It's the land of milk and honey. Millions of businesses want to stake their claim in that coveted spot on the first page of Google for the search query for their type of business but only 3 can own the "beach front real estate." So, the question I get asked all the time by previous and current clients is how can I bump ABC Business and take their spot? Well, I've always been told a great teacher can take something that is complicated and make it simple to understand so here goes.
The Google 3 Pack appears in the top of a search engine results page 93% of the time for local search. Online consumers tend to trust businesses in the 3 pack more than they do with sponsored ads or paid advertisements and 76% of local searches result in a phone call. So, these are the reasons why most businesses would pay a premium to get one of the 3 spots. Now, keep in mind there are more listings that do appear if an online consumers selects "more places" on the bottom of the 3 Pack.
Where Do You Start?
The first step in competing for one of those spots is to create and verify your listing on Google My Business. Once you start the process, Google will let you know they will be sending out a postcard with a PIN number on it which takes about 5 days to receive. After, you complete that step, you now can begin imputing the information but it won't be live until you enter the PIN number.
What to focus on in your listings:
- NAP-Name, Address & Phone Number-Use the exact same information you use in other directory listings. for ex: if your name is ABC Moving yet your other listings are listed under ABC Moving & Storage, use ABC Moving & Storage. Also, make sure it matches the information on your website
- Make sure your address is formatted the same as well. If you use Rd. in other listings, use Rd. in your Google listing and not road.
- Phone Number- use a local phone number-800 numbers don't do well with Google.
- Photos-Add as many high quality photos as possible
- Cover Photo and Profile picture-use high quality photos
- Website Address-don't pass this step.
- Description-add a unique statement and use links
- Hours of Business-make sure you complete this step and make sure you are open for business during those hours.
- Category-Choose the correct category that describes your business.
Reviews
Fast forward, your listing is now verified and up live. An important and crucial area to focus on is Google Reviews. Why are reviews important? Google is the first place online consumers turn to when they have a product or service in mind. A listinWcording to studies, an online consumer reads 6 reviews before making a decision to call a business. So, how can you get reviews?
- Ask your current customers- have a sign up on your counter and ask your customers are standing in front of you, ask them if they wouldn't mind leaving you a quick review from their phone.
- Email addresses on file- send out emails with a link to your listing and ask them to rate their experience with you whether good, bad or indifferent.
- Social Media platforms-share your link on Facebook, Twitter, Instagram; etc.
- Website- spotlight a section on your website about reviews.
Directory Listings
Directory Listings are listings that have your business information on various websites such as Merchant Circle, YP.com, Dex, Yelp and CitySearch. There are 100's of directories across the internet that search engines will crawl to verify the validity of your business. The more "accurate" listings you have across the internet, the greater chances you have been ranked higher in local SEO. Like I stated earlier make sure the information that you put in your directory listings is the same information as your Google business listing.
By focusing on these items listed, you greatly improve your chances appearing in the 3 Pack of Google listings. For more information on the Google 3 Pack contact me directly.
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This post first appeared on Branding Builds A Beast-Mode Business, please read the originial post: here
