Former Google SERP for Labor Lawyer NYC

The new SERP looks very different (see screenshot below). The top three ads are still there, but the map is now on the upper right hand side, and ads 4-10 have been moved down the page; many of them are now below the fold, depending on your screen.  The SERP leads with a few organic results from the wider web, but then shows results from Google Places, offering more information than the 7-Pack including pictures, descriptions, and the option to go to the law firm’s website or Places page.

New SERP for Labor Lawyer NYC

Predicted Effects On Paid Search Advertising
The key change for paid search is the location of the map.  By moving the map to the top right, Google has effectively de-emphasized any ad that doesn’t appear on the top of the page (positions 1-3).  Moreover, the map stays visible as you scroll down the page, covering up ads in positions 4 – 10 as it moves.  This, combined with the fact that the ads start lower down to begin with, likely means that ads in positions 4 – 10 will suffer lower click through rates and, potentially, higher costs per click (CPCs) due to declining quality scores.  Most importantly,the reduced value of positions 4 – 10 will lead to higher competition for positions 1 – 3, so we expect a marked increase in the CPCs of those positions.  We’ll watch to see if these predictions come true.

Return of Session-Based Match?
One interesting thing we noticed with the new SERP is the renewed presence of session-based match in the ads displayed.  Session-based match means that Google will show you ads based on previous search queries.  We hadn’t seen this occur in months, but we saw it in a number of searches yesterday and today.  Not only that, but, at least in one case, the ads shown were for queries done days ago.  We’ll keep our eye on this development, too.

Just last month (June 2010) Google has launched Google Tags in the US. It’s an option that gives local business owners a yellow tag and the ability to add additional information right on the search results for a flat monthly rate of $25.

Are Google Maps Tags Really Worth It?

Many businesses are actually using this option as an incentive to lure sales by offering coupons, but is this option really worth it?

Personally, Google tags is just an eye catching tag for the local listing. Further more, by adding this feature – it has absolutely nothing to do with how your local listings will rank. Local listing optimization will have to done in order to achieve the highest possible conversions rates.

If your business simply ranks for the brand name, searchers are already intending on using your services, so it really makes no sense to add this feature if you do not have  your local listings optimized.

Additional Information about Google Maps Tags

For businesses which have multiple locations, it is a $25 dollar fee PER location. So you would want to  be selective about the location(s) you would want to use and strategically place these tags on the listing that gets the most impressions. It might not be feasible to have this option on all of the locations and could just be a waste of money.

Google States “Four million businesses have already claimed their Place Page on Google through the Local Business Center, which enables them to verify and supplement their business information to include hours of operation, photos, videos, coupons, product offerings and more. It also lets them communicate with customers and get insights that help them make smart business decisions.”

The New Google Places Even Has Several New Features!

Google's Local Business Center is Replaces With Google Places

New and Important Service Areas in Google Maps

If your business requires you to traveling order to serve your customers, you can actually show the geographical areas which you serve.

If you run a business without a storefront of office location, you are also able to make your address private. this is huge for businesses that operate from home.

You Can Now Advertise Your Business on Maps

For about 25 dollars a month you can stand out from business in select cities!

Google Places Offers a Free Business Photo Shoot

With Google Local Listings Center you were only allowed to upload pictures which you had. Now, Google Places will allow you to request a FREE photo shoot which can be used to supplement existing photos.

Customized QR codes – Easily Allows Users To Access Your Listing Online and From Mobile Phones!

The dashboard of Google Places allows you to get a unique QR code for the business that can be places on many marketing materials such as business cards. Customers can even scan them (only selected smart phones can do this) and you can be directly taken to the mobile version of that business listing!

With one out of five searches on Google being location related, Google just wants business to be able to sell themselves accordingly and “put their best foot forward”

Jennifer Gayadin is a SEO Search Strategist for Path Interactive, a NYC Search Marketing Firm

So How Do You Achieve Higher Placements in Google Maps?

Google Maps Rankings

The algorithmic function of Google Local has become much more sophisticated and the days of making a few simple modifications to rank on Google Maps, like manipulating the title of your listing with your core key phrase; appear are over.  So like traditional website SEO, it involves a focused effort focused on the user experience.

Below are a few critical factors to achieve higher placements in Google Maps Rankings that we have found to be effective with our own clients.  Although we have not found that there is one component statistically significant enough to make an impact, focusing on all factors does seem to improve your Google Maps Rankings.   Employing these best practices for Google Maps rankings is easy and for some non-competitive areas should be all you need.

Claim Your Business Listing Both Figuratively and Literally: Step 1

What do we mean by this?  Well, to make changes to your current local business listing and optimize the text you need to first claim the listing as a business owner.  You can claim your business listing by searching for your business on Google maps and clicking the “edit” or “claim your business listing” link and then follow the simple instructions.

Equally important is for you to start taking ownership of your listing and view it’s importance.  To “Claim” ownership you have to think of this listing as another page on your website.  It needs to be updated regularly and get the same amount of attention as you would the home page of your website.  If you think of the importance of this listing in this respect, many of the tips and tricks below will happen naturally.

Claim Your Local Business Listing

Google Maps Rankings Improvements with On Page Optimization: Step 2

Now that you have claimed your local maps listing, you need to strategically focus the profile text in order to improve your Google Maps Rankings.  We have identified over 10 factors that can effect the positioning of Google Maps placements but unfortunately there is no clear cut formula, just a guidance of best practices that you should follow.

At the center of your on page text optimization should always be the user.  Remember, Google wants to provide it’s users with the best results set possible, so take your time to write the most compelling text possible to sell your services and don’t try to mislead any user by stuffing keywords.

That being said, here are the most important local search ranking factors that you should try to focus on:

1. Service in Title Of Listing – Include the product or service that you are selling in the title and make it a sales focused statement.
2. Neighborhood in Title - It is not necessary to include the broad location, but it is  important to still include a neighborhood location in the title.  Google maps often associates neighboorshood terms as locations which can be very relevant to your listing if properly optimized.
3. Description Of Listing - You must put your product and service keywords in your local business description.  Spend the additional time needed to get this description working for you.  It helps to update this description over time and avoid a static description that does not sell.
4. Photos & Videos - Content in these areas is important and increasingly so.  A more complete listing should get more relevance in Google, right?  Think about the user experience in this regard and leverage any good assets you have in these areas.   If it is relevant, label the file names with the core key phrases as you would in traditional SEO but don’t stress over getting them included.
5. Location Of Listing - For businesses that have multiple locations, try to pick the location closest to the city center for your main location optimization.  Often having a listing closer to the city center can improve your Google Maps Rankings, but it is becoming less important.
6. Contact Info – Use your local area code exchange and avoid using an 800# as your primary contact which can have a negative effect on your Google maps placement.

Improve Google Maps Rankings with Off Page Optimization: Step 3

Now that your profile is complete, it is time to address the off page or off profile factors for Google Maps Ranking optimization.  Off page factors include the references to your profile listing that Google displays when you are viewing your profile.

It is critically important to pay attention to what is shown not only to improve your Google Maps Rankings but to make sure your profile sells. Having no reviews would not make you as marketable as another company with 3 positive user experiences, right?

Here are some of the important factors that can help improve Google Maps Rankings.

1. User Reviews - Make sure that you have user generated reviews on the top source providers like Citysearch, Insiderpages and Judysbook to name a few.  Get a variety of sites providing the reviews and make sure they are real with content.  Try to encourage your customers to make real reviews and avoid generating fake reviews…potential customers can always tell so what is the point.
2. Web Pages – Get all your local listings established.  It is not the quantity of pages that is indexed but the quality and relevance to your local market.  Find niche local directories in your area and get the main online yellow pages and business directories like established.  It is better to customize all your local business directory descriptions then to place them through an online service.
3. Web Pages for Credibility - Sites like bbb.org and local chambers of commerce help to legitimize your business.  Make sure that some of your web pages indexed include these valuable sources.

Higher Google Maps Ranking Needs Ongoing Support

Following these steps can get you the Google Maps Rankings you are looking for it is not a stagnant process.  Google will be changing their results pages and adding new components to their profiles so you have to keep up.  It is rumored that they will start indexing these profiles in their own natural results set outside of the 7 or 10 pack results, but right now it is only a rumor.

We would love to hear your thoughts?

…… @mdcoppola