By Internet Marketing Experts
Google has been allowing for web pages to be previewed before clicking on a search result for quite some time since 2010. Equally we have seen a number of changes taking place during 2011 in Local Business Listings from Google’s Places and Maps. These changes have include the removal of third party reviews, layout changes to what information is viewable and a strong focus on securing ratings and reviews.
Google Places results which provide local results before national results now received the instant preview feature too and are displayed on the first page of the search results. This is a new functionality that will further encourage and require businesses to take control of their Local Business Listings to insure local customers get the marketing information the business wishes to provide.
What is probably more important is has been enhanced with multiple layouts and provides the searcher more information than the organic results of general websites. You can hover over a Google Places listing and see everything from Maps to Videos, Photos and more in the right column. What is probably more surprising is that the ads are replaced with the preview information. The implications of the Adwords Ads being replaced with the preview information certainly has other implications that we will have to discuss separately.
The following information is provided by Google’s Instant help page:
- Before Google Instant, the typical searcher took more than 9 seconds to enter a search term, and we saw many examples of searches that took 30-90 seconds to type.
- Using Google Instant can save 2-5 seconds per search.
- If everyone uses Google Instant globally, we estimate this will save more than 3.5 billion seconds a day. That’s 11 hours saved every second.
- 15 new technologies contribute to Google Instant functionality.
Let’s take a look at the information included in the instant preview of Google Places Local Business Listing.
Map
While the general search results always show a map with all Google Places Local Business Listings, if you hover over a listing you will see only the listing you are hovering over. The map links to Google Maps where you can then obtain more details including directions.
Customer Ratings and Reviews
Recent studies have shown how 6 in 10 customers make their buying decisions based on what has been posted to the local business listings. Of course this goes well beyond Google and becomes equally important to insure satisfied customers have posted positive ratings and reviews while the business manages the process of tending to negative ratings and reviews too.
Images, Photos, Videos, Coupons, Offers, Promotions
This is where the marketing content a business provides within their Google Places Local Business Listings for their local store becomes very important. Whether it is products, services, advertisements, coupons, offers, discounts, etc. Taking the initiative to secure your local business listings by claiming them and then managing them with regularity.
Street View
Probably not as well known is the panoramic photo that is provided by Google for that businesses address. You can get a 360-degree view of the area by hovering over this panoramic photo. Some street view images have one for the interior while others only for the exterior. Eventually this will play into the integration of Google Places with Google Earth.
Web Page Preview
If Google can identify a web page for the business, the thumbnail of the business web page is displayed. This thumbnail appears to be a live snapshot and is directly linked to the web site. From a marketing perspective this the first impression a prospective customer will have with the business.
Additional Details Included
Prices, Hours of Operation, Public Transport, Reservations, Menus, Feedback to Google, Report a Problem, and links to additional third party ratings and review websites. Of course not everything here is applicable to all businesses and are displayed based on the information provided from the Google Places Business Management Console.
As you can imagine the instant preview gives user the ability to “view” without having to click and this will directly impact the number the click through rate (CTR) of any individual listing. Most likely the CTR will go down in this case.
With the ongoing changes by Google to the search results page along with the Google Places Local Business Listing, the industry continues to push hard for businesses to not only manage their local business listings, but to start focusing on store level marketing and store level reputation management (aka public relations). We can expect to see more changes and requiring businesses to add the appropriate policies and procedures to include this area as part of their web marketing strategies.
Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by Smartfinds Internet Marketing. Let the experts of over 17 years Internet marketing experience help you use this local business marketing tool properly through monthly management marketing services and broadcast data services for mass business data distribution.
Smartfinds Internet Marketing
330 East Maple Road #503, Birmingham, MI 48009
Toll-Free: (866) 501-5758
Fax: (866) 501-5758
http://www.smartfindsgeographicmarketing.com
By Internet Marketing Experts
We certainly agree with the comments made in LinkedIn groups wondering why car dealerships are not getting the volume of leads they used to or the quality of leads they used to from national lead generators. Our own experience with Penske car dealerships have seen very similar results from national lead generators. Leads from the OEM websites, the dealerships own website, Google Adwords far exceed that coming from national lead generators.
We need to augment and expand on the discussions in LinkedIn automotive groups and break them up into three major groups. There is no one silver bullet to answer “why”, rather there are multiple elements that make up the total answer.
1. Search Engines
Search engine maps and their listings have been evolving since 2007. By the end of 2008 they were in the first page search results. Unfortunately, the financial meltdown that caused many businesses to hold on their budgets in 2009 and most of 2010 kept them away from seeing the evolution and maturity of the Local Business Listings as a marketing tool to reach local consumers.
At the end of 2010 major changes from Google pushed local results before national results. This includes geo-tagged web pages / web sites and local business listings (aka Google Places and aka the interactive yellow pages).
An organic web marketing strategy has to focus more on local over national with websites, web pages, micro website strategies, and local business listings. Please note this is about “marketing” not “advertising”…web marketing has a shelf life of years! …web advertising has shelf life of a few seconds and only good as long as you put money into it.
Two Google issues also play into using local business listings:
A. Google Places is not about what you do on Google, but also Google validating your information on other websites, known as citations. Too many companies focus only on Google Places and can’t understand why it doesn’t work.
B. Amongst various data point, one of the data point Google ranks local listings on is customer ratings and reviews. It is important to actively manage these, not only for negative ones, but securing positive ones and facilitating positive re-enforcement.
2. Mobile Marketing
Mobile searches have not only been increasing in usage, but the searches are showing better quality of leads. We are seeing this in our managed Google Adwords campaigns in which mobile clicks are outperforming non-mobile clicks and are also costing less. An Google Adwords strategy that encompasses keywords, ad extensions, image ads, and also are all equally prepared for mobile, will show better results than national 3rd party lead generators.
3. Hyperlocal Advertising
Hyperlocal Advertising is the next main growing element in reaching local consumers. Ex-newspapers journalists have been opening up their own city or neighborhood websites with local news and information. Larger entities like AOL have been growing their Patch.com websites and this industry also includes websites like Examiner.com. Amongst the local journalist and these national hyperlocal sites consumers are responding very well to them and in fact have browsers opening to them as their initial home page.
Focusing on editorials and advertising (text, image or banners) becomes part of the web strategy in reaching local consumers for local stores. Particularly for national companies with stores nationwide whose business revenue is dependent upon the local consumer.
If you look at all three elements (Search Engines, Mobile Marketing and Hyperlocal Advertising) we will see that there is no one single answer as to why national 3rd party lead generators are not as effective. Perhaps had the 2008 global financial bankruptcy not happened and business continued as usual, many businesses would have realized these changes much sooner.
The ongoing evolution, maturation and technology changes/additions that takes place on the web create a very dynamic and fluid environment that is not necessarily comforting to business. Nothing is ever stagnant and one has to always adopt technologies early to take advantage of reaching consumers that have no problem adopting technology changes earlier than business. Unfortunately, business tends to take its time in making these decisions and also expect that their investment in “one thing” will continue forever. Neither which is true or good for the business.
For this reason it all comes down to ongoing education and communications focusing on the marketing processes versus just executing silvers of technology tasks. The difference between a marketing agency versus a technology company is well apparent because of the communications. Marketing agencies are focused on pushing ideas and marketing strategies with ongoing communications with clients. Technology companies tend to wait for orders from their customers, who unfortunately, many not know what they should request or what they are requesting.
Certainly your time resources are limited and Geographic Marketing Solutions for multi-location companies are provided by Smartfinds Internet Marketing. Let the experts of over 17 years Internet marketing experience help you use local business marketing for national company stores through monthly managed marketing services, broadcast data services for mass business data distribution, and our Mobile Locations Finder mobile app.
Smartfinds Internet Marketing
330 East Maple Road #503, Birmingham, MI 48009
Toll-Free: (866) 501-5758
Fax: (866) 501-5758
http://www.smartfindsgeographicmarketing.com
By Internet Marketing Experts
Each week, Dear Gracie answers questions from ProfNet Connect readers with advice from our network of more than 44,000 ProfNet experts. Has there been a question burning in your mind lately, something you’ve been wondering that none of your friends can answer? Please send it to grace.lavigne@prnewswire.com
Dear Gracie,
I’m interested in tips for branders/advertisers/marketers on how social media is different from traditional media. Are there any tactics we should use specifically for social media vs. traditional media? How do brands become memorable through social media? What makes a brand successful on social media?
Media Minded
For example, social media allows consumers to have access to the ratings and reviews of fellow shoppers, says Melih Oztalay, CEO of SmartFinds Internet Marketing. A study by the e-tailing group and PowerReviews (found on MarketCharts.com) in September showed 6 out of 10 consumers base shopping decisions on the ratings and reviews of others, through social media sites and user-generated content.
Social media allows consumers to receive individual attention from a brand, says Oztalay.
Read more details of How Social Media Changed Branding at:
http://www.profnetconnect.com/gracelavigne/blog/2011/11/02/dear_gracie:_how_social_media_changed_branding
