Google Places has transformed overnight the way local business owners need to market their business online. Your hard earned website rankings are suddenly worthless!

You think I’m exaggerating. Google admits that 90% of users don’t look beyond Page 1 of their search engine ranking pages [SERPS]. Eye tracking studies of internet users actually suggest that most people searching for a local service or product don’t look beyond the top 4 organic listings in Google, Yahoo and Bing.

What does this mean to local business owners like You and I?

The goalposts have been changed in one fell swoop. Before the "Halloween Hack" the gold standard was:

1.Double-indented  No.1 Google organic ranking

2. Other  first page rankings

3. Google Search ranking in the top 7 [next to the map]

This is no longer true. 80% of our online marketing strategies now need to be focused on the top 4  Google Places rankings. This is where the biggest return on investment will occur. BUT WAIT. There’s more.

Organic rankings will still play a part …an organic ranking in the top 4 will still appear on Page 1. At least at the moment.

"What if I’ve already got a  top Google Places listing? Does that mean I’m safe?"

Not at all. Your competitors will now be hiring experts  in local search marketing [instead of relying on great web designers and website SEO specialists]. You can bet that unless you keep constantly monitoring and updating your listing you will soon be history. Harsh I know, but true. Top listings mean more business. Simple as that.

Why is having a top Local Search Listing SO Important?

It boils down to relevancy. This has long been Google's Mission…to provide the most relevant searches for their users. They have found from tracking people on the internet [you don't think they provide free email and tools out of the kindness of their hearts, do you?] that users who click on the Google Places listing are:

â–ª more likely to phone or contact the local business

â–ª more likely to buy

Let me repeat that again because it’s crucial. If you get a top listing. Not only will you get more impressions [views] of your listing.  But these people are more likely to buy from you. Jackpot!

How can I get a top listing?

1. Follow Google’s guidelines to the letter.

2. Complete all the listing. There are allocated points for each section [including photos and videos]

3. Track your visitors and new customers

4. Monitor your listing weekly

5. Make offers with coupons

6. Get real reviews

7. Update regularly

8. Check the policies and guidelines for changes

9. Constantly add fresh content to a wordpress blog

10. Diligent keyword research

11. Pop back to my website regularly for updates [Ha! You can't blame a guy for trying. I have been up since 4 am analysing the new guidelines and changes]

As a local business owner what should I do?

Hire someone to look after your online marketing of your local business.
or Do it yourself.
or Get one of your staff to do it.

It’s a trade off between time and money. If you can afford to invest, get an expert to do it for you. It’s a steep learning curve…local search marketing, article marketing, video marketing, building key worded targeted blogs, social book marking, SEO and webmaster skills. If you’re short of money but have free time…get stuck in.

It doesn’t matter who does it, just that it gets done. It means the difference between success for your online marketing and ….well, you know...something involving a fan.