Big Big Changes For Vancouver Local SEO

Changes For Local Search From Google

2 weeks ago Google made a seemingly small change to the Local Business result page that has big implications for local business and local SEO. Where in the past the results page started with a map of the area in question and 10 businesses ‘featured’; they pared that down to show 7 businesses.

Google announced on their blog they had introduced “An improved interface for local information in web search.” They made the font bigger and have added the respective balloon pin from the map next to each business name. Have a look…

I agree that the new listing is less crowded, so it is better and easier to use.

However, the 3 businesses that were “optimized out” are not happy.

Getting a Top Seven Listing

The effect of being listed on the front page of the used to be “Local 10 Pack” – now “Lucky 7 Pack” is an immediate increase in business — the phone rings more, there are more inquiries and more opportunities to get clients. I’ve seen this with my clients many times, like someone suddenly switched on the marketing machine.

However, it’s equally dramatic when someone gets bumped from the pack — the inquiries stop. Thus, 3 local businesses multiplied across many cities, regions and market niches are wondering what the heck just happened and why did the phone stop ringing!

For the “Lucky 7” who are showing in the map (for high traffic and great converting keyword searches), they are getting even more calls. If they keep optimizing and refining their LBC listing and local SEO, this will yield more profit for years to come. It is an unfair advantage.

Ultimately, it just got more competitive and more important to optimize your listing for the Google Local Business Center. As more and more people use local search, especially including on their telephones; and as Google, and Yahoo/Bing put more and more emphasis on local search, these investments will yield an ever increasing return.

This is ample proof of the value of getting professional local seo help to get your business into the top 7; and to keep you there.

Targeted Local Advertising in Testing

Google also announced that they are testing a new local advertising form in San Francisco and San Diego…. a local listing ad. These ads sit just above the local business results and sometimes below the top PPC ads. In the photo, the local listing ads have Blue pins.

You will only see these ads if you are located in San Francisco or San Diego… thanks to Mike Blumenthal for providing these.

These are interesting ads since they are not PPC ads. They are static ads for local business with a physical location; so far, they are display ads focused on getting you to call or visit the business. Depending on price, these might be fabulous value for local business.

Google states that the pricing will be determined by popularity and competition. In other words, they will get the most they can get. From that, I would surmise that for some competitive markets, it will be expensive. Others will be reasonable — it will be market area and search volume dependent.

After the testing period and adjustments, they will roll this out across the world. It will be a worthwhile test to be one of the first companies to try this out in your area and market.

Those awful screams you hear in the distance are from all the different yellow page, local portal, local business aggregator sites, owners/CEO’s. IMO Google just signaled that they can do a better job providing accurate results plus monetize local search better. Combine these ads with the new Place Pages, extensive mapping changes, mobile search refinements, etc., would you bet against them?

As of October 2009, in Vancouver, BC — for many markets the competition is not fierce. However, in all the large urban areas in the US and UK, the competition to get onto the front page of local search results is huge, because the Return On Investment is very strong.

It’s only a matter of time before this moves full force to Vancouver BC. I encourage you to grab more business now! Call us for help optimizing your Local Business Center listing. (604) 638-7212

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