According to new research from comScore, on the State of Local Business Search, search on mobile phones is growing. The study found that 22% of U.S. mobile phone users searched on their phone in January 2011. That’s an 8% increase from the 16% who reported searching via mobile in January 2010.

Not only are more people searching from their mobile phone, the frequency of mobile search is increasing, too. The report found that of those conducting a search on their mobile device, 27% reported searching at least once a week, 43% reported searching 1-3 times per month, and 20% reported searching almost every day. According to the report, 73% of users are conducting search via a browser on their phone, and 56% conduct search using an app.

Further, 33% of mobile users are accessing local content, demonstrating that the rise of local search is not only for desktop users. One of the most popular types of information that users are looking for is maps.

So What?

Well, when it comes to marketing your local business online, this research underscores the importance of two key things:

1. Having a mobile friendly site for your business so it can show up in local search.
2. Optimizing your business’s Google Places page so that it will rank well in Google maps search.

Do you have a mobile optimized site for your business? Is your Google Places page optimized?

Contact us if you need a little help.

In it’s effort to continually provide better search results, Google is once again changing way search results are displayed for Local searches.  An example of a local search would be ‘plumber greenville sc’.

Previously, Google Places listings (formerly Google Maps) were display in an abbreviated version next to a Google Map.  This week, we are starting to see search results for local business in a new display.  The Google Map can now be found in the upper right corner of a search result page (see image below).

In addition, Google is now displaying much more information, such as images, on each local listing and the format is very similar to the organic results that are shown below the top seven Google Place results.  The Local search algorithm is also changing and it is evident that two key factors are the physical location of your business, as well as having a strong website that is optimized for local search results.

Previously, you would see businesses listed in the Google Map results that may not even have a website. We are seeing that many of those businesses are no longer listed in the top results. In addition, they will now find it almost impossible to maintain a listing without a well developed and locally optimized website.  This is good news if you have been engaged in local search engine optimization.

From an SEO perspective, we’re seeing businesses that previously had a high organic ranking on page 1 may now be pushed to page 2.  The new page one results for local searches are showing the Top 7 Google Places along with the top 6 organic results.  So if you were previously listed in position 7-10 on the first page, it is possible that you may now find yourself on page 2 if you are not optimizing for local search results.

Google continues to add more enhancements to their local listings, i.e. Google Places, that give business owners more ways of making their listing stand out. After several months of testing, Google has officially rolled out an update that allows business owners to Tag their local results. Google Tag’s are yellow markers that allow business owners to promote important features of their businesses that differentiate them from other similar businesses.  Users can scroll over Tags on Google or click on the sponsored link to view coupons, photos, or other select features (see example below).

Tags are not free, but for just $25 a month you can create a yellow price tag that shows up on the map as well as in the 7-pack (Google’s listing of the top 7 businesses on local searches).

TIP: Google is offering a 30 Day Free Trial of Google Tags, but the offer to enroll expires on 7/23 – Visit Google Places for more details.

As you can see in the screenshot below, in addition to the standard info and Tags, Google also released a new feature called Posts. Posts allow business owners to create a custom message with their Google Local results to let the world know what may be going on with their business at that moment. Examples of Posts are:  exclusive coupons, special event announcement, happy hour specials, new products in stock, or other discounts and notices.

To see an example, check out the Place Page for Mission Mountain Winery which posted to introduce a new wine.

You can now get the word out by posting to your Place Page directly from your Local Business Center dashboard. Once you’ve logged in and are on your business’ dashboard, post an update and it will go live on your Place Page in just a few minutes.

Finally, I”m sure you’re wondering how all this affects search results. The short answer is that Tags and Posts do not affect the rank of search engine results. What they do is simply add more information about your business and give you another tool to make your listing standout when people are searching.

Contact WSI if you have further questions or need assistance.

There are essentially three conversations taking place online today.  All three of these conversations should be addressed as part of your digital marketing strategy. The conversations are:

1. SEARCH – Consumers SEARCH online.
2. SURF – Consumers SURF online.
   
3. SOCIAL – Consumers SOCIALize online.
   

SEARCH represents a Consumer to Business Conversation. SEARCH is the #1 resource consumers use when looking for a local business.  Consumers have a specific need and are initiating the process with businesses. People only spend around 5% of their online time doing SEARCH. However, these consumers are looking for information, product, businesses, etc.  Having visibility online at this stage is critical for local businesses and the return is high.  If you own a local business, it is now critical that you’re being found in search.  Here are three simple to ask yourself? If you cannot answer YES to all three, then you should quickly address any deficiencies.

• Do you have a professional web design that is setup to convert / sell?
• Are you being found for your key services and product?
• Are you measuring your results and return so that you can continually improve them?

SURF represents a Business to Consumer conversation. SURF is often overlooked even though consumers spend more than 40% of their time online SURFING.  Many people today use the internet as their primary source of news and entertainment. The opportunity for businesses is to create awareness of your brand so your business will be the one they remember when they are ready to buy. Display advertising can be a cost effective method of brand advertising. The return is more difficult to measure but the intent is to be where the eyeballs are online.  And yes, you can target display advertising locally.

SOCIAL represents a Consumer to Consumer conversation. SOCIAL Media is a very important method of marketing, sales and branding for many businesses. It does work, and is a communications medium that should not be ignored. Consumers give and get referrals through online conversations and reviews on tons of social sites like Yelp!, Google Places, City Search, Merchant Circle,  Trip Advisor and more.  Some simple objectives with SOCIAL should be to leverage social sites to promote your online referrals, create brand awareness and manage your online reputation.  A simple way to measure your return and progress is through customer reviews and referrals.

So what?  Where do you start?

The simple answer is — your website. I know that sounds obvious but I see too many businesses getting caught up in the euphoria of SOCIAL media while they neglect SEARCH and SURF. Your website is your storefront and often the first thing consumers see about you. You should absolutely have a strong web presence and be found for consumers doing SEARCH.  These consumers have a need and are looking for a solution. The return on investment is very measurable and generally much stronger than SURF and SOCIAL.

Once you have your web presence in order, then you can address the SURF and SOCIAL as part of your overall digital marketing strategy.

Google announced this past week that their Local Business Center is becoming Place Pages.  Google Place Pages were launched late last year as another way for businesses to advertise and promote their businesses online. It only makes sense that the two have become one and it is now called Google Places.

Now, you will be able to manage your entire business listing in one location. is doing their best to make it very easy for every business to claim their local business listing.  But it’s much more than just a name change.  Google continues to make real changes to local search on a regular basis.  This is great news for businesses that are active online as you now have more ways to promote your local business.

Here is a recap of the new features.

• Service areas – I told you about this change last month. It allows businesses to show a service area on Google Maps without showing their address.  So if you have a home-based business or a business where you consult at another location, you can now indicate your service area in your listing.
• Advertisement for the 7pack – Want to make your listing stand out?  Google is now allowing that for $25 a month.
• Business photo shoots – With this feature you can include pictures of the interior of your business and post them on your Place Page for potential customers to see.  If you service customers at your business, now you have a new way to show them your business online – think restaurants, coffee shops, etc.
• Coupons and real time updates – Create coupons with real time information on your Place page that customers can print out or display using their smart phone.
• Customized QR Codes – This is a neat little feature that was newly added that allows you to print out a code that is unique to your business and is able to be scanned with some smart phones to take someone directly to your Place Page. You can print it on pretty much anything, like a business card for example. If you’re interested in this feature, it can now be found in your Google Analytics.  If you don’t have Google Analytics then shame on you…but contact us and we’ll get you setup.

• Favorite Places: Google is conducting another round of their Favorite Places program.  Window decals are being mailed to another 50,000 businesses around the U.S. These decals include a QR code that can be scanned with a smartphone to directly view the mobile Place Page for the business to learn more about their great offerings.
• Discreet Links – Google will now allow business owners to add discreet links on their Place Page. By adding a field to the Additional Details section in your Places account and inserting a URL you can now add things like a menu, reservation links, coupons, as well as twitter and Facebook links.

Google continues to roll out enhancements and we expect the trend to continue.  The good news is that they are giving you more beneficial ways to keep your listing fresh and make your business stand out from all the others online. Need help ?  Contact us at WSI Webworks.