Google’s search results aren’t what they used to be. Need proof? Just look at its results page. No longer solely comprised of traditional, organic site matches, Google now lists local maps, images, videos and social cues as well — and it’s affecting more than just what you see.
If you rely heavily on search engines for pageviews and sales, as many businesses do, Google search results will drastically affect how your customers find you. There’s a good probability that a large chunk of the Google searches you perform will display Google Places listings – and consumers are taking notice. After doing an eye-tracking case study on a search engine result page, Google has reported that users heavily gravitate toward any of Places’ listings, whether they’re mixed into organic lists, concentrated in a group of seven or even listed in the middle of the results page.
If your business relies on local listings, concentrate on scoring a seat at Google Places. You can do this by using:
Citations: Ensure that your correct business information is listed in as many (reputable) sources as possible around the Internet. As always, consistency is king. If you write “Blvd.” instead of Boulevard on your Google Places page, make sure your other listings reflect the same.
Google Places page optimization: Just like your website, make sure your Places page is properly optimized. Include categories that match exactly, and point your Places page back to a city-specific landing page if applicable.
Reviews: Google will only display reviews from Google, but getting reviews from aggregators like Yelp, Superpages or Trip Advisor will help increase your presence.
The separation of search and social has officially ended. Social cues such as Twitter shares, Facebook likes and social bookmarking heavily influence search rankings. Essentially, search results are personalized for each person. With any SEO campaign you put into motion, include a social aspect to it to facilitate information sharing.