On May 30th, Google officially rolled out ‘Google+ Local’ to replace Google Places. With the change, Google is providing a more interactive and informative way to search for local restaurants, businesses, and venues- all while taking steps to make their own social network, Google+, more relevant and powerful.
This could be a smart move for Google to drive up the user base of Google+, which still trails Facebook by roughly 800 million users. By integrating local capabilities into Google+ and feeding that information into popular Google Applications (i.e. Maps, Local Search Results, etc.), Google can expose and introduce users to Google+ as they search for local information. In addition, a new user-friendly layout has been implemented, along with the ability for users to see what local establishments their friends visited, liked, and reviewed.
One of the more interesting enhancements to the platform stems from the newly formed partnership between Google and Zagat, a well respected restaurant and entertainment review service. With the addition of Zagat, Google adds more credibility to their local listings while offering users an informative alternative to sites like Yelp, which only offers user reviews based on a ‘star’? rating system.
Once a user clicks on reviews, they are taken to a Google+ Local Page.
Since users and businesses are now being forced to use the Google+ interface, it is critical for businesses to embrace Google+. For those businesses who have already contributed information to Google Places, Google will be transferring these accounts over to new Google+ Local pages. Over 80 million ‘Places’ pages have already been converted to ‘Plus Local’ pages, and eventually all existing Google Places accounts will be converted. As of now, businesses can still manage their listings through Google Places for Business.
If a business does not currently have an existing Google Places account, then they should establish a Google+ account and update their listings as soon as possible. Once the account has been created, businesses can enhance their listings with a wide variety of assets that will be critical to engaging their audience.
Specifically, businesses should consider taking these steps:
- Make sure the phone number and address associated with the business are accurate
- Identify a business category that best fits the company’s objectives
- Upload a profile image that has a strong connection to the brand
- Customize the Google+ ‘About’ tab to include:
- A keyword rich introduction, which can include a hyperlink back to the company website
- Hours of operation
- Website URL
- Contact information
- Related links (if applicable)
- On the ‘Photo’ and ‘Video’ tabs, photos and videos should be uploaded to showcase the brand.
- Promote the new Google+ page on other established social profiles such as Facebook and Twitter. This will help to build brand followers. Google+ allows businesses to group these followers into ‘circles’? if they wish to segment this list.
- Be sure to add Google+ sharing buttons on the business website in addition to Facebook and Twitter sharing buttons. Be sure that these buttons are featured on all articles, blog posts, and press releases, as well as on the homepage.
- Share content on Google+ in a similar fashion as sharing content on Facebook and/or Twitter.
In conclusion, while Google’s intentions with this enhancement are largely driven by the need to increase the user base of Google+, there are many opportunities for smart business owners to leverage the new features, expand their presence, and drive increased engagement with their target audience.