Optimizing Local Business Listings

Did You Know? In the United States, 77% of internet users perform a Google search everyday, and many of those users are searching for local business information (according to a 2009 Webvisible/Nielsen Study).

This means that having an optimized Google Local Business Listing, which is served in Google Maps, is an imperative part of a highly effective online marketing strategy for your business. Below are the top 10 ways to optimize a Local Business Listing, as outlined in the 6S Marketing Whitepaper “How to Rank in Google Local“.

1. Business Name: The business name submitted in Google Maps should match the legal business name of the company you are creating the listing for. Do not add keywords in the title of the business name that are not found in the actual legal name of the business.




2. Address: Ensure the address submitted in Google Maps matches the address on the business‟ website (if a website is present). The address (ideally on the contact page) on the website should be as exact as possible and in this format: Business Name, Street Address, City, State, Zip. If there is no address present on the website, be sure to add one.




3. Phone numbers: Give a direct path to the business you are submitting information for. For example, instead of submitting a central phone line, submit individual location numbers.




4. Description: Submitting a keyword rich description (max. 200 characters) is a must; however, do not “over-stuff” keywords, they should look and read naturally. The business listing will rank for keywords contained in the description when Google Map users search with these keywords.




5. Service Categories: The LBC allows the business listing to be entered into 5 categories related to the business and/or products. Be sure to utilize all 5 categories to ensure maximum exposure. This is one of the easiest ways to have your LBC listing rank well, by using keywords in your service category field.




6. Hours of Operation: This is a particularly important field if the business does not have a website. Potential customers may want to know the business hours, and this is a great way to give them the hours along with the location. The LBC also will also show which days the business is closed.




7. Payment Options: Specify how customers can pay upfront before they visit the store un-prepared. The more information supplied, the more knowledge customers have.




8. Photos: Add product shots, store photos, a logo or association membership logos in the LBC listing. Ensure that the photos do not contain illegal content, copyright or trademark infringements, and adult content, promotion of hate or violence or invasion of privacy.




9. Videos: Videos are the closest thing to a hologram that we have to directly “speak” to potential customers. The LBC allows up to 5 videos to be uploaded (via YouTube).




10. Additional Business Details: Does the business have parking available? Which brand names does the business carry? Take advantage of the additional details area; this is another way to rank for related search terms.

For a Whitepaper full of Local Business Listing tips & strategies, download the Whitepaper.

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