2010 has been the year of Google Maps. On the one hand, Google Places was born, the directory for companies that shows its results on Google Maps, and on the other hand, it is increasingly common to see Google Maps in numerous Google searches.
So, SEOs have to put our batteries, since all clients who are positioning expressions and keywords that include geographical areas, can quickly disappear from a second or third position to eighth or ninth, since Maps loads a ” pack” of seven results.
That is why I have specialized in SEO for local businesses, and I have decided to write this guide to help all those who want to improve their positioning. In case someone wants to hire my positioning servicesthey can get in touch through .
1. Introduction
1.1 When does the Google map appear?
There are certain Google searches that trigger the “seven pack of results” for Maps. The first possibility is if a geographic area is entered in the search expression, typically a town or city. For example “supermarkets killed”.
Another possibility is that Google automatically geolocates us, and that based on the expression that we have entered, it shows us the local results. Let’s see the case, with the search “supermarkets” (without specifying any location).
As we can see in the red box, Google has geolocated my location, and has assumed that I would be more interested in supermarkets in Mataró, although I have not specified it. This normally occurs when the nature of what is sought is a local business (restaurants, hairdressers, video game stores, etc.).
Thus, we see that appearing in the “pack-of-seven” is increasingly unquestionable. So let’s get to work.
1.2 Where does the Google map appear?
Currently, when local results are turned on, the map appears in the right column (where AdWords ads are normally), with the pink A-G markers, and the associated results appear on the left respectively.
On some occasions, the “pack” appears in first position, unseating the first organic result, and sending it to eighth place. It is the example of “supermarkets killed” (see section 1.1)where we see the seven globes of Google Maps
At other times, respect the first three results and appears below. It is the example of the search “supermarkets” (see section 1.1)where the LIDL, ALDI and DIA brands have retained their position in the TOP-3.
It seems that “the pack” appears in one way or another depending on the relevance of the organic results. If Google considers that they are more relevant than the information from Google Places, it will show us that TOP-3. Otherwise, it will show us the pack first.
In any case, it is clear that you should bet on doing SEO in Google Maps, since appearing in the pack, either above or below, is more than useful to increase traffic to our website.
1.3 Volatility
Just as traditional SEO is relatively solid and stable (usually), SEO in Google Places has nothing to do with it, it is much more volatile and unstable. With just a few changes, we can appear in the “pack of seven” in a matter of hours. That seems very positive, but it is a double-edged sword, since we can also disappear just as easily. Therefore, we must be very careful with the changes we make.
1.4 Age
Linked to the previous point, I can affirm from experience that the age of the file is not a factor that Google takes into account. I have seen businesses and venues appear in first position hours after opening the tab, and some great dinosaurs fall and disappear overnight.
2. Registration in Google Places
2.1 Claiming your business
If you still don’t have a file on Google Maps, what are you waiting for? Stop reading this article immediately, and head over to . It’s free. Fill in the form according to the instructions in chapter 3, and start positioning. I already have mine, like .
2.2 Deleting duplicates
One of the main problems that you may have to solve right away, is that you find that you already have a token (without knowing it!). This usually happens when third parties provide your business data to Google. Usually these are directories such as Yellow Pages, or vertical portals. To know where the information has been extracted from, you should check the footer of the tab.
This is nothing unusual. In fact, on many occasions we can find up to two or three records of the same business, with data provided by various third parties.
Sometimes, Google Places itself realizes the situation and is in charge of merging the tabs. But on other occasions this is not the case, and we must eliminate all duplicate files, otherwise Google may think that we have done it on purpose.
To remove the “unofficial” tabs, we must claim ownership of the business, and verify that we are responsible for it. We can do this by clicking on the link “Business owner?”
3. Completing the form
Let us now enter the key point of the strategy, the fundamental pillar of our positioning. The optimization of the Google places tab, where we have to achieve a perfect but effective balance to appear in the “pack of seven”.
Let’s remember that Google rewards the content, therefore, we must complete the form as much as possible, to obtain 100% of the information completed.
3.1 Business name
Here you must enter your business name. That easy. It is not worth placing keywords, or cities, or any other type of text. Google made this very clear in their guidelines.
Obviously we can play to place our keyword. And surely it will work much better if we use “restaurant in mataró” instead of “Casa Paco”. And we will appear first. And then… we’ll disappear. As soon as Google sees that you have used a keyword instead of the name of your business, it will suspend the listing. And I’m sure it’s not easy (but nothing) to get it back. In other words, don’t play it. Really.
A special case would be that you use the name of your domain. If you are lucky enough to have a domain like “restauranteenmataro.com”, you can try to use that name in the tab. But I can’t guarantee that it will work for you forever.
3.2 Direction (centroid)
This factor is currently a “weak point” from my point of view. It is the correlation between the order of appearance in Maps, and the proximity to the centroid of the geographical area in question.
The “centroid” is the exact midpoint of the area. So, if we search for “Seville locksmiths”, the business that is in the center of the city will have a certain priority, not the one that is in the extraradiom since Google orders it according to its distance from that “centroid”.
Thus, it is worth entering all the data of the physical address of the business, especially in the case that it is close to the center.
3.3 Telephone
Google values a local telephone number more, according to the geographical area that is worked, rather than a non-locatable number, such as 900 numbers, which are not linked to any geographical criteria. So, to earn a few points, let’s put our local number, so that our file has more relevance.
3.4 Email
There is some controversy on this point. Some professional colleagues say that using an email from your own domain is better than using an email from a free service, such as gmail or hotmail. Some even find a point in favor if it is an email that is a Google account or not.
One thing is for sure. Google must take many factors into account to develop the ranking of maps. And one of them is the “confidence level” of each token. Perhaps it should not be a key factor, but having a more solid email account can help improve that trust. So, I recommend using an email linked to the domain, and if possible, a Google account.
3.5 Website
Although it is not a necessary condition to have a web page to have a listing in Google Places, and that I have seen listings no website in the first positions of the “pack-of-seven”, it is highly recommended to specify our website, so that Google associates it with our file.
3.6 Description
The description is the perfect place to use in a coherent and relevant way those keywords that you want to position. But be careful, it must be done with discretion and good taste.
We must not fill the 200 characters that we are allowed to use with keywords, and we must avoid excessive repetitions of these, since Google would penalize it and we would quickly disappear from the map.
I recommend using exactly the same description that we have in the META description tag of our site. In this way, everything acquires more coherence and relevance, which is what Google likes. I also recommend that that description be used in the first words that can be read on the home page.
3.7 Categories
Use the categories that Google offers you. Simple as that. If they are there, it will be for a reason. Do not kill yourself creating custom categories, because it can be interpreted as SPAM-related behavior. If you want to add, add just one, and use the defaults for the rest.
And do not select categories “very caught” with your activity, to “fill”. You must focus on your activity, or Google will not locate your commercial activity.
3.8 Service Areas
Don’t even think about using this option. You will kill your Google tab instantly. DON’T EVEN TOUCH IT. I have seen chips fall from first place to disappear into oblivion. They should remove it now.
3.9 Schedule
Although specifying a time is not very important, it is worth doing, since the more complete you have the file, the higher percentage of information completed you will obtain, and the more trust you will gain for Google. So, fill in the option.
3.10 Payment Options
Exactly the same as in section 2.9. The more information we give Google, the better. So, let’s fill in the payment options to increase our percentage of information managed to the tab.
3.11 Photos
One more factor that adds confidence, not only to Google, but also to the user who finds the file. It is worth using this section by uploading all the photos that may seem relevant. If you do not have any, you can upload corporate logos or staff photos.
3.12 Videos
We are in the same position as in the photos, but that is a handicap for some venues that do not have the resources to make a video or that do not have any advertisement on television to show here.
Some of the possibilities in case of not having video resources, is to make a PowerPoint presentation, a screenshot of the corporate website, or use an audio announcement. All these resources can be transformed into video and posted on YouTube.
3.13 Additional details
The perfect place to finish specifying your services. Once again, do not use keywords excessively, and if possible do not repeat yourself too much with the description.
3.14 Coupons
Coupons are a type of offer that…
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