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Google+ Local Round 2

Google will be rolling out a second round of updates and changes to the Google Places-Google+ Local merge that first occurred on May 31. To best prepare you for these changes, we have some recommendations and predictions. But first, let’s start by reviewing what really happened in the first round, and the impact it has had on local business listings and visibility.

To view this content as a Google+ Hangout, check out the video below with Social Media Planner Angie Pascale (@angiepascale) and SEO Planner Tarla Cummings (@tarla). For best viewing quality, please watch in full screen mode.

GENERAL OBSERVATIONS & ISSUES

  • ANALYTICS: Activity originating from within Google+ does not display in reports, only activity originating from  Google.com or Google Maps.
  • ACCESS: Google+ is not available in all countries yet. Some big businesses cannot see the site while at the office because they block social networks. Can’t access from mobile phones (Androids can find G+ pages through Local app, not G+ app).
  • REVIEWS: Can’t be anonymous, which may cause reduction in volume of reviews. This may affect ranking and may reduce number of negative reviews for all businesses.
  • SETTINGS: It’s possible to set comments to “only you” can see. You can also make it so you have to approve tags. There is no multi-unit admin functionality yet.
  • OTHER FEATURES: Offers are still only available in the US. Map Maker may be driving information over managed pages (specifically categories). “Owner verified” designation is  currently gone, but Google is working on it and should be reinstated with second round of merges.

RANKING OBSERVATIONS & ISSUES

Ranking varies slightly on Google+, Google Maps and Google Search; however, signed in search and not signed in search do not seem to vary. Compare the results below for the same localized search on 1. Google Maps, 2. Google+ and 3. Google.com (click to enlarge).

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Other thoughts on ranking now and in the future:

  • Having a Zagat page and reviews may aid ranking by increasing prominence.
  • Google now directly connects reviews to the Google Plus profile of the reviewer, which might have a positive effect on the rankings in Google+ Local through prominence and relevance associated with the reviewers.
  • Existence of Google+ Business pages and tie to brand page might have positive effect on the rankings in Google+ Local due to prominence based on age and brand connections.
  • Google+ Local might begin utilizing “pure” local search ranking factors, such as quality of website optimization.
  • General authority of a Google+ Local page may factor into ranking (e.g., how many people have followed it, how many have +1ed it, authority of those that follow the page, etc.).
  • Activity on the Google+ Local page may factor into ranking (e.g., how many messages posted, volume of comments, +1s and shares of messages).
  • General relevance of the Google+ Local page may also factor in, meaning how relevant the content being shared is compared to the topic of the page or its category.

Currently, +1s on Google+ Local pages are not showing up in the search results.This may happen in the second roll out (or in one of the innumerable roll outs that will likely continue to occur).

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KNOWN BUGS

  • Some listings are all together missing
  • Photos: Not publishing unless they were uploaded in old Places interface (prior to 5/9), but aspect ratio is off; cannot indicate which one is the profile photo versus other images

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  • URLs not redirecting – (6/27 update – this has now been corrected)
  • Different entities – local Google+ vs. Google+ Local
  • Categories missing on Google + Local pages, only the first two categories show
  • Two Google Places templates—one template without ad-specific fields and one template with ad-specific fields. We suggest using the first one.

WHAT’S HAPPENING NEXT

Google+ Local and local Google+ will automatically merge, allowing local businesses to post content and engage with customers on a localized level from G+. This will allow users to “follow” or circle a Google+ Local page (July sometime is our best guess). And a parent-child hierarchy will be instated, whereby brands can (hopefully) manage settings and content at scale.

Here is a future look at Google+ Local pages, with posting capabilities and video.

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We also have some predictions (or maybe just a wish list):

  • Content/engagement management at scale
  • Settings management at scale
  • Photo and video management at scale
  • Additional data fields available to enhance at scale
  • Analytics specific to Google+ (like FB Insights) and integrated into Google Analytics

HOW TO PREPARE

Create a Google+ brand page and link to website with rel=publisher code. Below are the items and next steps that we’re currently working with clients on:

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Start thinking about the Google+ Local About Page, as it will be the first thing visitors see when they get to the Google+ Local Page. There is more space for adding details and messaging into the business description, along with anchor text links and social media links. Keep in mind that using a short description will show reviews above the fold, and using a longer description will push reviews down the page, potentially hiding any bad ones (but the good ones, too!).

Have a communication plan to alert franchise and store owners to these changes. Let them know you’re on it and as prepared as possible at this point.

Be flexible and open to new opportunities. Early testing is available for the brave.

RISKS IF YOU DON’T PREPARE

It won’t just go away if you ignore it. There are serious risks to your brand reputation and digital marketing success if you are not prepared and nimble.

  • No engagement on local level
  • Negative customer comments if pages are not locked down by default
  • Decreased ranking potential if circle membership and page activity factor into ranking
  • Decreased search engine visibility due to SPYW and Google+ ranking prioritization
  • Missed opportunity for parent-child relationship
  • Divergent online marketing tactics
  • Decreased competitive advantages
  • Loss of overall brand control and online reputation management

Stay tuned to learn more about the second round of (major) Google+ Local updates. And contact your Location3 rep if you’d like to start preparing today.


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