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Google Local Pack
Maintaininh Their Competitive Edge
When Google reduced its local pack from seven listings to three, search engine marketers went into a tizzy. How were they going to maintain their competitive edge when the rules keep changing?
– Instead of displaying a business’s phone number automatically, Google now shows the hours that the business is open. This way, search users will know if the business is going to be open when they want to go.
– The business’s address will still be visible, and the user can get the full name, address, and phone number to come up by clicking on the business listing.
– Where Google used to link to a business’s Google+ page, now they promote the business’s own website, which is preferable for the business anyway.
– Because customer reviews are tied to Google Maps, they are still prominently featured.
– Google Maps
– Offline marketing
– Your website’s on-page content
– Your website’s off-page information
– Local reviews
– Local backlinks
If you have more than one location, you will want to have separate pages for each city/location where you do business. All of the content on each pages should be unique and distinct from the others. Make sure that each page has Google Maps embedded and has Schema markups on the address, business name, and phone number.
Note: if you need to know how to include Schema markup, visit www.Schema.org/organization. To check if your Schema markup is validating properly, you can use the Structured Data Testing Tool.
– Local review sites like Yelp, TripAdvisor, etc. have become even more important than ever in terms of coming up on search engine results pages (SERPs). Many businesses solicit reviews from their customers on these sites as well.
Ultimately, your presence in the 3-pack is important, but it’s not the end-all, be-all of your SEO – you also need to evaluate how your business compares to the competition. Local review sites are going to be an essential part of your SEO strategy as they now receive greater weight on the SERPs. Our industry is one of constant change, but with diligence and a lot of research, you can continue to grow your business’s online presence.
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Working with Third-Parties
A good website starts with stunning design. As the Lead Designer at Nova,
Andrew uses his vast experience with web development, graphic design &
brand building to create the majority of our web portfolio. He has worked
with many CMS & commerce products and has built innumerable websites.
Andrew excels at creating stunning (UXD) User Experience Design and
endeavors to put a little bit of soul in every web design project so that it may
have a life of its own.
Kevin is a strategic thinker that can quickly evaluate and find creative
solutions to challenging digital problems. Since 2001, he has been
developing solutions that not only maximize digital presences
but that also have the most impact on markets.
Kevin is a Senior Consultant at Nova Solutions who is passionate about SEO,
user experience and conversion optimization.