As if the ever-changing world of search engine optimisation (SEO) wasn't difficult enough to keep track of, the world's largest search engine – Google – recently announced key changes to the way local search results are displayed. Not to be confused with Facebook Places app, or the similar service from Foursquare, Google has called it's new baby Place Search.

What does this mean for local businesses then? To start with, let's turn to Google themselves for an explanation: "...a new kind of local search result that organises the world's information around places. We've clustered search results around specific locations so you can more easily make comparisons and decide where to go." (source: Google).

"A faster, easier way to find local information"
Instead of the traditional search box users are accustomed to, the new approach uses a combination of local and organic results to provide a more refined search experience. How? Ask Google and they'll simply tell you they have developed "technology to better understand places".

Basically, this involves collecting websites that refer to physical locations in the ‘real world' (over 50 million to be precise) and connecting them. Google claim this will make it easier to create a comprehensive picture of any given location, including a greater volume of links relevant to that particular place. They also claim this will save users on average two seconds per local search.

Adapt to Survive
The word on the street is that, unfortunately, businesses are going to have to actively manage their local placing(s). That means it's no longer a case of simply entering your business details via Google Maps and leaving them to do the rest; now users are required to actively participate in the process. In other words, you get out what you put in.

Thankfully though, this is a relatively simple process. Here are a few tips for making the most of your entry:

• Refine your listing by ensuring you're listed in the correct categories. Add media such as images and video support your listing, and don't forget to use custom fields.
• Use second-tier directories – there are plenty of sites offering universal listings across all major search engines and directories. The service is not free of course, but it will strengthen your brand immeasurably.
• Solicit reviews from past/present clients. Website testimonials are one thing, but reviews on your Google Places page and other key sites will boost your local ranking as well as adding credibility to your business.
• Use the Places Posting feature to update your entry with fresh content – a tried-and-tested SEO method.
• It's worth checking out Google Tags as a supplementary tool to back up your efforts. This is free at the moment, but for a limited time only according to Google.

We briefly mentioned Facebook Places and Foursquare at the beginning of this article. Both of these applications are changing the way users interact with their immediate environment – bringing local searches to the forefront of social media in the process. Google Places is, clearly, a response to this (at least in part). Don't leave it to chance – get on it and get seen. If you would like help with improving your search marketing efforts, call us on 08450 740068.