Does Google Places Drive Website Traffic?

On Mike Blumenthals blog he recently posted a local SEO survey conducted by Brightlocal.com in which they reported that 59% of consumers use Google each month to find a local businesses. Although I don't doubt that, I found this a little harder to swallow... "Local SEOs reported that Google Places was the number one source of traffic and Google organic was number two". This part of the survey really interigued me, but I wasn't convinced that statement was accurate. Especially interviewing SEOs that could be just throwing out numbers without real data to back it. I know us SEOs and web designers aren't in the same category as politicians, but some I feel are pretty close. :)

Since our April showers today turned into a blowing, wet snowstorm, I decided to stay indoors and do some data digging rather than going outside and doing some honey-do projects. At least I can tell her I am working, right?

I decided to look at the actual log stats and examine the referring URLS that all originated from Google. To keep this simple and fast I used 2 different retail websites in different cities in the USA. One has just one store location while the other website has 2 store locations. Both have claimed their Google Places listings and updated the information. Also, neither website has ever used Google Tags or Google Boost/Adwords. I then looked at the stats for the past 30 days and removed any referrers that were not from Google. This left me with just referring links that came from Google, but not always Google in the USA.

Store #1

Store #1 - clikc for full view

Store #2

Store #2 - Click for full view

The first thing that caught my attention was that so few clicks to the client's website actually came for their Google Place's page. It appears the majority of Google Local clicks to the business's website is actually coming from Google organic search results which includes Google Places listings (ie: 7-Pack). What makes me think this is true is the number of clicks to website Google Places's dashboard stats reports versus how many referring URLS include http://maps.google.com/maps/place.
Note: I haven't conducted a big enough sampling to determine if this is true, but from the above it seems to have some real merit.

Also, others things to notice... the purple colored referring URLS I discarded based on the search location doesn't seem to be relevant to the client's location, or the search doesn't appear to be location in nature. As example, some Google searches were from other countries and others are from Google image searches. So in both cases about 10% of the Google searches I felt were not relevant to the stores.

In both store cases there were aproximately 82% of the searches from google.com/search or google.com/url. I refer to those as Google blended search results based on comments made by Mike Blumenthal on this blog.  Without further examination I have assuming Google blended is coming from Google's search engine listings that include both Google organic and Google Places' listings. Further evidence that makes me think this is,  for each business Google Places stated 30-50+ users clicked and went to the business's website in the past 30 days, but the referring URLs  don't show from http://maps.google.com/maps/place, except for 1 user. So where did the rest of the users come from? That leads me to assume all but one came from the Google's search engine normal listing pages.

Also, this is Google's Mobile search window - http://www.google.com/m Any referrers with that URL were from someone doing a mobile search. This is interesting too.. http://www.google.com/m/local?site=local

How to claim and update your business listing in Google Places

Google Places is the name for Google's local business directory. You will sometimes see local businesses listed in Google search results and when you click on Google Maps, or Google Places. Every brick-and-mortar small business should take the time to claim and update their listing in Google Places. So how does a small business claim their business listing and update the information?

Before starting it is best to be prepared with all the business details, including business name, address, phone, business hours, website address, contact's email address, a short business description, product categories, services offered, and major brands. Also, gather up 5- 10 digital photos that will help promote your products and services to online shoppers. Plus, any online YouTube videos you may have too. I use Microsoft's Notepad and insert all the text details before beginning. Planning ahead will save time from having to scramble around the office looking for the details and timing out on the web page.

 Be sure you have an existing Google Account. There are two ways to claim a business listing

One way is to start here at Google Places: http://places.google.com/business. This is best if you need to add a new business listing that doesn't exist in Google Places, or you want to edit a business listing that you have previously claimed. Just log in with your Google Account.

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After logging in this will get you to your existing business listing or help you select and claim a business listing.

If you do not have a Google Account, click on the button that says "Create an account now". By the way, creating a Google Account it is FREE and very simple. You can use your existing email account (you do not need to create a Google Gmail account) and be sure the password you create you write down some where so you don't forget it. Here is a screenshot for creating a new Google Account:

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Pretty simple right?

The second way to claim your existing Google business listing is to first do a search for it on Google and then click on its Google Place listing. You should then see a business listing something like this one:

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If you are the business owner or an authorized person for the company click on "Edit this place". This will take you to page where you can update the business details.

Step #1: Add the basic business details...

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Be especially careful when adding the business categories. You are allowed to add up to 5 categories. Categories should represent your major product groups you sell, or services you offer. This would be similar to what you would list you business under in the Yellow Pages. For example: "Carpet and Rug Dealer", "Plumbing Contractor", "Interior Designer", "Hardwood flooring store", or "Commercial builder". Use them wisely, but be sure to use all 5 if you can.

Step #2: Add payment options and upload any digital photos you have.

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You can add up to 10 digital photos or images. The images / photos could be of your showroom, products, previous jobs, outside of your business, etc.. Anything that might help entice targeted shoppers to call or visit you business.

Step #3: Enter your service area and business hours

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On an earlier blog post I showed how to map out a service area. See: http://blog.marketingyourstore.com/2011/03/mapping-out-your-service-area-in-google.html

Step #4:  Add any YouTube videos and additional details

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If you have any Youtube.com videos for your business you can link them to your Google Places page. We feel that it is such a good idea to add videos we actually help our clients create them for their business. Secondly, you can add additional things about your services, major brands you carry, etc.. Again, this additional information all helps potential customers learn more about your company and hopefully than call you, click on your website link, or stop in your store. When done entering all the information click the Submit button.

Finally, we are getting near the end! Now you must validate your listing with Google either by phone or by postcard mailing to your place of business. If you select Phone, Google will immediately call your business phone number and expect you to answer it. When you do answer it an automated voice will give to a pin number. All the pin numbers I have seen were 5-digit long, like: 49324.

If you select by postcard Google will mail to your place of business a postcard that will contain the pin number. See below...

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 Last step.. hooray!! If you selected by phone and clicked submit you got the call and at the same time Google will show you  a web page to enter your pin number. Like below...

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Type in the box you pin number and click on the "Go" button. That is it! Your Google Place's business listing page will be reviewed and updated by Google in about 24 hours or so.

If you had selected by postcard you will have to go to Google Places, login and then you will see a similar screen as above. Enter the pin number from the postcard and click on the "Go" button, Again, that is it. You business listing has been claimed and updated.

From now on you can go to Google Places to view visitor traffic, impressions, clicks and to make more updates to your business listings when needed. Just be sure you save you Google Account username, password and  bookmark: http://places.google.com/business

I would love to hear any feedback after you try claiming your Google Places business listing.

Dissecting Local SMB Listing Opportunities on Google, Yahoo & Bing

I decided this morning to dissect local search results on Google, Yahoo and Bing using the search term: "plumbers West Bend, WI”. I choose “plumbers” + “a local city” + “state code” which I knew all 3 search engines would assume the phrase to be service and location in nature, thus showing at least some local results along with other results. Also, I knew this city, which is not far from me, has more than 10 plumbers. I also figured there would be plumbers listed that didn’t even have a website as well as others who do. My assumption was correct; of the 10 plumbers listed in the local search engine listings only 5 or 6 have websites (about 50%).

I only looked at page #1 search results on Google Local, Yahoo Local and Bing Local.  I also compared Google Everything, Yahoo All and Bing Web results. The idea was to analyze the search engine real estate and local listing opportunities between the 3 search engines, as well as to compare some of their similarities and differences.

I began with the same search term on each and did screen captures so I could more accurately view and analyze the listings. Then I grouped and compiled the listings into a spreadsheet to help visualize the results and where the best listing opportunities were for local plumbers.

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First thing to point out is that businesses without websites seem to appear in the local search results as much as businesses with a website. In some cases the plumber may have a website that is not listed or claimed yet. That should not be a real surprise, since so many websites are poorly optimized and many local businesses have not unclaimed their listings. Oddly, Google Local had one plumber listed with their website’s title tag instead of their actual business name and the title did not include the word plumber or plumbing. Bing Local listed one plumber twice with slightly different business names but the address, phone and website URL were identical.

It is surprising to me to see Bing Local still allowing the 3 Sponsored Ads at the top and bottom of the page to be controlled by the YellowPages.com, not by Bing themselves. That is why I decided to put “0” for Bing Local for Ads Top and Ads Bottom. Even when you click on “Advertise Here” in Bing Local search results it takes you to AT&T’s YellowPages.com website.

I find that Google Local gives the best opportunity to promote your business. It is possible to have both a free local listing and a sponsored (PPC) listing appear together in the search results page, thus doubling your exposure on the page. Plus, Google includes 3 organic listngs at the bototm of the page results. Even a plumber from another city that wanted to appear in the PPC page #1 results for "plumbers West Bend, WI" have 5 more sponsored listings chances with Google Local than Yahoo Local and 8 more chances than Bing Local.

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In the regular search results Google again wins with 28 total listings which includes their 7-pack local listings. With Google Everywhere  results it's possible to appear in the 7-pack local listings, sponsored listings (PPC) and organic listings – although rare it can be done.

Comparing the organic listings for the three search engines (not using local), Yahoo included 7 YP-type directories (Yellowpages.com, SuperPages.com, YellowBook.com, etc.) and only 1 actual plumber’s website. Bing Web had almost the same results with 6 YP-type directories and 1 actual local plumber. Google Everything listed 4 local plumbers in their organic listings and 4 YP-type directories, along with the 7-Pack Google Places listings. (Note: one plumber’s website in the Google’s organic listings wasn't from West Bend but was optimized for West Bend Plumber.)

Of the 7 local plumbers listed in the Google's lucky 7-pack only 1 had claimed their Google Places listing and only 5 of the 7 even have a website. Obviously distance, actual names, others citations, etc. also are a factor in being one of the seven local listings.

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Of the 5 local listings on Yahoo it appears only 1 had claim their local business listing and 3 had websites listed. Plus, on Yahoo's left meny they include links to 3 YP-type directories (YellowBook.com, DexKnows.com and SuperPages.com).

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Google gives a SMB more listing opportunities (free and paid). They also are known to have the highest, total monthly search engine traffic volume as well. This doesn’t mean you go at this blindly and put everything on Google. You still need to use some smarts and continually measure your results to see where you get the most bang for your buck and the greatest amount of sales leads.

Getting listed on page #1 in all six of these search engine listing scenarios would be a great marketing goal for 2011 for any SMB. In the above example only one plumber acheived this without sponsored listings but also had some sponsored listings as well. Then make another goal to make sure your listings are claimed and up-to-date within all the major YP-type directories to add more opportunities to connect with your targeted local audience. Lastly, consider including in your marketing strategy doing some sponsored (PPC) advertising to boost your listings in cities within your service area that you business is not actually located in. Doing all of the above mentioned should dramatically improve your local search visibility to your targeted audience. Good luck!

Last note: If you perform the same search using the same search term you results may be slightly different depending on your location, foot print and other factors.

Lowe's Offering FREE Entire-House Installation With STAINMASTER® Carpet

Right now through 5/2/2011 buy STAINMASTER® Carpet and STAINMASTER® carpet pad from Lowe's and get free basic installation. Lowe's states the offer does not include customization, installation on steps, removal, haul away, moving furniture, gluing-down carpet, or prior purchases.

Lowe's also rolled out their own carpet comparison chart, called "Discover the Difference". The Lowe's graphic carpet chart compares STAINMASTER Carpet to Martha Stewart Living Carpet as of 11/15/2010. Even though they never mention the name of other major national home center chain, it doesn't take a genius to realize who they are targeting.

See it here...
http://www.lowes.com/cd_Stainmaster_236673818_?%20cm_mmc=sm_tw-_-l-_-product-_-stainmaster#hero

Specialty flooring retailers who offer STAINMASTER® Carpet would be wise to promote that fact so you get a shot at selling to those local carpet shoppers as well.

Improving a Store's Online Visibility Through Business Directory Citations

Whether you have a website or not there are many online local business directories where your store can be listed. In the world of Local SEO this is often referred too as: "Citations". Citations are defined as places where your Name, Address, Phone number (called NAP for short) are found, along with other store details, such as directions, maps, business description, products & services, website address, store hours, store photos, logo and in some cases customer reviews and ratings. Everyone of these listings can also have a effect on how local consumers find you and can also help improve your website's visibility in the search engines.

The graphic below shows some of the many local business directories that your store(s) should have a citation (listing). This should help businesses realize there are a lot more places other than just Google Places to monitor. If store currently exists in a directory you can claim and update the details. Or, if your store doesn't exist within the directory you can create a new, free listing. Be aware, this can take a lot time to learn where to go and to add/update a listing and to actually enter all the store details. But in the end it is worth the time and effort.

There are also local portals, industry portals, association portals, and local community websites where you can list your business's NAP, such as your local Chamber of Commerce. Also, many local papers are jumping into the action by offering a local business directory as well. Today, driving local, online shoppers to your store is about a lot more than just some keywords stuffed in a website.

Special Note: the directories all have a validation process when claiming a business listing. This may be in the form of an email to the business's email address, a phone call to the business location's phone number along with a pin number, or in a post card sent to the business address.

To make the job less time-consuming and the information more accurate I have a created an extensive Excel spreadsheet. The spreadsheet was designed to help gather and track the information and includes direct links to the add new listing pages for all the major online local business directories. This also helps for going back later on to make future updates when needed.

If you would like to learn more about this and the MYS business listing services feel free to call me (920-994-8835) or send an email to john@webstreamdynamics.com.