Google map trực tuyến

Everyone has their favorite Google tiện ích, and mine is – without a doubt – Google Maps. Sure, Google Now is incredibly impressive (và getting better all the time, thanks to Google’s artificial intelligence, RankBrain), but Maps is one of the apps that Google has spent the most time refining & improving, và the results speak for themselves.

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Although I pride myself on my strong natural sense of direction, I use Google Maps all the time. Where would we be without Google’s omnipresent GPS data to guide us? Probably driving off cliffs or getting lost in fields, if Apple’s attempts khổng lồ match Google Maps is any indication (yes, I know, it’s better than it was, but it’s still terrible). Google Maps is undoubtedly one of the most useful tools Google has given to lớn the world, but it’s much more than a means of getting around without resorting khổng lồ folding paper maps (bad) or asking people for directions (worse) – it’s an incredibly powerful marketing tool.

In this post, I’ll walk you through how digital marketers can – và should – be using Google Maps sale as part of their wider digital sale strategies. We’ll cover essential features & things you absolutely must be doing, as well as some nifty, lesser known tips and tricks to help your customers find you.

What Is Google Maps Marketing?

In a nutshell, Google Maps sale is the process of using Google Maps’ functionality lớn make your business easier to find. Although this can be very useful (và expected) for large companies, it’s even more indispensable for smaller businesses. However, Google Maps marketing isn’t just about visibility – it’s about positioning, & not just that of your store. If used correctly (& strategically), Google Maps can play an important part in your digital sale strategy.

What’s the Point of Google Maps Marketing?

The ultimate objective of Google Maps kinh doanh is not just to lớn rank higher on Google Maps, but also to achieve sầu as high a placement as possible in the local business results listings on relevant Google tìm kiếm engine results pages. Let’s take a look at what this means.

Proximity Based Google Maps Results

The first type of Google Maps listing is that based on your physical location. With mobile search volume increasing, this type of search (& Google Maps result) is becoming much more comtháng. If you’ve ever performed a search for a specific type of business from your Mobile device, you’ll almost undoubtedly have come across a result lượt thích this:

 


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In the example above, I performed a tìm kiếm for “bookstores” and received these results. As you can see, Barnes & Noble has the top spot thanks khổng lồ its PPC ad, as well as the top organic result (whether this is a result of high tìm kiếm volume, canny SEO, or a rapidly dwindling corporate bookstore market is anyone’s guess). However, the Maps results are what we’re really interested in.

Similarly lớn the way PPC ads are subject to lớn the ad rank formula và assigned ad positions based on that formula, Google Maps listings are prioritized inlớn positions based on the user’s location, with position “A” being the closest & most prominent. Positions “B” and “C” are also provided, in case I want more options.

You may have experienced results like this yourself. Many sản phẩm điện thoại users are prompted to search for businesses near them thanks to lớn Google Suggest, especially when searching from their Smartphone device. The screenshot below shows the same search performed on my Android device with location data tracking enabled:

 


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Depending on a number of variables, some searchers may find that predictive sầu “near me” results are even more prominent than they are in this example. It’s almost as if Google wants us lớn use Maps khổng lồ find local businesses!

Ranked Google Maps Results

Although proximity based Maps results are comtháng, they’re not the only type of results offered by Google Maps. Not every user has location data enabled on their Smartphone device, and Maps listings are available for virtually any destination on the planet, not only those in the user’s general vicinity. This is when “ranked” Google Maps results are often shown. These results appear on Google Maps searches for businesses of a certain type in a given location. For example, in the figure below, you’ll see Maps results for “dentists” in Beverly Hills, California:

 


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As you can see, Beverly Hills is particularly well served when it comes khổng lồ dental practitioners (got lớn keep those pearly whites as white as can be for the cameras, after all), which makes it a highly competitive market for Google Maps sale results. At the top of the menu is Dr. Kourosh Maddahi, who owns a dental practice on North Roxbury Drive that has an average patient rating of 4.8 out of five sầu stars from 37 Google Review.

Here’s where the “marketing” part of Google Maps kinh doanh comes into lớn play.

In this tìm kiếm, I looked for businesses on the other side of the country (eliminating any possibility of my location factoring inlớn my results), so Google isn’t showing me results closest khổng lồ me. If you look at the second-highest result in the example above, you’ll notice that Dr. Arthur Glosman’s dental practice is also located on North Roxbury, but has a slightly higher patient rating of 4.9 out of five sầu based on 51 Google review, but this result is ranked below Dr. Maddahi’s practice, so Google isn’t ranking these Maps results purely based on customer ratings, either – so what’s going on? The answer lies in how well-optimized your Google My Business listing is, along with some other factors.

What Is Google My Business?

Formerly known as Google Places, Google My Business enables business owners khổng lồ clalặng a listing for their business that may appear in Google search results. Virtually any type of business (with the exception of certain more risqué establishments) can claim a Google My Business listing, which will display information that searchers may want to lớn know, such as address, opening hours, & customer ratings.

 


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Image via Google

Google Maps Marketing Optimization Checklist

Although many businesses clayên ổn their Google My Business listing, many simply register their business & provide only the most cursory (or worse, incomplete) information. This, unsurprisingly, results in far less visibility and a poorer overall Google Maps ranking. So what can you do? Here’s a checkdanh sách khổng lồ improve sầu and optimize your Google Maps listing for maximum visibility.

Use Complete, USPS-Approved Address Information

Getting your address right might seem lượt thích the easiest part of your Google My Business listing, but you’d be surprised by how many businesses get this wrong.

 


When entering your address into lớn your Google My Business protệp tin, ensure that you use the exact same address information used by the USPS (or applicable postal service where your business operates). This includes room, suite, or subdivision information, a full nine-digit zip code, và anything else that makes your business easier khổng lồ find. Be sure khổng lồ check for erroneous spaces and other formatting errors, as even slight mistakes in address formatting can interfere with your Google Maps ranking.

Something else khổng lồ kiểm tra is that your address is actually being displayed in your Maps listing in the first place. In your Google My Business settings, there is a checkbox that states whether you would like your address information lớn be displayed. Barring a few exceptions (for matters of customer privacy or safety, for example), this should almost always be checked. The more data you give sầu Google, the more likely you are lớn rank more highly in Maps results.

Specify Which Areas You Service

Some businesses have sầu a physical storefront or location, but also serve a wider area – think pizza delivery services or package carriers, for example. If this applies to lớn your business, it’s crucial that you state which areas your business services in your Google My Business protệp tin. This could include the names of nearby towns or cities that you serve sầu, or a geographic radius (in miles or kilometers) from your physical location.

 


 

You can (& should) also specify whether you actually serve sầu customers at your business’ primary location. If you vì chưng not, you don’t want people turning up at your business expecting to lớn be served when you’re a phone-only company, for example.

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Get Your Google My Business Listing Verified

Getting your Google My Business listing verified should be the next cửa nhà on your to-vì chưng menu. The verification process can take up to a couple of weeks, as usually Google insists on mailing a postcard with a unique PIN lớn the physical address listed in your Google My Business protệp tin lớn confirm verification. Google does allow some businesses to verify ownership via phone.

 


This step is especially important if your company offers a wide range of related services. For example, if you run a digital marketing agency, you might set “Internet marketing” as your primary category, và include SEO, PPC, content kinh doanh, email sale, và social truyền thông advertising as additional categories. The more information you provide Google, the more accurate – & optimized – your Google My Business listing will be.

Optimize Your Introduction

You can think of your Google My Business Introduction as a summary of your company, the products và services you offer, & what sets you apart from the competition. Again, many businesses don’t even bother to take the time khổng lồ vày this, which is another missed optimization opportunity.

 


Your Introduction should contain everything a prospective sầu customer might need lớn know about your business, such as what you vày, where you are, và why your business is the best. You can insert link lớn relevant pages on your site in your Introduction, but be wary of link- and keyword-stuffing. Your Introduction may be subject to lớn Google’s editorial standards, so cramming liên kết & từ khoá inlớn your Introduction is not only a bad, sleazy, black-hat thing to lớn vì chưng, it’ll also probably result in a denial from Google. By all means use relevant từ khóa in your Introduction, but take the time to craft a well-written, compelling Introduction written with searchers in mind.

Going baông chồng to our digital kinh doanh agency example above, if you offer a wide range of products or services, consider using a bulleted danh sách rather than including them in your copy. This makes it easier lớn read, which is a best practice that can help your Introduction resonate more strongly with people searching for your business.

Include (& Optimize) Photos in Your Google My Business Listing

Google Maps is an inherently visual platform that goes beyond the maps themselves. Businesses with listings on Google that include photos are much more appealing than those without, which makes your business stand out, but the inclusion of photos can also be an optimization opportunity.

Take a look at this example of a well-optimized listing for Dillons, a bar just around the corner from zerovn.net’s offices that’s a perennial favorite with our staff:

 


See how much nicer the listing looks with that crisp, professional image at the top? This makes Dillons look a much more inviting destination than it would be without images. Users can also scroll down the Google Maps listing lớn see more pictures of your business, which can be crucially important if ambience is important khổng lồ your establishment (as it is with many service-based businesses).

However, including images in your Google My Business listing is about much more than looking pretty – you can also optimize the images themselves to lớn increase your visibility. You can use third-buổi tiệc nhỏ apps to lớn add metadata to your images, making them easier to lớn find. For example, you might add the following metadata to your images lớn make them as optimized as possible:

Physical address / latitude & longitudeCity / geographic location / country tagsKeywords relevant khổng lồ your businessComments about relevant services offered at your locationAdditional categorization information

Be sure khổng lồ update your listing as your information changes as well.

Solicit Customer Reviews

Rethành viên how we talked about user nhận xét in our dental practice example above? It’s unclear to lớn what extent user đánh giá play a part in the Google Maps search algorithm, but a business with no review is almost certainly going lớn struggle to compete with a business with lots of review, so it’s vital that you solicit và include Reviews in your Google My Business protệp tin.

More on this: How lớn Get More Google Reviews

 


 

It’s worth noting that reviews will not be displayed alongside your Google Maps listing until you have sầu accrued at least five sầu, so be sure lớn encourage satisfied customers khổng lồ gush about how great you are. Unfortunately, there isn’t much you can vì about negative sầu Đánh Giá aside from responding to lớn them according khổng lồ Google’s guidelines, so it’s important to monitor what people are saying about your business carefully and respond appropriately.

You can also use third-tiệc ngọt monitoring tools khổng lồ keep tabs not only on your business, but competitors’ businesses in Google Maps. Đánh Giá of businesses on Google, Yelp, Yahoo Local and similar services are considered “citations” of a business, which are trackable using truyền thông monitoring tools like Mention. You can kiểm tra how many Đánh Giá (or citations) the top-ranked business in Google Maps has, which can give sầu you an idea of the standard and volume of Review necessary lớn rank more highly. Citations can function similarly to backliên kết – the more citations you have, the more ranking potential your business may have sầu in Google Maps.

As with almost everything relating lớn Google’s algorithms, it’s impossible to say how important citations and review are to your positioning in Google Maps, but if you’ve got a ton of liên kết và positive mentions from sites like Yelp, it can only be a good thing.

UPDATE: New Google Maps Ads

In May, Google announced that a range of new ad features would soon be coming to Google Maps. 

There are four main ad features that are new to Google Maps. They are Promoted Pins (which can include branding and logos), in-store promotions, customizable business pages, and a local inventory search function. These ads will be shown in Maps results on the Google Maps tiện ích, the desktop và sản phẩm điện thoại versions of the Google Maps site, and on Google.com Expanded Map results.

In the main Google Maps phầm mềm, users may see a single promoted ad at the top of Maps searches, as below:

 


As you can see, the ad flag next khổng lồ the ad in the image above is purple. However, with Google"s recent announcement that it would be transitioning away from the familiar yellow ad flag to a green one, this may change in the near future. Also, up lớn two ads may be shown on searches made from within the Google Maps ứng dụng itself.

Google has a lot more changes in store for Google Maps. For a full rundown of what you can expect, kiểm tra out our post about the Google Maps local search ads here.

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Above All, Be Patient

Like other digital sale optimization efforts, improving your visibility in Google Maps sale can – & likely will – take time. This means there are no quichồng hacks, no overnight fixes, no easy way to rise khổng lồ the top of the paông xã. Even if you implement all the optimizations above, it may still take a while for your business’ visibility lớn improve sầu in Google Maps. However, don’t despair. Just stay on top of your optimization efforts, keep your information and profile current, & focus on what really matters – taking care of your customers.


Chuyên mục: Công cụ tìm kiếm