Understanding Google My Business & Local Search
Is the Google+ Local Dashboard Moving Towards a Freemium Model?
That Google has finally added some semblance of human support to G+ Local raises a number of questions that are still unanswered:
- Is it worldwide or US only?
- Can agencies call in on behalf of their clients?
- Will it be extended beyond the verification process to other aspects and problems that occur with Google+Local like merges?
But an even bigger question for me is:
- Why now?
Google has always known of the unsatisfied demand for phone service that existed in their local product, why add phone support now? As far back as Maps Guide Jen, Google has always said that local was a free product (free my ass..free as in you only pay with data, suffering, time and eyeballs) and that free Google products did not receive phone support.
My speculation: A revived dashboard will include numerous paid products that will be able to be used as upsells during a “support” call. Google is likely moving toward a freemium model of local where the basic service is free but many of the add ons that will offer highly visibility will have a fee associated with them.
The G+ Dashboard for Business has been in a state of “under construction” disarray for many, many months. Yet as I noted in Google Local: Train Wreck at the Junction:
…the product sports a renewed Offers interface, an upgraded Adwords Express AND a recently rebuilt bulk upload interface. The dashboard is account based rather than individual based. Certainly that is a superior solution for a multi-location brand yet it is steadfastly single user. It is the ultimate contradiction and any attempt at reading the tea leaves as to its future gives one a serious case of heartburn. But given the fact that parts of the product HAVE been upgraded its hard to conclude that it is in fact going away.
You can’t very well sell Offers, Adwords Express and who knows what future products if the business can’t get their listing verified. And Google already has an SMB support team in place for AdWords Express. It is a trivial task to cross train them to a new Dashboard (that works).
Just the other day, Google increased the visibility of Offers by surfacing them in Google+ Local search results. The product has long carried the caveat that “it’s free, for you during a limited-time trial period”.
Last June, the Wall Street Journal noted about the “coming” replacement for the dashboard that
The project combines several products and services aimed at small businesses under a single banner. It is based on a mix of internally developed software and recently acquired technologies that the company hopes eventually will bring in billions of dollars a year in new revenue.
American business is not known for its altruism. Google is no exception and as a market leader is under huge pressures to increase revenues. With somewhere north of 8 million businesses registered in the dashboard they have a huge opportunity for monetization in local like no other.
While it is extraordinary that Google is implementing human support for local after many long years of having absolutely none, I think this move is part and parcel of a grander strategy to monetize their Local product as they upgrade and enhance the Dashboard.
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