A lot of times, even within huge Marketing strategies, we don´t pay enough attention to Location Features, which nowadays rule most of the global traffic, specially from mobile devices, as Google and its Maps Interface have become the unique and totally trusted guiding leader worldwide.
Letting know Google maps your location properly and making sure of showing that address everywhere means a lot for your business, as it is known from surveys and stats that at least half of land based businesses acquisitions coming from Search Engines searches had something to do with local SEO.
It is important to know how our brains work today, how we look for information, how we answer questions… etc. to look for the best ways of reaching our audience.
Here you have for points to have on mind in order to improve your local rankings:
1. Link to location-specific pages on individual store Google Maps listings
In the above example, map results to the search query “fast food restaurants” found mostly Wendy’s and Arby’s stores. Both brands link to a location-specific page with address, maps and hours in the web page section of the Maps listing. Wendy’s uses locations.wendys.com and Arby’s uses locations.arbys.com.
2. Separate bundled retail outlets into individually located stores
As we were driving through Baird, Texas, there appeared to only be one dining option: Dairy Queen. At least, that’s how it seemed based on Google Maps. Yet about 300 feet away from the Dairy Queen was a Love’s Travel Stop that had a Subway and Chester’s Fried Chicken located inside the store.
3. Double down on descriptions of services to cover multiple business categories
The need for gas is a necessity that forces a stop on a road trip. But customers often refuel more than their cars, and gas stations depend on it. Gas has one of the lowest profit margins in retail, so the drinks and snacks that customers buy are often what supports the store.
4. Location-based search ads appear to boost organic mobile map search results
It makes more financial sense for businesses such as hotels to pay for search ads than it does for smaller transaction-based businesses like fast food restaurants or gas stations. And it seems to make a difference in organic search results on the Google Map app, too.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.