How To Enhance The Value Of Your Local Pages

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How To Enhance The Value Of Your Local Pages

How To Enhance The Value Of Your Local Pages

How To Enhance The Value Of Your Local Pages

Your customer’s journey has changed, have you done all you can to change your business along with it? Let’s go back in time, say five, ten years ago, and think about how you looked up a service. Perhaps your brakes felt mushy and were all of a sudden beginning to squeak. You likely went to Google or Bing, maybe Ask Jeeves ☺, and searched the term “Brake Shop” or “Auto Repair”. You’d pull up the search engine, add the keywords to the search bar, then you’d get back a bunch of blue links and you’d select from that list.

The results would be links to the individual websites for those auto shops, you would then begin reviewing them and decide on who to contact. You’d likely consider the professionalism of the site, what the company said about itself, and where they were geographically.

To make sure you are maximizing your company’s Online Footprint including Local Pages, Search Sites, Social Media Sites, and Review Sites, run this quick scan to get an idea of how much room for improvement remains for your company. You can even compare how your company stacks up to others in your industry.

Today, when you want to do that same search, you are typing it right into the browser, many times you are prompted by Google with additions to your Auto Repair search. Things like “near me” or “best” or “reviews”, are auto-added by Google in an effort to improve and speed up the overall search process, and to make it more valuable. It’s all changed very fast.

These phrases are how your customers are doing most of their searching today and their “search intent” is quite high when they get to this point.

A recent study conducted by Time Trade looked at how people are searching for brands and services today online. 98% of them are using search engines frequently, especially when talking about a searching involving a physical location. These consumers are time conscience and they are looking to connect and transact, now. They need to be able to act, buy, sign up, register, etc. with as little time investment as is possible.

As a business owner or operator, this means that your Local Pages must be equipped, or built out, and ready to convert these consumers and allow them to quickly evolve, from suspect to prospect to customer, all within a moment’s time.

Targeting your messaging and content towards the customers who are looking for you in that micro-moment is a business imperative in 2019. The customer may know what they want, and having comprehensive messaging on your Local Pages should allow customers to get what they need despite the hour, their location, or their level of interest. At 2 am, the customer realizes that you are closed, but if you are able to get them concise information and have them schedule an intake appointment, view basic pricing, get information like timeframes or other data points, you can essentially take that new customer out of the market, helping them to gain a sense of accomplishment that they have gotten their repair underway.

Ignoring or undervaluing your Local Pages, sites like Merchant Circle, Yelp, Google My Business, Bing, YP.com and many others, could be ignoring your next, great customer.

To make sure you are maximizing your company’s Online Footprint including Local Pages, Search Sites, Social Media Sites, and Review Sites, run this quick scan to get an idea of how much room for improvement remains for your company. You can even compare how your company stacks up to others in your industry.

For a quick consultation showing you how OMG National helps with Local Pages, schedule a ten-minute review with one of our Internet Marketing Experts today!

For OMG National, this is Jesse Lubar. Thanks for your time!

GOOGLE VS. YELP

Reviews establish credibility. Customers are more likely to trust online reviews over traditional advertising for obvious reasons, who better to ask than those who have knowledge of your business first hand? People turn to online reviews to decide where to eat dinner, what kitchen appliance to buy, where to shop, and which service provider to hire. Within major verticals there are also review sites, but in general Yelp and Google are the two primary tools used. As we look at these two sites when it comes to online reviews and each has their own positives and negatives, but which is better for your business?

Let’s break them down below:

GOOGLE – Everybody knows Google (they also have the majority of local search traffic)

  • Google is the most powerful search engine in the world, people use it to find almost everything!
  • Google reviews are attached to how Google organizes search results.
  • The more activity you have on any of Google’s platforms, the better your business performs in search engine results. Thus, the more reviews you have, the more exposure you receive.
  • Google reviews show up everywhere and across many services and sites aside from search engine results.
  • Even though Yelp reviews will pop up on a Google search, it’s likely to be 2 or 3 down the line with Google reviews and information posting priority at the top right of the results page.
  • Google is better at minimizing spam and sorting out false reviews

Yelp – Geared more toward local businesses.

*Of note, Google tried (unsuccessfully) to buy Yelp at one point

  • Yelp acts as a sort of virtual yellow pages where people can go to find out information about a business (hours of operation, location, phone number, etc.).
  • Yelp has feature to run ads and specials on the site for customers to take advantage of
  • Can pay to advertise your business to show up more frequently on Yelp search results
  • Yelp is meant to be used in mobile or tablet form, making it easy and convenient for people to pull up reviews and information.
  • Yelp requires that an active user be the one writing a review in order for it to pass through some of its security filters, which means that a happy customer can’t just create a new account, write a review and have it count the same as it would coming from a regular user. Reviews from regular Yelp users carry more weight.
  • Yelp’s mobile app is very popular and operates independently from search engines, a feature that many use and appreciate.

Google vs Yelp? The truth is that any positive online review is a good thing regardless of where it’s left. It can be a bit of overkill to ask your customers for reviews in more than one location so take the above information into consideration, decide which works best for your business and send your customers that way.