This video provides a quick primer on getting set up with Google Places for localized SEO.
- [Instructor] If your business acquires customers locally, then you'll find value in investing in local SEO. It's similar in approach to traditional SEO, but it's biased towards businesses who draw a local customer. There's a few extra steps you'll want to consider to help move your brand higher in your local search results. Let's do a quick search here on google.com for cupcakes Santa Barbara. Right away we get some unique results. At the top of the page, we have this local listings pack that contains a variety of businesses that match our term.
Here we see Enjoy Cupcakes, Santa Barbara, Crushcakes & Cafe, and Delicious Expressions Bakery. You can see they include images, reviews, a category, and their address. Now, let's try a different search. In this case, cupcakes Carpinteria. You'll notice something different happens. Here instead of that local listings, we just see one listing on the right-hand side, and it contains a lot more information. We have the address, the phone number, the hours, popular times, the reviews, and so on.
The way that local listings appear varies depending on what what you're searching for and where you're searching for it. Now, local SEO is a fairly in-depth process, so I'm going to walk you through just the key highlights on the must-haves. Now the first thing you want to do is setup a Google My Business listing. This is how you get pages like the ones you see here on the right-hand side, as well as getting listed on Google Maps. You'll do that by visiting google.com/business, and from here you'll follow the prompts in the wizard that appears to get yourself listed on Google.
From there, you want to review your citation, and get listed in online directories. Your citation is your name, address, and phone number, and it should be listed on your site in the footer of every page. I'll show you an example by going to explorecalifornia.org. If I scroll to the bottom of the site, you'll see that they have their ciation listed here in the bottom right-hand corner. We see their name, Explore California, followed by their address and phone number. How you write this information should be exactly the same all around the web.
Google connects things together if they're fairly identical, so you want to be sure that your street name and any abbreviations are displayed exactly the same each time. You can explore your citations and get extra help through a website called Moz Local. You'll find that at moz.com/local. Here you can enter in your business, your zip code, and check your business listing. Moz will go out and identify all of the listings that appear, help you identify your score, and even allows you to quickly update anytime you make a change to that information.
Finally, the last thing you want to do is collect reviews. If we go back to google.com, we can conduct a search for cupcakes Carpinteria again, and here on the right-hand side, we see reviews. If I select 25 Google reviews, we can see all the various reviews, and we can choose to write a review in the upper right-hand corner. Reviews, and the amount of them that you collect, will help display you higher in search results. You can collect them on Google, or Yelp, but you want them to be authentic and come in naturally.
If you're serious about local SEO, you can explore this topic in more detail by watching my course on Local SEO right here. There, I'll go much more in-depth but starting here with the areas that we just touched on will be great in putting you on the right path.
This course is part of a Learning Path approved by the American Marketing Association.
Gain the skills you need to become an AMA Professional Certified Marketer (PCM) in Digital Marketing by using the industry-leading courses and resources in the Learning Path. Take the AMA certification exam to show that you have what it takes to lead the digital transformation.
- What is online marketing?
- What makes a website effective?
- Working with a designer or developer
- Creating engaging web copy
- Understanding online analytics
- Using goal and event tracking
- Exploring the conversion funnel
- Defining key performance indicators (KPIs)
- Understanding SEO techniques
- Conducting keyword research
- Creating a content strategy
- Leveraging local SEO
- Understanding who's on social media
- Marketing with Facebook, Twitter, LinkedIn, and Pinterest
- Creating compelling video marketing campaigns
- Building an email marketing plan
- Measuring the success of your marketing efforts
- Setting up a blog
- Running A/B marketing tests
Skill Level Beginner
Q: This course was updated on 03/08/2016. What changed?
A: We updated six movies to keep current with the latest interfaces in Google Tag Manager, Google Keyword Planner, Facebook, Twitter, and LinkedIn. Brad also added one new tutorial on setting up a blog.
Q. This course was updated 03/21/2017. What changed?
A. The following topics were updated: installing Google Tag Manager, using goal tracking, looking at a conversion funnel, looking at attribution models, leveraging local SEO, introduction to search and display, launching display search ads, and deciding to use remarketing.