was for Arizona Trellis (note the toll-free number):

The fourth ad presented was for Senor Mist:

The fifth ad presented was for E-Scapes Land Design:

The seventh ad presented was for Green Keeper:

The ninth ad presented was for American Handyman & Landscaping:

The tenth ad presented was for Sunrise Maintenance & Lawn Service:

BlitzLocal’s CEO, Dennis Yu, incorrectly points to these Dex landing pages for PPC as an attempt at SEO on David Kyle’s blog, also cited on SEOmoz.

In fact, because some of these landing pages use tracking numbers provided by Telmetrics, it is essential they are not optimized for search due to local indexing issues, extensively covered by David Mihm here and here (one of the pretenders?).

I am impressed with the aggressive investment Dex and the other IYP’s (SuperPages.com, YellowPages.com, Yellowbook.com) are making in local online advertising (via TV, radio, & online campaigns).

Local online advertising is blowing up in 2009 contrary to the ridiculous speculation by BusinessWeek and other nattering naboobs of negativism in the traditional media ranks.

What will 2010 bring?

When Google and Google Maps users click to learn more about your business listing, they’ll now see a new layout, with new information that we think will make it easier for them to learn about - and decide to purchase from - your business.

We’re calling this new feature Place Pages for Google Maps, and it allows people to view your basic business information, ratings, reviews, related maps, nearby transit and even a look at your business on Street View in Google Maps - all in one snap shot view. Previously, users had to click through several tabs to get a good view at everything about your business.

With this enhanced page, we expect even more potential customers to be viewing these pages, so it’s especially important to make sure that your basic information is accurate, and that you’ve added enhanced content like coupons, photos, and hours (hint: it’s free to do all of this). We’ve made a short video featuring the Place Page of Kasa Indian Restaurant in San Francisco, to give you a closer look at what this means to your business.

To make sure your business’ Place Page looks as good as it can, update your content in your account at https://www.google.com/local/add.

Why the new layout?

Google’s directive is to make their new local advertising solution, Local Listing Ads, available to everyone, including small businesses that lack a professional website.

In other words, your business’ Google Place Page can be used as a landing page option for Local Listing Ads, and this solves the problem for small businesses that do not have a professional website; the Place Page will serve as their web presence.

Take, for example, a search for “San Diego hair salons.”  Note the web addresses displayed for these two competing hair salons advertising on Local Listing Ads:

Hair Extensions By Randina uses their Google Place Page and Hair by Douglas Saboe personally engages the prospective customer with his professionally designed website.

I do not recommend using your Place Page as a landing page for local online advertisements because you cannot control much of the content and competitive ads are granted full-on display above the fold. 

Would you showcase your direct competitors in any other form of advertising?

Ideally you want to create a professionally designed landing page for local business with reflexive content (the content your prospective customers are searching for) and clear calls-to-action.

Google Displays “Reputation Trend” In Local Business Listings

Inside the Details section of the new Google Maps business listings, also called Google Place Pages, you may see a field called “Reputation Trend.”

Let’s say you’re looking for a hair salon in Seattle:

Next step, you check out the Google Place Page for the first business listed in the Google 7-Pack of local business results, the Gary Manuel Salon.

Within the Details section you find the link, Reputation Trend.

What Is A Reputation Trend?

The Reputation Trend field links to a trending measurement (moving average) of ratings on a scale of 1 to 5 stars, on the website JudysBook.com.

The Reputation Trend field only populates in Google Maps business listings if there are reviews on the corresponding business listing in Judy’s Book.

Here is the Reputation Trend for the Gary Manuel Salon in Seattle:

From a strategic business perspective, it makes sense for Google to breathe new life into the relaunched Judy’s Book review website while shifting focus from the rapidly growing threat of Yelp.

What changes to local will Google have in store for us next week?

1.    Creating a professional web presence

2.    Establishing online visibility where your local market searches

3.    Providing reflexive content—the exact information your customers are looking for

However, being seen and heard online by prospective customers will not be enough in the future.  By 2012, the majority of small businesses will be following many of the same local online marketing principles, then what?

What is your competitive edge?

I’m going to provide you with some ideas and challenge you to raise the ante and become the market leader in your locale. 

Market leaders don’t sell prospects on their products and services, they make it impossible to say “No” by oozing trust and credibility.

I’m not talking about posting a handful of testimonials and positive reviews on your website—a tactic I DO NOT recommend unless it convincingly passes the sniff test.  This was effective in 1998 but can actually hurt your business if not properly executed.

One form of credibility is building trust through meaningful and authoritative associations.

For the purpose of this article, I am going to use the home page of the website Shanghaigardenexpress.com, a Phoenix, AZ restaurant, to demonstrate tips you can use to create trust on your small business website:

The first recommendation is old school simple but effective.  Build trust promoting the internationally-accepted Visa and Mastercard for payment:

Why not emphasize your use of quality vendors? (using local vendors will expand your sphere of influence in your market and is a great cross promotion for both businesses):

Join a locally recognized association:

Build trust with a link to your local Chamber of Commerce (but only if you are a member!):

Promote any awards you have been honored with, such as “Best Small Business of the Year:”

Link to articles written about your business in the local paper: 

Better yet, link to an article written about your business in a prominent national paper:

Promote your recognition in the “Best of” issue of a local city magazine:

Trumpet your recognition in the “Voted the Best” issue of a local community paper:

These are just a handful of ideas to stoke your creative fire.

Trust is sticky. Build it through meaningful and authoritative associations.

Online interactivity has changed the landscape of local business marketing.  The stage is rapidly moving online and the consumer plays a supporting role.

Local brand marketers and small businesses need to understand and embrace this reality to remain competitive.

Local online business reviews (and ratings) featured on search engines and business directories impact consumer impressions and actions.

Here’s what you need to know to form a proactive strategy:

1. Simply having business reviews on the search engines or interactive directories like Yelp, InsiderPages, Citysearch, Yellowbot, Openlist, Kudzu, CityVoter, JudysBook, SuperPages, Dex Knows, Yellow Book, and Yellow Pages boosts your local search ranking in Yahoo and Google.

 

2. Interactive directories like Yelp allow you to join the online conversation about your business—you can address complaints publicly (and directly) and thank customers privately through the Yelp interface. Yelp is growing faster than the internet yellow pages (IYP’s) and has become the industry model.

 

3. Online reviews inform you about customer experiences and provide actionable business intelligence.

 

4. Leverage raving reviews in web assets like your website or social media profiles. For example, Carpet Dry Cleaning Inc of Raleigh, N.C. has 1,282 customer reviews presented in their Google Maps business listing! How did they do it? On the homepage of their website they actively promote the fact that they are rated #1 on Citysearch with 1,562 online reviews, 1,366 of which are rated Five Stars.

 

5. Offer customers an incentive in the form of a discount for creating a review if they are happy with your service. This tactic tends to generate positive customer reviews due to the quid pro quo nature of the transaction.

 

6. Entice customers to write online reviews by automatically enrolling them in a giveaway or drawing.

 

7. If your Google Maps business listing only has a handful of reviews and they are all negative, encourage loyal customers to write online reviews to dilute the negative-only impression.

 

8. Two important realities to understand about online customer reviews; 1) You can’t remove negative reviews, 2) You might not be able to find out who the review is from.

 

9. Having positive reviews ONLY is a negative. Negative reviews do not hurt a product/service as long as there are also positive reviews associated with it.

 

10. Negative reviews are good for business.

 

11. DO NOT create your own online business reviews. Posting fake reviews of your own business is a quick way to lose your listing and destroy your business reputation online. One New York company was forced to pay $300,000 for fake online reviews.

 

12. A negative business review provides you the opportunity to engage an unsatisfied customer and correct the problem. Turning nasty in response to negative reviews just reflects poorly on your business and does nothing to convince people to trust you above the negative reviewer.

 

13. Encouraging customers to share their experiences in online reviews builds trust and loyalty. Ask your customers for reviews in a follow-up email or online newsletter. Link to your business listing’s review section in a specific directory or search engine listing.

 

14. Politely ask your customers for reviews in company stationary or documentation—including invoices, receipts, and thank you cards. Direct them to a specific URL(s). Use a URL shortener if appropriate.

 

15. Google displays citations from consumer protection websites like Ripoffreport.com within Google Maps’ business listings. If you find your business in this predicament, file a rebuttal on the Rip Off Report article and engage the complainant directly.

 

16. Your company and product/service perception is not what you say it is anymore, but what Google says it is.

 

17. If you suspect a competitor has posted a negative review on Google Maps, encourage loyal customers to simply flag the questionable review as inappropriate, stating the reasons why, and then encourage them to post their own positive experience. What if your ex-wife is posting fictitious reviews?

 

18. Monitor your online reviews by subscribing to Google Alerts or the new reputation management tool by Marchex, featuring “every blurb, blog, comment, critique and glowing review about your business.”

This hilarious video about online customer reviews sums it up (h/t, Get Elastic):

Not every business is as glamorous as Tiffany & Co. or as admirable as Apple. Most businesses require an exceptional commitment to customer service in order to increase market share and out-market local competitors.

Get a step-up on your local competitors with a proactive strategy for local online business reviews.

From Greg’s article on Search Engine Land:

• These are new ad units that will appear both on Google.com (above the “10 Pack”) in local results and in Google Maps. They will not therefore compete with AdWords
• They will not carry any creative, just business name and contact details — and a link/URL
• The URL in the ad can be directed to Place Pages (confirming this earlier speculation from last week) or to a website
• The ads are priced on a flat-fee basis (but prices vary by market and category). Google would not disclose the range, but I believe they begin at $20 per month and may go up to $200 or more dollars. But they’re experimenting with pricing. The first month is free.
• To participate the business must have a verified presence in the Google LBC

It is now clear that Google Place Pages will serve as a landing page for small business owners that do not yet have a professional web presence, but want to advertise on local searches in Google.  Here is an example:

Unlike Google AdWords, Local Listing Ads require no management of the ad creative, keywords, bidding, or budget management. After selecting a standard category that best describes your business, Google determines the cost that ensures the ad is seen by the highest number of people looking for businesses like yours in your location.  The first month is free, and then you will be charged a flat monthly fee.

The Local Listing Ads program will also provide some conversion analytics, such as phone calls, clicks, and requests for driving directions.  Local Listing Ads also will offer free call tracking numbers with a short announcement such as “this caller brought to you by Google,” before each forwarded call.

Look for the finished Local Listing Ads product to dominate the local search landscape for small business, eating up market share from Google AdWords Reseller platforms like ReachLocal and Yodle.  Will Google make the platform functional for brands with hundreds or thousands of locations nationwide?

Here is an example of brands that stuff their local business listing with a geographic modifier in order to rank in the Google 10-pack:

Google really needs to address the issue of local business listing spam for all businesses involved.  Currently, this wild west atmosphere puts local business marketers (including local internet marketing consultants and agencies) behind the 8-ball.

Are we to advocate keyword stuffing for clients in order to compete?

Should my business strategy consulting include a recommendation to officially change the name of an insurance client’s entity to something like this: Cheap Auto Insurance Chicago, LLC?  With the accompanying website, CheapAutoInsuranceChicago.com?

If Google doesn’t start addressing the junky, spammy local business listings soon they will lose market share for local search.  Spammy results are the main reason Google became the search engine of choice over Yahoo and especially MSN earlier this decade.

So what is the answer? 

For starters, remove the weighting of relevance currently applied to business names in the algorithm.  Any other ideas?

Account Suspended!
Your Local Business Center account has been suspended. Please see the Business Listing Quality Guidelines for more information.

This appears to be replacing the “System Error” message that previously was used by the Google LBC to notify an account owner that their access had been blocked, and their listing removed.

The most disturbing aspect to the “Account Suspended” status is that the account owner is unable to access their account and correct violations—leaving the account owner to beg for help and guidance on Google’s help forum.

Personally, I believe there are just as many account owners that don’t know that they are doing anything wrong as there are spammers.  When a small business owner that has little or no experience with local search marketing sees all the spammy listings currently published, they just assume that keyword stuffing is the right way to go.

To avoid having your Google Maps local business listing suspended or flagged, adhere to the following standards:

Company/Organization

Google Quality Guidelines:  Represent your business exactly as it appears in the offline world. The name on Google Maps should match the business name, as should the address, phone number and website.  Do not attempt to manipulate search results by adding extraneous keywords into the title field, and do not include phone numbers or URLs in the title along with your proper business name.

Best Practices:  The best practice, at least currently, is to include your core service keywords but not locations or other descriptions in the name of a business listing.  Below is an example:

Anamorphics Graphic Design

Instead of:

Anamorphics Inc, Phoenix Graphic and Web Design

Google Maps relies on community policing, and it is only a matter of time before this listing is reported by a competitor and suspended.   The Google LBC includes a “Description” field to describe your company/organization with keyword-rich copy, offering 200 characters of space.

Business Categories

Google Quality Guidelines:  When entering categories, use only those that directly describe your business.  Do not submit related categories that do not define your business.  For example, a taxi company might properly categorize itself as “Airport Transportation,” but it would be inaccurate to also use the category “Airport.”  Also, please use each category field to enter a single category.  Do not list multiple categories or keywords in one field.

Best Practices:  The best practice is to create specific, accurate, keyword-rich Category descriptions (you can create up to five unique terms or phrases).  Do not use a geographic modifier such as your city or state in the Category fields.  Do not use multiple, unique phrases/keywords in one Category field.

Business Reviews

Google Quality Guidelines:  Don’t spam or post fake reviews intended to boost or lower ratings.

Best Practices:  Posting fake reviews of your own business is a quick way to lose your listing and destroy your business reputation online.  The best practice is to encourage customers to post their positive experiences as they happen.

Do not encourage customers to publish all their reviews on the same day of the year—it appears unnatural to Google (and prospective customers) if all your reviews occurred within a five day window, right?

Here is a particularly egregious example, also implying that handicapped customers receive a discount for being handicapped.  Hmmm…

What if a competitor is publishing negative reviews to your business listing?

Google Quality Guidelines:  The reviews themselves are not created by Google.  If you feel that a particular review of your business is inaccurate, we recommend that you express your concerns to the webmaster of the site on which this review was posted. If you’re concerned about a review that was submitted through Google Maps, click the Flag as inappropriate link found under the review, and submit a report. If the review is in violation of our Google Maps policies, we’ll remove it.

Best Practices:  If you suspect a competitor has posted a negative review, the best practice is to actively encourage your customers to post honest reviews about your business.  This will serve to dilute the effect of the questionable review.

Ideally, you would like to have loyal customers simply flag the questionable review as inappropriate, stating the reasons why, and then going on to post their own positive experience.

Andy at Local SEO Inc. recommends this strategy with the endorsement of Google Support team member Linda Chau on the Google Maps Help Forum.

If the negative review emanates from a business listing in a directory like Yelp, create your free Yelp business account and engage the reviewer publicly and directly.  This is key to joining the online conversation about your business and managing your online reputation.

Engaging unsatisfied customers builds trust within Yelp’s community.  If the Yelp’er then edits their negative review, because you met or exceeded their expectations, it will also impact the accompanying review published in your Google business listing as well.

Multiple Business Listings

Google Quality Guidelines:  Create only one listing for each physical location of your business. Do not create more than one listing for each business location, either in a single account or multiple accounts. Service area businesses, for example, should not create a listing for every town they service. Likewise, law firms or doctors should not create multiple listings to cover all of their specialties.

Best Practices:  Common sense—creating multiple listings will eventually get you suspended.  Below is a typical example.

Local search marketing in Google is a rapidly evolving industry.  Best practices today may be wrong or obsolete tomorrow.  The main thing to remember, especially with regard to Google, is to use common sense.  Do not do anything that is obviously spammy or would appear unnatural.

From Sarah Kerkian, Senior Insights Associate at brand strategy and communications agency, Cone:

“American consumers continue to have high expectations of companies to support important causes, even amid the recession, and they are quite supportive of cause marketing.  In fact, Cone’s research found that a full 85 percent say it’s acceptable for a company to involve a cause in its marketing.  Now is not the time to be humble.  It’s the time to build authentic and lasting relationships with important organizations and causes and to engage consumers and employees in your efforts.”

I have had the pleasure of working alongside Cone with a national client and am very impressed with their competencies and insights.  They know how to build value for frequently searched brands.

Download Cone’s PDF, Cause in the Marketplace: Current Trends Spring-Summer 2009.

Here are three tips for small businesses to convert local business online by participating in a cause marketing program:

1. Include the cause’s logo on the home page of your small business website.
2. Link the logo to another page on your website that explains your involvement and how you have helped others participating in the cause.  Include a call to action.
3. Write and submit an online press release announcing your involvement with the cause, how you are specifically helping, and how your customers can participate (if applicable). Don’t forget to link the press release to your small business website, and to the website of the cause marketing program.

Here are some research insights from a Cone 2007 survey of over 1,000 US adults:

• Over 66% of Americans consider a company’s business practices when deciding what to buy.
• 92% state they have a more positive image of a company that supports a cause they care about.
• 87% are likely to switch from one brand to another if quality and pricing is the same, but the other brand is associated with a good cause.
• 30% have recommended a product or company after hearing about a company’s commitment to social issues.
• 22% have used the Internet or other technologies to engage in grassroots activism.
• 66% look at what a company is doing in the community when deciding where to invest.

For example, as early as March of 2009, a search for the phrase “dry cleaner” would trigger the Google 10-Pack, featuring local businesses at the very top of Google results—the most sought after real estate in Google.

Google search, “dry cleaner”

Earlier today, online marketer Chris Silver Smith highlighted the effect of Google’s power grab on local search market-share in an article filled with insights entitled “Brave New World For Yellow Pages.”  Utilizing analytical data from Google Trends, Chris reveals a sharp reduction in the number of Google referrals to internet yellow page websites (IYP’s) such as Yellowpages.com and SuperPages.com.

The not-so-subtle change in Google’s focus to recognize local intent in their search results has turned into a gold mine for small businesses with prominent visibility in the local business listings.  This move has also posed the challenge for small business marketers to reach the top of local business results and score a fluid stream of free advertising.

Use these tips from a Google Maps help guide entitled “Creating a great listing” to optimize your free local business listing:

Basic information
When you enter basic information about your business, make sure you include the following:

• Company/Organization: This is the official/registered name of your business.
• Address: Enter your address the same way it would appear on a paper mail envelope.
• Phone number: Make sure to include the area code with your business phone number.
• Website: Make sure to list your authoritative business website as your homepage, since Google uses information from your homepage to help improve search results. The URL you provide can be a maximum of 255 characters.
• Description: Tell users what makes your business special.
• Email address: Let users know how to contact you.

Categories
Categories are ways to classify your business that help Google show your business for the right searches. The Local Business Center will suggest categories that match what you type, but feel free to create your own if you don’t see a category that fits your business. Make sure that the categories you choose are accurate and describe your business well. It’s ok if they’re specific; Google’s search algorithm makes sure that users looking for a general business type, like ‘book stores,’ will see businesses in more specific categories too.

Hours of operation
Let customers know when your business is open.

Payment options
Specify the payment types you accept.

Photos/Videos
Including photos and video adds visual appeal to your listing.

Additional details
Create custom attributes that allow you to include additional information that you’d like customers to know. For example, you can list what brands you carry, or if your business has parking.

Marketing Sherpa, Chart of the Week

Here is how my team defines conversions for local search marketing clients:

• Extended website visits to location pages.  Searches for addresses, maps, hours of operation, etc., generally represent immediate business.
• Tracking phone numbers called from pay-per-click (PPC) or other online advertising campaigns.
• Submitted registration form for coupons.
• Submitted registration form for a quote, analysis, or service information.
• Submitted registration form for a rewards program.
• Submitted registration form for “free” reports or white papers. We like to use free reports for services that require consultation and products that provide an array of benefits.
• Submitted registration form for online promotions such as cause marketing programs.
• Submitted registration form for an email newsletter.

What do you define as an online conversion for local search marketing campaigns?

Related reading:  Mike Blumenthal’s take on Tracking Local Search Traffic With Analytics