Google Expanding Their Business Offerings for SMBs
With so much happening in the world with businesses, regulations, and consumer engagement, it was only a matter of time before Google began working on ways to expand it’s reach (and revenue) through SMBs. Google+ was one of the first foray into these types of efforts, beyond Google Local and Google My Business. Google Hire By now, you likely heard about Google Hire or Hire with Google. This function is now enabled and allows job seekers to find available job posts right in the search results. Are career placement services, staffing services, and job search tools a thing of the past? No, of course not. Concierge career services help both businesses and job seekers connect, often taking on the role of hiring manager or talent agent. Google is not going to operate in this capacity. The hiring application is really a job posting solution for businesses. Google acquired Bebop, a startup focused on productivity and enterprise tools, in 2015, that is the backbone–we believe–of this functionality. The tool isn’t fully active yet but offering to let you sign up for announcements at hire.withgoogle.com. Google Posts Via Google My Business Access to the Google Posts is found in Google My Business. Enabled accounts should show a “Posts” option for your business listing(s). The posts can be from 100-300 words, feature for images, videos, and GIFs like most social media updates but Google Post will only display the first 100 words of your Post (ref. RevLocal, Google Apps). Posts appear directly in Google search results, as such they are extremely quick to load. Business posts can contain a status update (similar to something you’d post on social media) or an image. Some appear as a carousel of images and text; searchers can use right and left arrows to scroll through the post contents. Despite what some outlets are saying about these updates (looking at you SEL), these changes are inline with Google’s business model and desire to focus on business. Why should Facebook, LinkedIn, and other social platforms have all the social fun? The concern however, with these and other changes like AMP, are that Google is taking content from the businesses, websites, and references. Historically, the search engine facilitated traffic reaching the content on the site’s of the content owner. SEL and others worry that as Google continues to use content, resources, and details from publishers, users won’t reach the properties themselves, reducing the value of organic for these businesses. The Wrapper The concern is valid, but ultimately, Google can’t be every business, provide every product, solve all the problems. Is it right that they play intermediary? No, not really, but in the end, users and consumers reach the answers to their queries by finding the businesses that can help them through a mixture of digital solutions, to include...
Read MoreLocal Search Update, Codename: Pigeon
Google Gets Pigeon-Focused In Local Search Yeah, we know, another goofy animal name for something that really impacts the way we live our lives and conduct business everyday; but it’s better than Codename: Fluffy Bunny. So, what do we know about this update after a few days with it. According to Search Engine Land, the focus of the update is to “provide a more useful, relevant and accurate local search results that are tied more closely to traditional web search ranking signals.” This resulted in a few noticeable alterations to the organic and Map results (and some less-than-noticeable changes). User searches pull in more local results for both organic and Maps. Map searches contain local results showing the cumulative reviews score and number of reviews first, business category, a shortened description followed by address. (It’s interesting to note that clicking on the Red Robin listing shows that the Map result is tagged with UTM code.) Organic searches see a different mix of local results in the local banner. Some contain reviews, owner submitted pictures, and details, and others do not. Along with this, the option to organize by price, rating and hours is available. Adding in local qualifiers alters the results significantly. (Below, Burgers vs Nashville Restaurants) Behind the scenes, the algorithm update improves the distance and location evaluation for searches, according to Google. The Wrapper As with any algorithm update, the SERPs will be in flux for the next few weeks as the system re-indexes and re-evaluates businesses against the new parameters. This may result in duplicates or multiple listings for the same business in the local pack and organic results or listings disappearing for a period only to return later....
Read MoreSmall / Medium Business Local Data: Citations & Map Listings
Citations are points of reference that point to a business. For some, it may be easy to remember having to cite resources used in a college report. In the same fashion, search platforms like Google use digital citations to determine accuracy of geographical information. Search engines are similar to encyclopedias or indices (the plural of index) that contain a number of reference points. In search 4.0, many platforms have moved beyond simply providing a reference into providing the answers themselves. But no matter the method, citations connect real world businesses with online assets; offering digital credibility to brick and mortar locations which extends to the website(s) associated with them. Citation NAPs and SMBs NAP stands for Name, Address, and Phone Number. NAP information makes up the core of any business citations. Secondary details that can and often should be included are: Owner(s) names (Authorship connections are a Plus) Official email Website Logo/slogan. Small and Medium Businesses (SMBs) don’t have the luxury of ignoring the popularity, usefulness, and necessity of online resources. Conversations are happening and users are searching and engaging; whether or not the business they are talking about are online or not. Local Directories: What Is Yext?! This is where local directories come in. Local directories have two primary functions, aside from generating revenue from SMB subscriptions. First, they provide a digital version of a business index, similar to the Yellow Pages. Second, the number and consistency of the citations support the local results on several platforms. From a technical standpoint, there are data stacks on servers the maintain the ‘verified’ NAP information where a lot of websites, including search engines, get their information. A good example of this is Google’s Map system. Business listings within the platform are generated and given value from directories that contain the same NAP details. If you have a business, do you need to be on every known citation resource? No, but you need to be on the ones that matter to your users and matter to the local ecosystem. Based on trust, value, credibility, and usefulness, here are the top 15 citation locations: Citation Name URL Authority Facebook https://www.facebook.com/ 100 Google Places (aka Google+ Local) http://www.google.com/+/business/ 100 Hotfrog.com http://www.hotfrog.com/ 100 Yahoo Directory http://dir.yahoo.com/ 100 Yahoo Local http://smallbusiness.yahoo.com/local-listings/ 100 AOL Yellow Pages http://yellowpages.aol.com/ 99 BizJournals http://businessdirectory.bizjournals.com/ 97 DMOZ.org http://www.dmoz.org/ 97 BBB.org http://www.bbb.org/ 96 Yelp http://www.yelp.com/ 95 Foursquare http://foursquare.com/add_venue 93 Yellowpages.com http://www.yellowpages.com/ 93 Angieslist http://www.angieslist.com/ 92 Yellowbook http://www.yellowbook.com/ 91 MerchantCircle http://www.merchantcircle.com/ 90 Directory networks often contain over 100 citation websites like those listed above; some even span hundreds of partnered networks meaning that one management tool may have connections to thousands of citations. Names like Yodle, ReachLocal, and Yext are big in this local space. Yext has shown value for many of our clients. Yext is a directory management tool that operates on a network platform. Yext operates over 100 directory systems. Within the Yext network are a number of directories and citation websites that offer business information to users; the information on these web directories is not always accurate. Managing the information on many of these websites can only be done through Yext. While it is possible to connect social platforms to the tool, it is not recommended. Directory Management: Is It Worth The Price? GoDaddy is joining the local business-listing vertical after acquiring Locu data system in August of last year (http://screenwerk.com/2014/01/27/godaddy-launches-get-found-listings-syndication-service/). The price point for GoDaddy starts at $4.49 per month, or $60 annual and can be as high as $330. In comparison, Yext offers packages starting at $16 per month, or $199 annually...
Read MoreGoogle Sightings In Nashville
Google is everywhere! Most people know that fact. Google is dominating search, piloting free internet service, on mobile devices and taking over small islands in the Sea of Gibraltar. Alright, that last one wasn’t true but you get the point. Now, it may just be time for a Nashville refresh but there have been increased sightings of Google Map mobiles throughout the metro area. According to other keen-eyed Tennesseans, the Google Map camera-equipped Subarus have been sighted in Green Hills, The Gulch, East Nashville and a few other locations. I came across the vehicle below while driving through Brentwood. These vehicles are used in a number of ways by the Google Maps section of Google, Inc. The mapping system reportedly collects a number of data points aside from just the street-view images and global position satellite (GPS) coordinates. In an article published in the Guardian, an audit requested by the German data protection agency revealed that Google was collecting Wi-Fi information at the least. Other data that could be collected by these vehicles could be anything from device MAC addresses and IP addresses to cellular networks signals, who knows but Google. The Wrapper Call me ‘star struck’ but this happened to be my first encounter with the Google Maps crew. Have you captured a Google Map mobile or spotted one? We’re interested in seeing your pictures or hearing your stories about where you spotted them. Maybe there is a general refresh going on or maybe this is Nashville-centric; only time and the Maps will...
Read MoreFINALLY!? Google Updates Places For Business!
Matt McGee tweeted a blog article that alerted us to the latest news about Google Places for Business; it is finally getting an update! Google Places for Business was once the portal business owners and managers had to access to make changes to their listing that appeared on Google Maps. With the introduction of Google+, and later Google+ Local, Places for Business took a back seat in terms of it’s usefulness in managing listings. In the forums that were barraged with questions (and anger in many cases) from business owners trying to get a handle on their business listings after the launch of Google+ Local Pages, Jade Wang first directed many to use Places unless they had setup Google+ Pages. Later on, Jade would direct everyone in a forum post to setup Google+ Pages for Local, stating: Don’t edit your page using Google Places for Business. The only reason to log in to Google Places for Business would be to check analytics. On April 2nd, Qasar Younis, Senior Product Manager (via Vanessa Schneider) announced the new look for the dashboard for Google Places for Business. And as you may guess, many of us thought Places would someday redirect to a portal or administrative panel within Google+, but it appears it will stand alone. http://googleandyourbusiness.blogspot.com/2013/04/improving-look-and-feel-of-google_2.html In the announcement Google offers these highlights about the update to Google Places: Easier to use – Which is very true. From the screenshots, it appears to be the interface many webmasters are familiar with from managing Google+ Pages for Local. Edits go live faster – Supposedly, updates will be live within 48 hours! Of course, there is the disclaimer that Google reserves the right to manually moderate changes to ensure quality. Better integration with other Google products – The dashboard will allow access to the linked Google+ Page for the location, AdWords Express (if used) and Google Offers. The update is suppose to roll out over the next couple of weeks, but there is an option available to request to be ‘pushed’ live sooner. By visiting https://support.google.com/places/bin/answer.py?hl=en&answer=3038693&p=coming_soon you can learn a little more about the changes and ask to be upgraded earlier. The Wrapper Finally! We have very high hopes for this update. It sounds like Google has worked on this update for awhile in an effort to streamline the management of business listings. The concerns we have, as with any new release by the search masters, is that this will lead to a new wave of technical issues/quirks that will make it difficult to make verified business listings accessible as has been experience with the release of Google+ Local. As we await the roll out we are among the webmaster with fingers crossed; success with this update means success to millions of business...
Read MoreGoogle+ Local for Business Updates: Return of Categories and Fake Reviews
The Return of Categories… Maybe During this week, I have had the opportunity to verify four locations via the Google+ Local system. If you are not familiar with the new verification process for Google+ Pages, let me give you a quick run down. Similar to the way the system worked before in Google Places, you complete a listing (in this case a +Page designated during the setup as a “local business”), click the verify this business button and wait for a Google PIN post card to arrive at the location specified in the Google+ Page listing. Once the PIN arrives, you visit your management screen or navigate to www.google.com/local/verify/ and enter the PIN. What seems to have changed recently is the return of categories. Categories were available throughout the original Places and Local systems until Google+. In the screenshot below, you’ll see the screen that popped up on 2 out of the 4 listings I verified. Is this a test of a new set of options available after verification? Possibly, or just an A/B test of possible changes. The categories haven’t shown up on the front-end (public side) of these listings so it is unclear what Google is doing with Google+ Local and categories. This is just another change that small businesses will have to make the most of. It could be a good thing seeing that there aren’t a lot of useful categories when setting up a Google+ Page for a business that doesn’t fit the few options currently in the setup. Still frustrating though… Speaking of local businesses — have you heard the news? Reviews and You. Without getting into too much technical talk, Google has made it clear; they want authentic data reviewers and their reviews. In the past businesses have tried to meet clients where they were, meaning in the office and collecting paper reviews then posting by proxy these authentic reviews for clients that were technology declined or unwilling to digitize their review. Enter the post in the Google forum and review algorithm change outlined in the statement below: For SEOs: If a business accepts paper comment cards it might be tempting to collect them and “digitize” them by posting the reviews on Google+ Local. We ask that all reviews come from first hand experience and do not allow posting reviews on behalf of others. – Care of “Dasha“, Google Employee. Additional Resources: http://searchenginewatch.com/article/2241393/Google-Warns-SEO-Businesses-to-Avoid-Fake-Reviews http://support.google.com/plus/bin/answer.py?hl=en&answer=2622994&topic=2624941&ctx=topic The Wrapper *In my 3-6 Mafia voice* Google is making it hard for everyone. From reviews to the verification, there seems to be a new change every five seconds (not literal). As interesting and entertaining as it maybe to have business owners dancing on hot coals, SEOs pulling their hair out, and users giving all types of data, these types of hurdles make it harder for everyone to reach the goal that is at the core of the search giant; the answer to a question. Reviews offer insight into the experience of others that, most likely used, the Google megaplex to answer their query. To complicate the process of exemplifying good businesses makes no sense because it creates a lack of confidence in the system that starts at users and continues through businesses all the way to Google’s bottom-line in the end. There are a number of solutions they could implement versus complicating the review process. One simply being requiring a secondary email or phone number. Payday loan places don’t make it this hard to get cash in hand, why is Google requiring blood for a review?! Mike Ramsey has a great infographic that makes a lot of sense...
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