Google Maps and Local Business Results - how to guide

**darkstar_tfd** · 08-01-2009 10:07 PM

Google Maps and Local Business Results - how to guide

After starting this thread, I saw that LBR and Google Maps can be a good source of traffic, but very few have knowledge about it or very few are willing to share their knowledge on the subject. I think it`s time we clear the things up, a bit, so WebmasterServe will introduce you a "how to" guide on Google Maps and Local Business Results.

Please bare in mind that the information shared here is not "absolute truth" -> you may add critics, sugestions and additional information, in order to make this forum topic more comprehensive. I do know things change very fast in everything related to Google, so the time frames, orderding of the steps or structure of documents ( like KML ) can be different at the time you read this post.

Okay, so we know where we`re starting, lets add up some information on Google Maps and Local Business Results.

Step 1 - Recognise Local Business Results

You must recognise Local Business Results. We`ll have a query on Google for London hotel ( http://www.google.co.uk/search?hl=en...meta=&aq=f&oq= ) and we can see, after the paid google results, the Local Business Results for hotel near London part, with a total of 10 results containing the name of the hotel, the link for a page of that hotel ( if it exists ), the phone number and a reviews link, if that website was reviewed on a tourism-like portal with complete information about the hotel in cause.

I guess there is no need to describe Google Maps, as many of you are already using it often in finding a location ( or maybe you`re using Google Earth ? ).

Please keep in mind, that even if you do not manage to get listed in the top-ten results for a certain local search, you still have good chances of beeing found using " More results near London » " link, especially if there are sections where the users are educated enough to use Google`s features. ( yes, surprise, it`s not all about Google, but also about how users interact with Google`s Result Pages Features ! ).

Step 2 - Getting to know the system

You need to know a few basic things about Google Maps. Like, for example, that the placemarkers on the maps you see on certain sites are created using a KML file. Or that the KML files are similar to XML files, but using certain tags that helps the placemarker have a position/title/description/address. By creating KML file you also make a step forward for your inclusion in the next Google Earth release, as all data gathered from users is well connected between these two.

You can see an example of a map with a placemarker included here or here. If you click on the placemarker ( that rounds + cross sign ), you`ll see that this action will open a box containing information about that placemarker ( information that can be manipulated from the KML, as I described above ) -> title, adress and description. You are able to include even links or images in the placemarker`s box, so the specter of usage in purpose of promotion is even wider.

Step 3 - Getting the process going...

If you want to get your business included in Local Business Results by Google, than it means you have a business with a website. If you do have a website, than you have a contact page. Now you have to check if that page contains all the information a possible client may need from you, the business owner. Because Google needs that info from you, in order to list you on the LBR.

On your contact page you can add the name of the business, address of the business, phone number, fax number. Except that, you must add a certain map with a placemarker for the exact location of your business. Some have used just images with the appropiate alt and title, some have embbemed Yahoo Maps or a similar system. I would suggest you include a map by Google. It`s easy, it`s fast and you`ll have to create the KML for it anyway, so it will spare you some time.

Also, adding Google Map on your contact page will ensure your KML will get indexed, even if you do not submit the file in other way to Google, so there`s one more advantage. If you have multiple locations for you business, then you just fill in more lines in the KML file and you`ll have better chances of showing up in Local Business Results.

Step 4 - The code !

Creating the KML is not a difficult task. Actually, you have all the information required here, but if you do not want to run through out all those information, I will give you the shortcut -> so here is the shape of a KML I created for one of the maps exampled above :

Code:


<kml xmlns="http://earth.google.com/kml/2.1" 
       xmlns:atom="http://www.w3.org/2005/Atom">
            <Document>
             <name>Test location</name>    
             <atom:author>      
               <atom:name>Webmaster Serve</atom:name>    
             </atom:author>    
             <atom:link href="http://www.webmasterserve.com" />    
    

        <Folder>
            <name>Title for the folder</name>
            <open>1</open>
                    <Placemark>      
                        <name>Title for the location</name> 
                        <open>1</open> 
                        <address>Adress line for the location </address>
                        <description><![CDATA[ Information regarding the location <br /> you can add html code here ]]></description>   
                        <Point>        
                            <coordinates>21.259590983390808,45.75156601475873</coordinates>      
                        </Point>    
                    </Placemark>  
        </Folder>        
        
  </Document> 
</kml>

So, every line of the ones above can be changed to fit your needs. The description tag allows you to add images, links, text ( HTML format ), so you will have to use it wisely. You can use the folder, or not. You can add the exact address ( in case Google matches for Earth ) and you also need to fill in the exact coordinates. For the coordinates, you can use a faster mash-up tool like the one here : http://www.mapbuilder.net

Step 5 - The content creation

This step is all about filling in the fields for the KML file. In case you know the steps of a basic on-page optimization, than you know how to add some good titles and description. If you need to be listed for "London Hotel" than your title location will contain those keywords. The same applies for the description. So, in case you need to optimize your listing, follow basic steps of SEO -> things you can read almost anywhere.

Step 6 - The promotion part

Similar to getting links for a certain landing page, in order to get it listed high-up in Google Result Pages, getting reviews for your location is extremely important. If you can get your business listed in as many portals with the name you target ( london hotel ) -> equal to a review, you`ll have advantages in getting listed and displayed on a better position. Simple sistems like this one will do the job for you, but do not hesitate to link yourself from your own network, if that is an option.

So, for example, if you have a couple of websites with a tourism section available, you can link to your main business contact page and map, that may count as a review.

You can even consider this the "promotion" or "link building" part of the Local Business Results guide.

===================================

You can follow these steps to get a manual inclusion in Google`s Local Business Results, but you must know there are also other ways to get listed. Some hotels just got into LBR without doing anything, because users include them from systems like TripAdvisor.

The method described here will ensure you a better control and a better way to manipulate the results, though, so it`s all about your time and will to make this work.

I hope this article will be useful and I hope you can contribute with some extra informations!

Thanks

**kappa84** · 09-30-2010 03:39 PM

Darkstar, great post mate, I was really looking for a "simple-way" of revealing the KLM mystery. :)
If I may I would add some points to this thread:

1. You said you need a website for Google Places, and you are right if you are using KLM; however, you can easily do this without a website, just claiming the business should be enough. Of course, if the 7-boxes are already filled, it's difficult to grab a place on the first page, however there are smaller towns without any business claimed (talking about some niches, not all of them), this is easy task - claim place and Google Places will create a one-box for you. :)

2. You said about reviews, don't argue with you at all. Reviews are great, and it seems even negative ones have a positive aspect on rankings. The citations, on the other hand, are extremely powerful! Those can be made on local business directories, niche directories, vertical directories and so on. Although the niche directories are a must, there are some very important and powerful business directories in UK anyone should be using for getting citations from authority sites, here they are below:
Hotfrog
Qype
Local Data Search
Thomson Local
Yelp
UpMyStreet
Trusted Places
Bview
Tipped
We Love Local
Brown Book
Infoserve
Yell.com
TouchLocal
Scoot
Ufindus
SmileLocal

3. Speaking of reviews, many people ask how to get them? It's simple: call ex-customers or current ones, ask them some questions about the service/product you sell and kindly ask their permission to use the reviews on Google listing or any other sites that allow reviews. Simple as that.

4. How to get more local directories that Google see them as authority ones? It's easy, just check where your competition gets its citations from and try to follow them. Most of the websites will offer a free listing.

5. About the Google listing: always fill ALL the empty spaces when claiming your business, from pictures to keywords and videos, all contribute to a higher rank in the maps. :)

If someone has more to add, you're welcome!