Local search marketing may be in it’s infancy for Google, but this baby is booming. In two short years they have grown through a 10-pack, to a 7-pack, to a mixed local and organic result. They have further added a revenue stream with Google Sponsored tags (Yellow tags) and most recently they added Google Boost. Google boost has been active for about 6 months now, so time for a review of the latest GEO/Local adverting package from Google. To Boost but not to boast.

What is Google Boost?

Google boost is a new pay per click (PPC) advertising push from Google that is being promoted through Google Places. This ad is unique in it’s style from other PPC ads because it features a blue pin drop and is only offered to local businesses that have a local physical office.

The Blue Pin drop is a Google Boost Ad but this shows a Truly Nolen location w/ no reviews

Google Boost with Sponsored Tag and pest control reviews

The Pros to Google Boost

Pro #1 – Location, Location, Location

One of the key P’s to any marketing strategy is the “Place”.  Clearly there is  a certain appeal to doing business with a company that feels like a neighbor. Having a blue pin drop on a familiar local map adds a nice warm fuzzy to the consumer. Plus they are now supporting the local economy. So the new ad layout is fantastic.  I am drooling over the simplicity. Plus the clear message that says, “Do Business with your Local Pest Control Guy. Good’ole hometown heroes.”

Pro #2 – 5 Star Reviews

The best comeback in any sporting event when the fans start cheering, “We’ve got spirit yes we do” is “we’ve got more check the score!” The reviews make this Google Boost the cream of the crop pay-per-click option, if you have the reviews to boast about your company. But honestly, no one simply believes all the pretty text you have on your website promoting your service.  Your website will never tell the customer what potential problems they could face. Reviews on the other hand are raw and real. The bad reviews show your company weaknesses, which is okay, because every company has some problems. But, the overall rating is the real punch. If your ration of good to bad reviews is good then those little yellow stars become a Gold Star min.

Pro #3 – Phone Number

I must admit that having a phone number included on the ad could potentially get an advertiser phone calls that they are not directly paying for.  This is a pretty hefty bonus buy which could make or break the value of the Google Boost program.

Pro #4 – Easy to set up and runs automatically.

When you log into your Google places you will see convenient link  Create Boost ad Click on it and you will come to a very simple fill out forum like this one:

Set-UP From Google Places

Hit Continue. Read some legal jargon on the next page,  agree to pay, and you are on your way to a hassle free automatic Pay per click system. For the average business owner, this system could work well. There will be no overhead for a PPC management firm. There is nothing more to do. Just sit back, relax, and let the leads roll in. I mean… “Pay only for success You only pay when potential customers click on your ad.” http://places.google.com/boost Sarcasm aside, this may truly be a benefit for a busy business owner.

The Pests/Cons to Google Boost

Having test driven the new Google boost system for a couple of months now, I have come across a few bugs.  Yes, I am pest control guy so bare with the pest/con switch-a-roo.

Pest # 1 – Automatic Keyword Selection

Hmmm… This poses several problems, some of which could be monumental depending on your “Category”. Specifically, with pest control there are several different types of pests an exterminator may or may not control. Pests, like rats, snakes, pigeons, require different treatment options that not all pest control companies will offer. More specifically, as of late, bed bugs have become a huge concern, and not all pest control services treat for bed bugs.  Further, some of these pests, like termites, require specific licensing. Potentially moving Google boost advertisers into a red zone for violating state laws.

Google does offer an option to “Provide feedback on these keywords”, but I’ve yet to get any feedback on the feedback that I provided. And some of those terms, “Bulwark Exterminating”,  are still showing in my keywords. (Sorry, but if they are requesting my company by name then I have already done my marketing job and paying for that click is money wasted.) So there is no way to exclude keywords from your campaign. In my professional opinion this is a HUGE PEST PROBLEM.

Pest #2 – Automatic Bidding

So let’s hand over the hen house keys  to the fox. Do some simple math of the numbers they lay out in the sign up and here are the numbers from the ranges they outlined above:

Granted Google Boost didn’t max out the cost per click in my campaign. But those prices per click are much MUCH higher than our adsense average. Those are premium prices, and from that list of keywords above, not all of those keywords are premium competitors. And if these Google Boost ads work in conjunction with the other adsense ads then Google has it’s own horse in the bidding races effectively raising the prices on all other pest control clicks. But hey, at least I don’t have to worry about Quality Score anymore.

Pest #3 – Lack of information.

Despite the link at the top that suggests you can dig deeper if you’d like, that link for More Details takes you to a support page. So there are no lists of additional keywords they are bidding on. And if you want to calculate the click through rates of your ads you will have to do it manually. The math for numbers above, CTR=0.5%.  If you want that CTR to improve you will need to log and monitor your own dates of changes made to the ad.

Pest #4 – Tracking

The advertiser cannot insert a call tracking number. The advertiser cannot even insert a custom landing page. So all the advertiser is left with is their Google Analytics. Yes they do provide a report under adwords specific to Google Boost. Although they named it: Places Ads_2g55663ebe1687_1. We will assume it’s one in the same. But left only with this as a measuring stick the numbers are not looking too good. Average time on site is lower than the Adwords average time on site. Although page views are up… probably because they are having to search for the information they want.

Google Boost Review

To sum it up. Google Boost has the makings to be the cream of the crop for local advertising. The Boost ad is simple, sleek, and powerful for those companies that provide quality local services. But can the added style and design compensate for the lack of control? Do the Pros really out weigh the Cons? Do you really want the fox guarding the hen house? Theses few cons may bug  internet marketers to the point that Google Boost isn’t anything to boast about.

Local Search

I got distracted today and the result of that distraction is this post. I was curious about something dealing with local search and the SERPs – so I decided to do a little comparison. The four major search engines I compared are Google, Yahoo, MSN and ASK. I wanted to find out how their specific local programs compared to one another when searching for non geo-targeted terms? I wondered if I would get any usable results without using a geo-modifier? The following screen-shots are going to explain the title of this post much better then any of my words can. I am also pretty sure that including ASK as a major search engine is a choice I will regret later on, but then again it is the official search engine of NASCAR (and that’s got to count for something, right??)!

I have been a huge Google Local fan for what seems forever, and this post is all the proof I need to know I need to keep using it. I have also been a huge fan of local online advertising, and in many of my posts I share local advertising techniques. I do not know why it is so hard for businesses and other SEOs/Internet marketing firms to remember to include the simple local programs that are offered – for free!

As I was comparing some of the local results with various search engines, I thought it would be interesting to see when local advertising results appear when non geo-targeted phrases are searched. In other words – lets say you live in Arizona, and are looking for a custom pool builder, but instead of searching for “Arizona Custom Pools”, you simply do a search for “Custom Pools”. Which of the search engines are going to help you find results that are relevant to your local area the best?

And the winner is: Google. (no surprises here huh?)

Google Local Results

I did a search on Google for “custom pools” and got these results back (see screen-shot) that give me mostly local Arizona results, even though I searched without the “Arizona” in the phrase. The local results are some of the ones that come up, which is actually the whole point of this post. So, make sure you add your business to the local areas that the search engines allow you to. It is also noteworthy the way that Google includes some local image results which can be picked up from many different places – this occurs by using the right “geo-targeted” keywords in your alt tags and including the right information when you upload your pictures of places like Flickr.

Next up: Yahoo

The next screen shot is of Yahoo, and the reason I am not pleased with any of these results is because not one of them is a local result. They also show nothing in the form of local results as Google does.

Yahoo Local

Of course, I think it’s still important to get a local listing with Yahoo. But, I think that Yahoo can do much better. I modified the search to include “Arizona” in the search phrase, and guess what? Still none of the results are from the Yahoo Local results program. Lots of local results, but nothing that makes it easy to find a local pool builder near me! Yes, It does make a difference too because if it (the SE) finds a builder that is closer to you – that’s a better result. The #1 result for this search was for a company that builds far away from where I live. How is that going to help me? I want results to come up that are useful and that will help me in my area and this is where the local results program could really come into play.

MSN:

The funny thing here was most of the results that came back on MSN, were for the East coast. How is that going to do me any good in Arizona? However, MSN did do a better job at getting me decent usable local results (compared to Yahoo) when I modified the search phrase to include “Arizona”, but still did not bring back any of the MSN Local program results – which again, I think would be the “best” result.

MSN Local

Finally, ASK:

Ask did not bring back any local program results, which I thought they would have, but to my surprise they did list citysearch as the #1 result which I think is far more useful then any of the results that Yahoo and MSN brought back. Even when I modified the search to include “Arizona”, ASK did not offer up any local results = FAIL.

ASK Local

Although, I feel many of these search engines failed, I do still think it’s very important to obtain the local listing through the local program for each SE. Why? Because, there are many times they work really well… for example any time you include a specific town/city.

I just wanted to run this little test to see how every SE compared. Google rocked it of course and what is interesting is that no one else is copying the Google. And usually they do!

It was also cool to see how local businesses, if listed with Google Local, can earn a top 10 ranking out of (in this case) 200 plus million sites for a non geo-targeted seach phrase such as “custom pools”. That alone should be reason enough for any local business to take the time to get listed with Google Local. So besides obtaining the local program listings on all of the major search engines, I have noticed that obtaining listings in other local directories like the following (see below) have helped increase the search engines awareness of your local presence – and I think are a MUST!

1. CitySearch
2. YellowPages
3. USCity
4. AOL Local Search
5. Local Search Guide
6. Yelp
7. Local.com

In conclusion:

The bottom line here is to make sure you go to Google, Yahoo, MSN and Ask (TODAY) and sign up for the local programs. It is fast, easy, and free. If you need help figuring out whether you are listed with them or not, you might want to try Get Listed, which a great resource that will help walk you through what you need to be doing. Got anything to add to this? Let me know. I love comments! Thanks!

If you own an offline business in any local market then there is no reason to not be using a Google Maps listing.  I wanted to share an example of an offline business doing some local marketing right, especially when it comes to Google.  The local businesses I feel could really take advantage, and learn from this post are the ones offering food and things that are not easy (or available) to “purchase” online.

I am a big fan of China City Super Buffet, a huge Chinese food buffet we have close to where I live.  I know that many businesses that list with Google Maps also offer printable coupons with their listings (besides online coupon codes), so I wanted to see if China City was offering any.  In the process of all this I wanted to take some screen shots and show you how effective it is and all you can do through a Google Maps listing.

Just a reminder when you first go to Google Maps, you will see where there is an option to “put your business on Google Maps”  This is where it all starts.

Add Your Business To Google Maps

Once you get your business listed, and just in case its been a while since you checked out your Google Maps listing, you need to be aware of all the new features they now offer businesses.  You can upload photos, videos and so much more.  If you already have a listing and want to see these features, just log into your Google account and go to the Google Maps and find your listings and edit them.  You will then see all the new options you have.

So here’s what I feel China City did right – If you are listed with Google Maps (the first thing to do right) then when people search for your business on Google, they will get a result that looks like this:

China City Super Buffet

When you click on the Map, you will be taken to a page that looks like this:  This leads me to what I feel is the most important thing offline businesses need to be taking advantage of – COUPONS!

China City Super Buffet

Google Maps lets you have the ability to offer printable coupons that your customers can print off and bring right into the store and save money.  In this case, China City Super Buffet offer you 15% off your entire bill.  That’s a pretty decent savings IMO.   Check out how easy they make it on you:

China City Super Buffet Coupon

This is a very simple local marketing tip using Google Maps but most local business are not taking advantage!  Hopefully, if you own an offline (local business) this gives you some ideas and what you can do to drive more traffic and take advantage of the people looking for you online.

Here is the main question I get asked:

“What can a small local business do for marketing online if they have no budget?”

Believe it or not, there is plenty a small local business owner can do for online marketing that costs very little, or is completely free. I want to share these local marketing options with you.

1. Google Local – One of the first things I do for any clients local marketing campagin, is to make sure and get the business listed on Google Local ASAP. This almost gurantees a first page ranking for your most targeted local keyword. For example, if you lived in Lindon Utah, and were looking for a preschool, you would probably more then likely type in “Lindon Utah Preschool” – when you get the results from Google you will see how there is a big list of local options to choose from. (see picture)

Google Local

It gives you a list of results that are in, or close to Lindon Utah, as well as a map that if you click on will give you exact driving directions and more business information. So it gives you the option to check out all the local spots near you. It is very simple to add your business to Google Local, and the approval process does not take that long – all that FREE and an instant ranking!. If you are a local businesses that does not have a website, you can still get a Google Local listing and get customers from it because you have your address, as well as your phone number listed.

In many cases getting a Google Local listing can help you get multiple listings for your local keywords. If you look at the example picture above – My Smart World, has a #1 local listing, as well as a #1 natural ranking. This just makes you look that more credible in the eyes of potential customers.

Reviews about your business on Google Local can also be written, and the more reviews you have written about your business, the better it is for you (as long as those reviews are positive). You can have people you know that have used the products and services, go in and write the reviews for you. Tell them to be honest as you never want to fake any of these kind of reviews. The number of reviews does not help where your local ad is placed, it just helps out your credibility.

Most people don’t realize how easy it is to get a listing through Google Local, or that it even exists. They just see the results, every once in a while on a search, and often wonder; “How do they get those results there?” To sign up its easy, just go to http://local.google.com and click on where it says; “put your business on Google Maps” (see picture below)

Add Your Business To Google Maps

Once you get this far, you will be required to log into your Google accounts and they will walk you through the rest. From my experience it usually only takes 2 – 3 weeks to get included on Google Local and Google Maps. From everyone who I hve helped get on Google Local, they have told me they almost immediatly knew when the listing kicked in because hits to their website, emails or phone calls to their business. Yes, getting on Google Maps is 100% free, it is just going to take you a little bit of time and energy to get signed up with them and thats all! It is a pretty cool way of seeing your business in a top spot without putting much marketing efforts into it!

2. Yelp – Yelp is a great local review site that will help you find just about anything in your local area that can be reviewed. Getting your site listed on Yelp, and getting people to write positive reviews about you will help increase its chances of being picked up on the search engines (more reviews = more content = happier search engines). Check out the user-generated (content) reviews, and the set up of Yelp:

Reviews On Yelp

Yelp listings ranks well, and has many trusted users and is a well policed community (from my use anyway), and that is why (in my opinion) the search engines like them so much. Just check out this search result when I look for “Color Me Smart” a Queen Creek Arizona based Preschool -

Color Me Smart Yelp Listing

The owner of the preschool does not even have a website, but since they have a review of them in Yelp, they are getting a first page Google ranking for their business. Think about this, if they list with Google Local and Yelp, they can start to dominate the rankings for their name, as well as local keywords with ease. Again, all 100% free, it just takes some time to get accounts and register your business.

Yelp listings can even help with your Reputation Management by gaining another very valuable spot in the SERPs. For every single one of my businesses, a Yelp listing appears in the first 10 results on Google.

3. Craigslist – If you have not at least heard of Craigslist by now, I wanna know where you have been locked up over the last several years? Craigslist is great for more then just selling your car with ease, it is a great site for placing classified ads for all kinds of businesses and business needs. if you own a house keeping service you can find your exact city and place an ad. You can post up to 3 times a day (with the same email address) although I do not advise spamming them with multiple accounts and multiple listings for the same business. It can come back to bite you!

To understand how Craigslist works, and how people use it to find service providers check this out: First you will go to Craigslist.org and select the State you are in (in this example; Arizona) Lets say we are doing this to post an ad for Phoenix House Cleaning -

Craigslist Classified Ads

Next you will pick the city that is closest to you: (in this case and example it is Phoenix)

Learning How To Use Craigslist

Then you will find this screen (see picture) and click the link that says “post to classifieds”

How to post your ad to Craigslist

Once you have done this, you can browse through the categories and find the proper place to list your ad. In this case if we are still taking about posting an ad for the service of house cleaning in Phoenix this would be the place you post – (see picture)

Finding the Right Place To List Your Ad

Then from here is where it will walk you through how to place your ad. I know its hard to believe but people really do use Craigslist. If you are brand new to the site, you may be scratching your head and saying, “Why does such an ugly site do so well?” It is because they have been around a long time, and have a huge following, and good rep with the search engines. Everything I have ever tried to sell, or ad to gain business has been successful. I can’t even say that much about eBay – I get charged by eBay to not sell anything … FAIL!

Again, this is another service tht is 100% free, but make sure to read the Craigslist terms of use and not abuse the system. Because the ads are time sensitive they do not last very long in the SERPs, but can rank well, and if you are always going in and making new ads you have even more chance of having them rank too, besides just the people that go directly to Craigslist.

4. Yahoo Local – The basic FREE local listing is very hard and confusing to find (IMO), and it would appear that Yahoo does not offer a free local listing, but they do. If you click on the link I provided it will take you right to the basic listing of Yahoo Local and it works pretty much the same as Google. If you look at the screenshot I provided below you will see how the listings work, and how they are very similar to Google -

Yahoo Local

You just fill out the information they ask for, and once you are accepted in and the database is updated you are good to go and can start to show up in all the same ways I have already explained.

5. USCity.net – USCity.net is a HUGE Internet business directory – It is not the kind of directory that is good for helping out search engine rankings by getting a listing, it is a local directory that is amazing for sending actual traffic to your site. They have such trust with the search engines that for a huge number of local searches they come up on top, and people will find you and click on you that way. For one of my sites about 15% of the daily traffic is sent to me from USCity.net

Here is a picture from a local search done – Arizona Mattress Store – and you will see the results, and how the USCITY.net page ranks in the top 5

USCITY.net Local Business Directory

These guys do have paid options for listings, (better placement of your ad) but they do have free listings. All of my listings are free and I still see really good traffic. Just follow their instructions for listing and its pretty easy and self explainatory – especially if you have ever listing wtih a web directory before!

These are the main top 5 that I recommend; however there are a few other free local marketing options that might work well, and I would suggest giving a shot. I am talking about the free classified ads through the local TV stations. Just watch your local news tonight, and wait for them to talk about their website. When they do, go log on and find the classified ads on the site and place your ads! I have never personally used these classified ads, but have talked with many who have, and rave about their success.

Obviously, there are so many options for free local marketing that works, and I know I have not listed everything here, but think this would be a great start for anyone looking to help improve their local business. If you guys know of any other great local (free) listings that work please let me know about them here in the comments and share with everyone!