6 months on from the introduction of Google Places ROI.com.au is seeing many of our clients benefit from investing in the optimisation of their places listing, plus localising their web presence. Ewan Watt believes Google places has increased the amount of traffic being generated from organic search since its introduction.
With an ever expanding depth of knowledge, Google has integrated a new variable in to its formula; the ability to prominently position ‘local’ businesses. The new format combines organic search results with maps, so if Google’s algorithm detects you searched is based on a location, (and often if it’s not), the ensuing results will likely be evident of that. Since the introduction, debate has formed as to the importance of maps, SEO and Google AdWords – and the market share that comes with combining the powers of all three.
While there is no conclusive evidence to dictate what this means for different types of business, we can come to the assumption that a highly ranking map is intrinsic to success on Google. While maps now called Google Places may have been an afterthought for many businesses just a few weeks ago, they are now vital to effective online advertising.
For the ‘little guy’, increased localisation could mean it’s easier to rank in that area – for instance, dry cleaners in Surrey Hills, with a map, will rank well for ‘dry cleaner Surrey Hills.’ However, type in ‘car dealer Melbourne’ and you are offered only major industry heavyweights, the massive Ringwood-based Car City is the only option should you not want to shop from a major retailer such as Ford or Suzuki.
What does this mean? The less specific the area, the more likely it will be dominated by the big players. Google Place Search brings with it a necessity to redefine SEO strategy regardless of your market share.
It also invites Google the ability to learn more about the way you search – was Place Search based on previous search patterns, or is the ideology behind the idea to get you to start searching locally?
Perhaps, it is a clever AdWords strategy – allow the ‘big guys’ to dominate organic listings, with several maps and SEO in spades, which in turn forces smaller retailers to advertise on AdWords as their only option. As Google inevitably becomes more and more intelligent, one can only presume that any new information will appear on the page.
As I sit at my desk today, Place Search detects that I am in Melbourne. We already know that Google can locate an IP address location anytime someone searches, anywhere in the world. It’s only a matter of time until Place Search utilises that same information, getting us searching in smaller vicinities.
Maybe then it will be power back to the little guy.