Google+ Local and Your New Customers
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David
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November 23rd, 2012
We've discussed our appreciation of Google+ quite a few times in the past, and we'd like to continue that trend by sharing a very specific aspect of Google+.
In the program, there's something called "Local." It is accessed by clicking a button of the same name in the left-hand column when you're in Google+. From here, you can search for anything within your local area, and Google+ will display relevant results according to location, review, and more.
Here's a preview of results for a "dentist" in the Northern Virginia area on Google+ Local.
What's so great about Google+ Local?
1. It's location-specific.
Of course, this really is the best part about the service. In this day and age, people almost always search for businesses before they shop. Whether that's for a small boutique or national chain, they want to get the dirt before they go.
But, it can be hard to find worthwhile listings in an ordinary online search. Instead of real reviews or a link to the website, you get page after page of mediocre online directories. This does nothing for the user except annoy them!
Google+ Local isn't like that. Instead, it provides business profiles only. No directories in sight!
2. Real-life reviews
Your customers can see exactly what other people think of your product or service right from the search screen. Google+ uses a 30-point rating system with room for written testimonial. This is great for word-of-mouth marketing, especially in highly competitive local markets!
3. Maps, Reviews, Pictures, and More!
Since we're dealing with Google+ and their social media program, each search result is paired with a Google+ profile. Imagine a really nice, easy-to-use Facebook search capability that also showed you the best businesses in the area. You could go to their profile, see their pictures, view a map, and get a sense of their personality all in one. That's what Google+ Local does! It has the feeling of a customer-developed profile but with the professionalism of both Google and the actual business.
Cons:
Unfortunately, there are a few drawbacks to this system.
1. Must Register to Participate
Although the registration for a Google+ Local establishment is rather simple, many businesses still have not made their profiles. If you haven't set up your account, you're missing crucial business. Fortunately, this is an easy fix. If you have a Google+ account already, it'll be even easier!
2. Results not shown in general search results
For customers to get the fully equipped results of a Google+ Local search, they must access a very specific part of the Google+ profile. This means they must navigate away from Google to Google+, click a specific button, and then search.
This takes just a few seconds, but it does mean customers have to change their baseline behaviors. For high-quality information like this, I can easily see that happening, but it would take conscious remembering to do so.
The Verdict:
Really, there's no reason not to take advantage of these resources. They're completely free, and have the capabilities to offer your business some wonderful online advertising! Plus, they're built into the power of Google. Make the jump today!