Local SEO: Google Local in 10 Steps

Google’s Local Business Center was an interesting beastie when they debuted it in 2008. I started putting clients into it right away and was surprised to find them getting calls and doing a ton of business, almost immediately.

Get More Customers!

I noticed that many of the local “regular” SEO companies didn’t do it or even recommend to clients to be there (that’s changing).

I also noticed that this lack of interest was not the case in the US and UK, where the Local Business Center took off like a rocket. So after watching this happen and seeing the growth I decided to throw mon chapeau into the ring, and start an SEO company devoted almost exclusively to local search.

The key action to take to grow your local search results is getting listed in the Google Local Business Center. (I’d also recommend Yahoo and Bing — if they were doing this in Canada! They’re not and so what? Google is 80+% of the search volume.)

Local Business Center Panel

10 Steps To Getting Your Local Business Into Google.

This is a free listing and it works like gang busters! To get the maximum benefit out of following these steps, there are some considerations before you get started at Google.

1. What’s your business name? Google’s TOS requires that you use your real legal business name in your listing. Have a DBA? That’s good too. Here’s the tricky bit. Does your business name describe what you do and is it what customers would put into a search for you?

Here’s what I mean. You business is called “Thompson Automotive” and you do car repair; a mechanic shop. The problem with that for Google Local is that people don’t search for “automotive” when they are looking to get their car fixed. They search for “automotive repair” or “car repair”, etc. It would be best if your legal business name or DBA includes the best keyword phrase for your business niche. There’s also extra value in putting your city name in your business name.

Your business name is most important ranking signal to get on the first page map for your business niche. Get our Free Keyword Research document and we’ll provide you with your 5 top keywords!

2. Is your address a PO box? Thanks to a bunch of nitwits who tried to game the system, Google will not let you use a PO box. Get a real address for your business. This must match your address information on your website (put it at the bottom of every page), so change that and any other business listings you might have before you apply for your Google Local listing.

3. Do you have a local telephone number? This is another really important signal that Google uses to rank your listing. If all you have is an 800 number, we strongly recommend that you get a local number as well. Again update your website first.

4. Do you have photos of your business? You can put up to 10 photos on there. You should put all 10! Even if all you have is your logo and your grad picture, put them up there.

5. Do you have video of your business? You can put 5 videos up there and you should put up all 5! You’ll have to upload them to YouTube (which is a great idea anyway!) If all you have is one, get it on there, and make arrangements to get more done and put them on later.

6. Do you have an email address that uses your website URL? If so, that’s good. Again it looks more professional and Google will like it. For example, if your website address is http://www.thompsonautosrepair.com then your email address should be yourname@thompsonautosrepair.com.

7. You will have to write a business description, so be prepared. You want to use the keyword phrases that your customers use to find you, as well as using descriptive and persuasive sales copy. Include a positive review of your business in here.

8. Go to theGoogle Local Business Center and sign in with your Google account; or create one. It’s free. Click the button to add a new business listing.
Fill in the required information as completely as you can as I’ve outlined above.

9. Categories… start entering and Google will auto-suggest some. If any of these fit, select that one. If not, put what best fits your business. Do I have to say keywords again? You can also choose multiple categories. Google let’s you choose up to five, and if there are really five for your business, use them all.

10. More details? Add your operating hours, types of payments, photos and videos of your business and other details. This is a “more is better” thing. More info helps potential customers decide to call you. You will also rank higher.

When you’re finished, click submit. Google will ask you to verify your listing by telephone call, SMS or postcard. For phone calls, be near your business phone as they call you at the telephone number you provided in your business listing and the computer tells you a PIN number. You can enter that on the screen.

If you’re not near or you have an answering service, click the postcard option and they’ll send you your PIN number via postcard. You enter it on the site and your done.

Once you’ve verified your local business, it should appear within Google’s search results within 12 hours. If it doesn’t, give it a couple days and then head to the Google Support Forum to ask why it’s being held up.

Here’s the link to Google’s tips on doing this. Want someone to do it for you? Our Local SEO Gold Package looks after this and much more.