Google+ Local (formerly Google Places) is a feature of the Google search engine that is vitally important for localised businesses. Many people use Google to search for a "plumber in Swindon", a "fireplace shop in Gloucester" or a "cake shop in Cirencester", so Google now shows a set of location-based results. Some of these results may be blended results - a combination of an organic page ranking and a Google+ Local listing.
In order to be found when people search for your services in your town, you need to not only have a Google Places listing, but you also need to ensure it is as complete as possible.
How to create a Google+ Local listing
Each Google+ Local listing must relate to a physical presence. If you have a chain of shops in different towns, you could list each individually. PO Boxes don't qualify and each premises must be an individual operation with its own phone number.
Step 1: Go to Google dot com slash places and log in with your Google account (eg, your Gmail - note that this should be the account of the person who will own and manage the listing permanently.
Step 2: Click on "Get your business found on Google" and follow the prompts to complete the information.
Step 3: To verify the listing is genuinely linked to the business owner, Google will either call the phone number or send a postcard to the physical address (this takes two or three weeks). This will provide you with a PIN that you then use to verify the listing.
Optimising your Google+ Local listing
Like most people, you may want to just get your Google+ Local listing finished quickly, but don't leave empty information. Give Google searchers as much information as possible. If your listing shows your opening times, brands you sell, your address, telephone and other information about your business, you are more likely to gain a customer.
Choose categories carefully - the ones that match not only what you do but also what your customers look for. This will impact how and when your listing appears in search results. Ensure you include a link to your website.
Photos and videos
Upload photos and videos that show your premises, products you sell or anything else related to your business, including photos of key members of staff. Ensure all images you upload contain sensible file names - "brandx-widget.jpg" is better than "dsc_300.jpg".
Keywords
Without just keyword spamming your profile, make sure you use important keywords. If you are a plumber who works 24hrs a day, say so in your profile description. Users who are searching for a 24hr plumber will perhaps see your result first.
Don't try to stuff keywords in your business name or select categories that don't match your business. Be accurate.
Fill in additional information
You should add information to the "Additional information" section. Although this doesn't currently show up on the page it adds to your completeness score and affects the ranking of the listing. Two or three fields are sufficient such as date formed, parking availability, number of staff, number of clients, company memberships/certifications etc.
Get customer reviews
Avoid the temptation to write reviews for yourself. Google will spot the connection through your email or your IP address or some other data that shows you are connected to the business. Reviews can no longer be submitted anonymously and will be linked back to a Google profile.
Contact existing customers and tell them about your Google+ Local page. Ask them to write a review for you. A healthy number of reviews shows popularity and this is likely to promote your business in search results against competitors who have an inactive listing.
Don't worry about bad reviews (unless there are suspiciously high amounts of them). A mixture of opinions - good, bad and indifferent - gives more credibility to the reviews. A list of five-star reviews with no bad marks will look like you cheated.
Link back to your listing
On your website contact page, link back to your Google Places listing.
Susan Usher is a freelance writer specialising in the digital landscape. She is currently writing for digital marketing agency Seal based in Birmingham and Shrewsbury.
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