Last week, we looked at Google’s integration of user-generated content into their Google Business Profile (formerly Google My Business) platform. Now, we’re switching to some recent Google Map updates, the focus on hyperlocal search and what this could mean for local visibility.
It seems Damian Rollison was right on track when he discussed how Google is using attributes to create non-traditional verticals. While we didn’t specifically address this point before, Google has attributes that allow a business to indicate, for example, if they are a recycling center.
Google Maps Targets Sustainability
Google just published details on new ways to navigate more sustainably. While it’s not clear yet how local businesses will be impacted by this, Google’s adjusting maps in such a way could mean an even greater focus on delivering “near me” results to searchers.
You Need to Prioritize All Local Business Listings – Here’s Why
This update could mean a few different things to local businesses. Let’s explore those and what you need to know.
1. Make Sure Attributes Are Added on the Google Business Profile
An optimized Google Business Profile (GBP) listing with all the attributes completed as they become available will be even more important.
With Google placing more attention on verticalization, focusing on attributes could be a good bet for reaching targeted consumers. Some businesses might lose visibility, based on their location, but still reach targeted consumers as vertical opportunities continue to expand.
However, Google isn’t the only one that has attributes available. We covered a few of those here.
2. Visibility Is More Than Just Google Business Profile
Local businesses that are farther away may have difficulty getting visibility at the top of Google Maps.
We’ve all become used to a combination of distance and intent shaping the local search results. If, however, we see Google prioritize greener choices and eco-friendly routing, some remote local businesses might need to focus on alternative ways of reaching consumers.
Don’t discount the value of a well-optimized website working in conjunction with listings around the web. Seek out listings on niche and vertical directories to make your local business clients easier to find. Data aggregators and other mapping apps are important for this too.
3. Utilize All the Local Profiles Available
Google naturally takes priority when it comes to local searches. However, a single-minded approach is not viable. You can give your clients the best chance of reaching consumers by diversifying platforms and paying attention to the not-so-popular platforms. They have a niche audience that trusts them more than Google.
At Advice Local we include Bing submissions and Yelp public edits for all platform partners at no additional cost. And we have add-ons available like NextDoor for a small monthly fee.
Listing Management Made Easy
Solely focusing on Google Business Profile for local visibility is risky. Businesses need to integrate Yelp, Bing Places, data aggregators, vertical directories, mapping apps and a host of other sources to reduce their search fragility.