The challenge for many small businesses with a local customer base is how to secure more sales without relying completely on referrals and repeat work. In this post, we discuss one key element of any local business marketing plan – Website and Google my Business integration.
Research shows that 85% of consumers search for local businesses online (source). Worldwide over 80% of all organic website traffic is generated by Google. According to Advanced Web Rankings, 67% of clicks go to the first five listings on Page 1 Google.
So a relevant page1 presence on Google is of increasing importance to any business attempting to secure new customers in their local area. The key word here is relevant, There is no point at all ranking in a high position for search queries that have no relevance to the business
Google My Business And Website Integration
The first page of search results for any location based business search such as Accountant location or Plumber location tends to be dominated by directories (such as Yell). Worse still, the top of the page is taken up by paid listings, the Google My Business listings and perhaps also a featured snippet.
To rank a small business website above the directories on page 1 can be difficult (and costly). However, a prominent position in the Google my Business listing pack delivers a position near the top of the page with an obvious link to the business website. For many small businesses with websites languishing down on page 2 or below this is a real bonus as the Google my Business listing effectively delivers a page 1 presence for the website.
So if it is possible to achieve a position towards the top of Page 1 of the search results with an effective Google My Business listing why have a website at all? The two main reasons are credibility and nurture.
What is a prospect going to do when they first find a potential supplier online? If they have any initial interest they are going to check the business out. If there is no website is that going to raise suspicions? Is the business real? Are they a credible supplier?
The information available from a Google my Business listing is limited. It is not possible to deliver the depth of information required for a nurture campaign or to tempt customers to keep coming back for more.
Although testimonials and reviews available on a Google my Business listing are powerful they cannot deliver the same level of credibility as appropriate content published on a regular basis on a website.
Google My Business – An Overview
Any business can claim a free Google My Business listing and significantly increase their chances of appearing near the top of page 1 Google. In fact, a listing for a business may already exist as Google often creates a listing based simply on the information found on the web.
Google usually displays three local businesses (known as the 3 pack) in a panel, with a map, near the top of page 1 of the search results. Which local businesses are included and their relative positions are decided by a Google algorithm. The algorithm is based on many factors including how near the business is to the centre of the location used in the search query.
There is no guarantee a business will always appear in the three pack but it is possible to optimise a listing to ensure it has the best chance of display. The first step should be to claim a Google My Business listing if one already exists (the information pulled into the listing by Google can be incorrect) or to create a new listing.
The Business Website
A proportion of prospects will find a business and make contact immediately but a much larger proportion are likely to make multiple visits over an extended period of time before making a decision. A Google my Business listing is effective in securing enquiries from those ready to make an immediate decision but it has limitations when it comes to building a longer term relationship.
A website is therefore required to build a profile and content that will engage with prospects and build a relationship over time. Content added to a website on a regular basis that either builds credibility (like case studies) or ads some value to the customer can potentially bring prospects back to the website when they are ready to buy.
The content may be in the form of text, video or graphics the key point is it must develop and change over time. Possible sources of information could be how to guides, before and after videos, industry news and comment and product photography (particularly if it shows product applications).
There is little doubt every business with a local customer base should make online marketing one of its priorities. A Google local listing is a quick and relatively easy way to quickly obtain a page 1 listing on the search engines. When used in conjunction with a locally optimised website and best practice content and search engine marketing then more sales leads can be expected to follow.