Google’s search engine is constantly changing the way it generates results in reaction to the way we search. New features seem to arrive every week and Google is continually adjusting the algorithm to prevent manipulation. All with the intention of giving users the most accurate search experience.
With a nearly 90% share of the search market in the UK, how (and if) customers can find you on Google is hugely important to the success of every local business.
A recent change from Google HQ, which has had a big impact on local businesses, is the way it now considers location when delivering search results. Google has developed a number of products, such as Google Places for Business and Local Google+, to match location based results with location data in search queries.
This location data can be explicit, such as ‘Chinese restaurants in Manchester’ or implicit, for example, when using a smartphone to search online, the location can be automatically included in the search data. For instance, you are using your smartphone on the street in Manchester and searching “Chinese restaurants”, the results will automatically bring up multiple Chinese restaurant options in your direct area.
These location-based changes are immediately visible on a Google results page, as increased real estate is now given to local listings. If you search for a location based business such as “Indian Takeaway in South London”, there are no longer 10 organic listings and some sponsored Adwords results; almost all of the ‘above the fold’ screen space is taken up with more relevant local and paid search results.
In the past, the chances of a small business ranking well for a competitive search term would have been slim to none. However, these changes mean there are now a number of easy-to-use tools that small businesses can use to bring customers through the door.
How your business can become more visible in local search:
• First, claim your Google ‘Places for Business’. Registering your business information with Google Places verifies your location and helps your business be found across Google products such as search and Google maps.
• Claim your local Google+ page: To do this you will first need to set up a personal Google plus page. You can then search for your business to find if a page has already been created from your customers’ content, such as a review or photo. If your business is not there, Google provides an easy, step by step guide to creating your own business page.
• Encourage your regular customers to add their reviews to your local Google+ page, giving you increased authenticity and search visibility.
• In order to create and present a clear company identity, be consistent with the business information published on your site, social media accounts and with Google products.
• Optimise your website information to include a structured data markup standard such as Schema.org. Structured data is a small amount of code that is added around you business information that suggests to search engines to create enhanced organic listings, for example including star ratings, upcoming events and so on. Google provides a structured data helper tool that gives you an easy, visual way to create the code you need to add to the source code. If you are using a Wordpress template, tools such as Raven Tools Schema creator plugin are available.
• Don’t forget the other search engines and directories, such as Bing and Yahoo!
By Alice Mrongovius, SEO Manager, hungryhouse.co.uk
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