Google’s latest trick, which these experts also say is the most important, is an update to the front-page search results. When users create a search now, Google quickly detects if the person is trying to find a location-based result. This is usually tripped off by the use of a place name, such as Melbourne or New York.
When this occurs, Google places a little Maps summary next to the main search result, and provides some information on a few location-based results.
This is a huge update for SMEs. If your company happens to show up at the top of a search, it will also put you in a Google Maps summary. If you don’t have any information in your Google Places profile, then you simply won’t show up at all.
Stewart says this is a critically important update for businesses trying to get their business – literally – on the map.
“I think Places is the more important of the two changes here. Today, I put in “Coles” into the Google search and no place entries came up, but then I put into Google the word “Nando’s”, and that gave me some relevant information in relation to where I was.”
Huebsch says the ultimate goal is to make Google Places the default directory for both online and offline businesses – so you don’t even have to a have a website for Google to be relevant.
“Google Places is being designed to take over form local providers. So they want to be the global solution for directories. This is what powers the search on your mobile phone, it’s what will power the search on your computer and they are basically wanting to be only directory, like eBay is the only auction site.”
Taking advantage of the new Google Places isn’t as complicated as tracking AdWords keywords and campaigns. Instead, these experts say individual companies simply need to update their profiles with up-to-date information.
To do so, first businesses need to visit this page. At a basic level, Google Places exists so your business can be found on Google Maps. Visiting this page allows you to sign in and edit some information relating to your business.
The next step is finding whether you actually have a Google Places profile already. This is actually quite likely, as Google sources data from directories including Sensis and TrueLocal, so it’s worth checking out whether you’re on there already.
After signing in, you’ll be taken to this page:
Businesses are encouraged to fill out information including contact details and a description of what it is that your business actually does.
But it doesn’t stop there. The next question is the most important – “Does your business provide services, such as delivery or home repair, to locations in a certain area?”
If you click “yes”, Google opens up more options for you to fill out. This includes information on the areas you service, and the actual distance you cover, which will be shown on the map if anyone searches for you and looks up your details.
Google also encourages businesses to put in more details about your operations, including detailed opening hours and a variety of payment options. Google Places isn’t just about letting people know you’re out there – it’s about how to attract them once they know.
Fong reminds businesses they need to be constantly updating their Google Places account, saying customers will soon realise you are web-savvy and be attracted to your attention to detail.
“Within the Google Places account, they need to specify the “area of coverage” to ensure their Google Places listing is shown to whatever area they cover. Online retail stores like us list the entirety of Australia as our area of coverage.”
Google Places is now part of your search strategy. Businesses need to be constantly updating their details and testing through Maps as part of their SEO – otherwise, businesses will never know you exist.
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
