7)Using Google adwords in the local listing
In a previous post about ranking well in Google Maps I listed 6 items that seemed to affect ranking. It seems that there may be a seventh. Although the sample size is limited, there is some evidence that having an adword campaign running in Google Maps adds authority to a local listing. The “authority” may lead to the Google “Onebox” (the phrase referring to the inclusion of a map, local information and a weblink) listing in a broader range of circumstances.
When initially available, the “onebox” would usually appear with a search of “business name + local modifier”. However recently I have seen behavior where the “onebox” is now appearing with a more general search of “business activity + local modifier”.
Using the search phrase “Web Hosting Olean NY” returns the “onebox” listing. With the search “Computer Olean NY” it returns a “onebox” as well. As you can see from the example, the authoritative listing is given page dominance on the organic results page and includes significant additional information beyond either a typical organic listing or a typical local listing.
Why is this important? Obviously achieving a #1 ranking on Google is always nice. But this listing goes well beyond that. It provides the local customer with a phone number, full address, a map AND a link to our site.
But for the first time local search phrases have showed up in our logs. Local search has not generated much web traffic previously. Certainly if Googles new “Vocal Local” (see previous post) takes off then it could provide significant phone traffic.
While a listing like this is of little use in many industries there are some in our local market that receive significant searches on “service + location” searches. “Restaurants”, “Jobs” and “Hotels” are frequently used with our local modifier and in those industries a listing like this would provide significant web and phone traffic.
Now to the more difficult question of why and how…. The why in a general sense is clear…Google has determined that our listing is “authoritative” for this local search phrase. I beleive that applying the 6 steps as previously noted has led to that. Of particular importance (in my mind at least) was the use of the phrase in the business title.
But on a number of other local entries with similar characteristics, this desirable ranking did not occur. What was different? I have succeeded in achieving the “onebox” on one other listing and the common variable was a local adwords campaign. While this 7th criteria doesn’t automatically land your listing with the “onebox”, it seems to add enough additional authority to push some listings over the top.
Clearly my sample size is small and I would love to hear from others to refine this hypothesis.
[...] Currently there is not a lot of PPC advertising in the Google Maps section although the number is growing. But Google has partnered with Verizon to sell PPC, Verizon is spinning off their on-line SuperPages and it appears that local listings with local ads recieve a higher listing in the directory. So not only is Google beginning the monetiztion of directory assistance they are certainly planning more. « Redemption in the Gilded Google Age [...]
Pingback by Understanding Google Maps & Yahoo Local » Google Vocal Local Phone number change & other thoughts — October 24, 2006 @ 10:44 am
[...] This has implications for both optimization strategies for Google Organic AND going forward for the directory assistance service that Google is testing. For the present getting into the top three on the main results page or possibly achieving a “onebox” result on the main results page is all that matters as there is little traffic coming from Google Maps and less yet from the yet unclaimed directory assistance. [...]
Pingback by Understanding Google Maps & Yahoo Local » Google Organic Local and Google Maps Local data diverge — October 25, 2006 @ 4:37 pm
[...] -The presentation of the “onebox” for the authoritative local result [...]
Pingback by Understanding Google Maps & Yahoo Local » Will Google Maps (Local) data become more accurate & useful over time? — November 8, 2006 @ 5:44 pm
[...] Local Search optimization should be an integral part of every web site marketing plan. The goal is to encourage customers to visit or contact your business and Local Search plays an ever increasing role in this. The ultimate goal in Local Search optimization is a showing your business on the Google Main Search results page (ideally as the “onebox”) on a phrase that generates traffic. [...]
Pingback by Understanding Google Maps & Yahoo Local » Best Practices for Local Success — November 10, 2006 @ 1:39 pm
[...] That being said, once a local business can get into Google Maps (and it doesn’t have to own a website), it has a chance of appearing on the #1 spot above the organic results for a general phrase with a geographical location. While it is certain that Google Maps and Local are not used as much, it is yet another way to get more visibility among the potential customers. It has been reported that a business, listed on the #1 Google Maps position got a lot of contacts. [...]
Pingback by Optimize your site for local search engine traffic — November 24, 2006 @ 4:07 am
[...] -The Google “Onebox†on general search phrases [...]
Pingback by Understanding Google Maps & Yahoo Local » OneBox patent summary from Bill Slawski — January 23, 2007 @ 2:34 pm
[...] Some additional thoughts: 1. The Local OneBox results now include a direct link to the business website. Thus a business will get site visits not just phone calls from a onebox listing and for the first time there will be an ability to measure results. 2. Google, in pushing organic results so far down the page and highlighting local results, is rewarding a bricks and mortar presence at the expense of a well optimized web site. There are plusses and minuses here but on net, I would choose reality as the preferable predictor of results. 3. Google has added somewhere between 10 and 12 entry points to their Maps product compared to 2 entry points in the previous incarnation of the Local OneBox. Given that there is little else to choose from “above the fold” the user either will visit the website or go into Maps. 4. There appears to be an increased use of the Authoritative OneBox. Previously it was shown when there was no competition locally but now is shown more frequently. 5. Google has changed the ranking algorithm for the results in the Local OneBox (more on this tomorrow). [...]
Pingback by Understanding Google Maps & Yahoo Local » Google Maps - Even more that is going on here — February 4, 2007 @ 3:52 pm
[...] early October I wrote a post about achieving a “an automatically expanded Plus Box” for a client on a valued search phrase (Vacation Rentals Ellicottville NY) BUT having the url [...]
Pingback by Redemption in the Gilded Google Age | Understanding Google Maps & Local Search — December 17, 2009 @ 10:24 am