(Updated)
Today, Google launched Google+ Local, converting much of the Place Page data into Google+ Pages. This change makes Google+ more important for every brand’s digital marketing efforts, and further showcases how Google is integrating all of their products and partners to create a unique and personalized experience for searchers.
We’ve been watching the evolution of Google+ and Places for months now and, as Google AdWords Premier SMB partners (Local Search Traffic), we have been working closely with Google to understand the full impact that it has on our clients.
Place Page owners were not required to take any action to have their Place become a Plus page; in fact, they had no choice. We hope that these businesses see the positive aspects of this change, rather than looking at it as another digital asset to worry about. The seamless and intuitive connection that Google has made between all of their products will improve search experience and open up a number of benefits for brands, including better control of branded assets, increase engagement with customers in their preferred medium, increase visibility through Google+ Brand page and content ranking, no-cost integration of paid search through social extensions and Direct Connection search functionality and exposure.
For our franchise and multiunit clients, rest assured that your map listings contracts will not be affected and there will be no additional costs. Management of the location elements of Google+ Pages will be similar to Places. Think of Location3 Media as your Google Agency. As Place pages were the cornerstones of the map listings we manage for you, you will automatically receive new features and functionality.
Following are the major changes so far with Google+ Local; however, there will surely be numerous other changes and improvements in the near future:
- Google Place pages still exist as a separate entity when searching on the “Search” tab in Google and clicking on the Review link. However, when clicking on the marker in “Search” or viewing the results on the “Maps” tab searchers are led directly to the Google + Local Page. We would venture to guess that pretty soon clicking on the review link in “Search” will also lead to the Google + Local page
- Update-6/1-All links are now pointing to the Google + Local page and a link called Google + page seems to be replacing the review link.
Google Search-New (6/1)
Google Search-Old (5/31)
Google Maps Current (6/1)
- Most data submitted to Google Place Pages has been pulled into Google+ Local pages (address,phone number, description, photos, our analytics tagged website URL, menu links, categories); however, this may just be that the changes have not rolled out completely
- Update (6/18) The new Google + Local forum guru Jade has confirmed in a video released on 6/15/12 that photos are taking at least a month to publish once uploaded into Google Places. Photos can be uploaded by logging into the new Google Places interface and manually removing and adding photos to each listing since the ability to bulk upload photos still isn’t available
- A “Local” tab can now be found within Google+
- Some discrepancies exist between the reviews found on Place pages and those on Google+ Local pages
- Previously created Google+ pages for local businesses still exist separately and nothing has changed with regards to the management of these pages
- Google+ Local pages cannot publish content or engage with users like regular Google+ Pages can however there is a manual merge functionality available to combine your Google + Local page with your Google + Local Business page. Once they are merged you can begin using the post functionality and other Google + features
- Zagat reviews and ratings are including on Google+ Local pages
- Google + Local pages can be shared and +1′d
- Search results can be filtered by “Top Reviewer“. There is actually a significant shift in results when applying this filter. Availability varies by city and vertical
Just like with Place Pages, we will optimize the content and local information on your new G+ Pages to ensure your brand and locations are highly visible in local search results. To maintain the integrity of data and content that is currently on your Places pages, we will continue to actively manage this information. If you have not already, please contact us today to discuss how we can leverage Google+ to the fullest for corporate and on a localized level.
For all of our clients–local, national and international–Google+ offers a number of other opportunities in owned, paid and earned digital marketing areas. Some strategies include:
- Social extensions on paid search and GDN ads
- Direct Connect functionality
- Onsite +1 button implementation
- On- and off-site SEO strategy
- Content strategy
- Google+ performance measurement and insights
To fully understand the impact that Google+ has on brands, please view this video we created:
(Note: Video was created before Google+ Local launched, which is why is states we “think” Google Places pages will be merging.)
Location3 can help you leverage Google+ to its fullest and improve your overall digital marketing strategy. Please contact your Location3 representative to discuss how to get started on your comprehensive Google+ strategy today.