Retail advertising has many new possibilities online. One of the first and easiest things every retail business, restaurant, dentist, lawyer, contractor, ANY LOCAL BUSINESS needs to do is claim or create your listing in "Google Places". I'm sure you've seen that map showing local businesses and locations when you search for anything product or service related? Google offers this free advertising service, it's their answer to yellow pages but with allot more to offer. You want to maximize this free service before your competition does. You hear it all the time that location is everything and it's no different on the Internet. The best positions are limited, you want to be at the top of that list or at the very least in the top three or four and that will take a little planing and execution. Being on the next page reduces the chance of anyone seeing your advertisement by 95%.
Google rewards those businesses that play the game the way they're supposed too. However, Google does not come right out and tell anyone how the game should be played, which makes it difficult to figure out. But if you read between the lines in Google mission statement, read all their terms and conditions and visit help forums, basically submerse yourself into everything written by Google you'll find that it all boils down to three things Google rates as very important, these are:
1) Relevancy- is the business relevant to the search term entered?
2) How often is the information being updated?
3) How much activity is there?
Now this may sound simple enough but there are allot of components with in each one. Relevancy, for instance, applies to how the viewer perceives the information being presented. One of the many things Google track's is how often someone clicks and then stays on the listing, this is called the bounce rate. If you have a good bounce rate (low number) then Google rates your site as being more relevant to that search term than other sites with a higher bounce rate. There is much more about relevancy to discuss but for your Google Places advertisement, it is enough just knowing this.
Fresh information refers to how often is the listing being up dated. Google has put in place a review feature for anyone who has done business with that listing to be able to post a comment and rate the experience. This leads to the third thing Google rates highly and that's activity. The more reviews, means the more activity, the more activity means the higher you rank in the listing.
A couple of features you must take advantage of when setting up your listing is including photos and videos. Google loves multimedia so use these two services. Take pictures AND videos of yourself, your location, products and services and upload them to your listing. This improves the second and third things Google loves-fresh information and activity.
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