4 Dangerous Myths About Google Local Search Rankings
One great thing about listing your business in Google Local Search is that because it’s free, there’s no way to waste money. But it’s real easy to waste your time on it. As a business owner, you’d probably agree anything that doesn’t help grow your business is a waste of time. Sadly, most business owners get poor or no results from their Local Search listings because they don’t know what they’re doing.
In my experience, business owners fall prey to these four bad myths:
Bad Myth 1: You need a great location to rank highly. You don’t. Some Web weenies claim that whichever business is closest to the geographical center of town holds a trump card over all competitors. Sure, Google gives you a minor boost if you have a central location, but it’s only one factor out of many others. I’ve seen businesses from the next town over rank #1 for local searches in this town. It all comes down to this: if you have a great location, don’t get fat and happy. If you don’t have the best location, don’t despair; there are specific ways you can get found as THE local guy.
Bad Myth 2: You have to name your local listing after whatever your front sign says. Nothing says you need to use your official business name in your listing name, which is that blue link that gets displayed next to the local map. All that matters is whether that blue link of yours contains specific benefits to the customer, includes the name of your city or area, and (most of all) is something that people will actually type into Google Local Search. By the way, if your listing focuses on your name (“John A. Doe, DDS”), change it. Customers don’t care about your name or your official business name; they just want to know you’ll fix their problems.
Bad Myth 3: You can’t position yourself in the market your real customers are in. If you located in a little town or suburb that’s not too far from a larger city, there’s no rule that says you can’t position yourself as serving the larger market. Sure, you can’t say you’re in a metropolitan area you aren’t in (not that it would help you anyway). But if most of your customers are in a more populated area, you may want to get found there. On the other hand, if you’re in an area that has especially stiff competition, but your customers are in a more specific area, you’ll want to target just them. That’s where a tool called Google Neighborhood Search comes in, which lets you get found in a very specific neighborhood (in addition to being visible in your wider area).
Bad Myth 4: That Google Local Search listings are just listings, in that you just put one out there and let the customers roll in. Too many business owners are stuck in the passive phone-book mindset “All I have to do is write my little 2×4 ad square and I’ll get customers calling me up.” True, some businesses owners can pick up a few area customers by just slapping a local listing up there. But they get those customers despite their own laziness. And who knows: maybe they’re fine with having “enough” customers as opposed to more business than they can handle. The bottom line is if you want more than just a trickle of local customers who find you through Google, there are certain solutions you have to use with your local listing, which can put you way above the competition. Doing things with your local listing versus just letting it sit there is what separates the men from the boys.
March 24, 2010 