Google Places is becoming Google+ Local (Local SEO Part 5)

[vc_row us_bg_video="0"][vc_column][vc_column_text]If you want to optimize your website for local search, you can't ignore Google Places. However, since the end of May, local business listings have been operating under the name Google+ Local—another step by Google to further establish the social network Google+ in search results. In addition, the new local profiles are displayed in other Google services like Maps.[/vc_column_text][us_btn text="SUBSCRIBE TO NEWSLETTER NOW" align="center" link="url:https%3A%2F%2Fwww.internetwarriors.de%2Fwissen%2Fnewsletter-abonnieren%2F|||" el_class="cta_button_blog"][vc_empty_space height="20px"][vc_column_text]
Another reason for integrating local profiles into Google+ is the social aspect: businesses can better interact with customers here, similar to a Facebook fan page. The Google+ Local listing is also more visually appealing than the old Google Places listing. Of course, Google+ Local is very interesting for search engine optimization since the local pages are included in the index. This also means that companies can no longer ignore Google+.

What is new?

Entries are still managed via Google Places, but they can be found through local Google+ profiles.

In Google+, the new service can be found under the (relatively new) Local tab.

In the business listing, users can upload photos and write reviews and testimonials. Unlike conventional business profiles on Google+, a map is embedded in the local listing, and data from Places such as the address and opening hours are displayed. The well-known Google+ features like Hangouts, Posts, and Circles are also available.

Instead of the previous star ratings, Google now uses Zagat's 30-point rating system. Different aspects are rated. If there are too few user reviews for the individual aspects, an overall rating is displayed. The biggest change here is the fact that anonymous reviews are no longer possible in Google+ Local. Every review is linked to a profile and thus a name. This fact is likely to increase the threshold for leaving negative or thoughtless feedback, but it does not prevent spam, since a Google+ profile can be created quickly and easily.

Furthermore, testimonials from other sources are displayed (which suggests trying to earn positive feedback on these sites at the very least).

It is also interesting that businesses themselves can write testimonials.

Create or Edit a Google Places Page

Existing entries can be edited via the "Edit details" link.

If there is no entry yet, a new Google+ Local page is created in a few steps:

• Log in to Google+.

• Create page: "local business"

• Select or add a business from a list

• Enter, confirm, or correct data

• Select category (see below)

• Specify age restriction

• Create page and add more information (URL, other contact details, etc.)

The changes or the new entry will be reviewed and go online in a few days.

Google Places Quality Guidelines

What hasn't changed despite Google+ Local: All entries must comply with the Quality Guidelines for Google Places. These should be read and followed carefully before an entry is made. Here is an overview of the most important points:

• No marketing slogans or industry designations in business names

• A physical address at the registered location; no PO box addresses

• Preferably a local phone number, no service hotline

• No locations may be created for service areas; for this purpose, use the "service areas" feature.

• Only one entry per company, not one entry per specialty

• If no customers are received at the location, the address should be hidden

• Categories are industries, not products or services

Selecting Categories

At first glance, choosing categories for the Google Places profile appears to be no big deal: Google suggests categories from which you can choose. But one should not lightly choose the categories that seem intuitively sensible. Looking at the statistical analysis by bizible on local ranking factors, there is a high likelihood that the chosen categories have an impact on the local ranking. Care and thorough research are required here. Some tips for selecting the appropriate categories:

• Keyword research: What terms is the target audience actually searching for?

• Analysis of which keywords Maps are integrated into search results

• Analysis of competition in individual categories (number of optimized entries, categories of top entries)

• Selection of up to 5 categories (one must be selected from those suggested by Google)

• Selection of a more general category

• Include categories (and synonyms) in the company description text

Users Can Edit Business Information

One feature that is somewhat concerning is the ability for users to edit the details of any business.

Users can suggest various changes, even other categories, through this function.

Of course, changes are not directly online but are reviewed; however, it does offer some spam potential, and it is hoped that companies are informed promptly about actually adopted changes so they can object if necessary.

Ranking Factors for Google+ Local

In the third part about local on-page and off-page ranking factors, we have already listed the most important general factors that can improve (or worsen) local rankings. The following factors are interesting for Google+ Local (according to a survey by David Mihm and a statistical analysis by bizible):

• Physical address in the profile

• Appropriate categorization (see above)

• Proximity of the address to the center of the location

• Local postal code in the profile

• Owner-verified profile

• Product or service in the company name (this can, however, also become an issue and be considered spam, see above)

• Location in the company name

• Photos assigned to the profile

• Product or service in the company description

• Location in the company description

• Age of the profile

• Number of testimonials

• Product or service in testimonials

• A more general category in addition to the relevant main category

A complete list of positive and negative factors can be found on David Mihm's blog, where he annually surveys marketing experts on local ranking factors. While the factors still refer to Google Places, their content is likely still relevant. The weighting may have shifted slightly, but this can only be speculated on for now. Also interesting is the complete statistical evaluation by bizible.[/vc_column_text][us_btn text="SUBSCRIBE TO NEWSLETTER NOW" align="center" link="url:https%3A%2F%2Fwww.internetwarriors.de%2Fwissen%2Fnewsletter-abonnieren%2F|||" el_class="cta_button_blog"][vc_empty_space height="20px"][vc_column_text]

Optimizing Your Google+ Local Profile

Do you want to list your business on Google+ Local or optimize an existing entry? Our SEO experts are happy to assist you. Request a personalized, non-binding offer!

To the overview of the Local SEO series[/vc_column_text][/vc_column][/vc_row]