{"id":117306,"date":"2020-01-22T20:00:00","date_gmt":"2020-01-23T01:00:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/why-local-search-is-more-than-just-google-my-business\/"},"modified":"2024-12-20T09:22:01","modified_gmt":"2024-12-20T14:22:01","slug":"why-local-search-is-more-than-just-google-my-business","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/local-search\/why-local-search-is-more-than-just-google-my-business\/","title":{"rendered":"Why local search is more than just Google My Business"},"content":{"rendered":"

You won’t be surprised to learn that Google is essentially a monopoly in local search, controlling up to 95% of search traffic in certain verticals. That makes the search giant a critically important source of revenue for local businesses and enterprise brands with distributed local footprints.<\/p>\n

But local search is more than Google My Business (GMB)<\/a> alone\u2014and we’re not just talking about the remaining 5% of non-Google search traffic. Focusing on other local search channels creates a more complete and compelling experience for customers, whereas focusing on GMB exclusively will only limit your brand’s visibility. With that in mind, here are five other aspects you need to consider in order to truly thrive in local search.<\/p>\n

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  1. \n

    Other directories boost your Google rankings <\/h2>\n

    Being a data aggregator first and foremost, Google cares about your presence on other websites. It scrapes directories like Bing, Facebook, and Apple Maps to find corroborating information. Conflicting data leads to lower Google rankings; in fact, it’s better to have no corroborating data all. Got skeletal or abandoned listings on other directories? They’re harming your efforts on Google.<\/p>\n

    A client of ours declined to syndicate their local data to directories other than Google\u2014even though there is no additional cost. After we convinced them to syndicate to all Tier 1 vendors (Bing, Foursquare, HERE, TomTom), their monthly views jumped from 450,000 to more than 600,000.<\/p>\n

    Remember, though, that there is a point of diminishing returns. Submit your data to all the sites that have relevant, significant web traffic and then stop. It’s usually not cost-effective to manage smaller directories one by one.<\/li>\n

  2. \n

    There are unique users on other platforms <\/h2>\n

    Google is ubiquitous, but a rising number of people are avoiding the search giant either because they distrust it or because they prefer experiences offered by Google alternatives.<\/p>\n

    For instance, the DuckDuckGo search engine has made strong gains in recent years because it pledges to never store user data. So where does it get its business data? From Apple Maps, which will take every opportunity to compete with its arch-rival. Focusing on GMB alone excludes you from this entire audience\u2014and from most iOS users who use their system’s default settings.<\/p>\n

    \"WeChat<\/p>\n

    Of course, you may also have a niche or discrete audience not best served by Google alone. For example, restaurant brands cannot afford to neglect Yelp, while hotels and other travel and hospitality businesses have to be active on TripAdvisor. National boundaries also matter: you’d be hard-pressed to find someone in Shanghai who doesn’t use the WeChat app, while Yandex is more popular than Google in Russia.<\/li>\n

  3. \n

    Offline customers use local search too \ufe0f<\/h2>\n

    “Offline local search” may seem like an oxymoron, but consider travel apps and GPS. Outside of major metropolitan areas, online connectivity is far from guaranteed. Travel apps overcome this obstacle by allowing users to plan trips and itineraries before disconnecting. Want to show up for offline travelers? Here’s where they’ll find you.<\/p>\n

    GPS is still wildly popular, with many newer car models having navigation systems built right into the dash. These systems use their own internal directories to pinpoint stations, restaurants, attractions, and even shopping venues. If your business is on Google but not in major GPS directories, you’re effectively invisible to a huge number of drivers. After all, Google’s 95% market dominance counts for little among those who continue to rely on GPS and other “offline” directories.<\/li>\n

  4. \n

    Store pages fuel local SEO <\/h2>\n

    Many businesses are unaware that their GMB profiles should point to a specific store page, not their homepage. Google does not want a user in Lower Manhattan to be navigated to Starbucks.com: they want them sent to the store page for 200 Water Street (or whichever of the 20+ nearby Starbucks is closest!). Every business location should have its own unique landing page because a local result is a more relevant result.<\/p>\n

    \"A<\/p>\n

    But it can be a huge undertaking to create and maintain landing pages for every business location<\/a>\u2014and Google will not be fooled by near-identical store pages, so they must contain unique identifiers such as address, hours of operation, and store photography. Store locators are often used to accomplish this task, but it’s a poor user experience to send users to a store locator tool rather than the location they have already punched into their search engine.<\/p>\n

    Local pages also boost rankings\u2014providing another instance of that all-important corroborating information\u2014and enhance online-to-offline conversion rates. If, for example, you list store-specific amenities on each location’s landing page (such as Wi-Fi, free parking, or accessible entrances), you can help your customers decide which of your locations to visit.<\/li>\n

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