Getting to the top of Google Places & Staying There

Getting to the top of Google Places (formerly Google Local Business Directory) & Staying There

By: David Wenner, CEO, Local Hits Media LLC

As a kid, I remember how every year a new Yellow Pages book would arrive at our doorstep. Sifting through the first pages of the listings, I was always enamoured as to the number of companies who started their company listing with a string of AAAAAAA’s... At the time I was not old (& wise) enough to understand why companies were forced to use such tactics to get to the first page. These tactics have gone to the wayside with the introduction of online directories, but what has remained is the thirst for many to be at the top or on the first page.

Unlike the Yellow Pages book, the rules to who gets to page one on Google is a more dynamic affair. For example, almost a year ago it was possible to move to the top of Google’s Local Directory for your business categories simply by manipulating the data stored in Google’s Local Directory. Those days are very much over.

Today local search has become very popular as a means to advertise and as a result, Google has changed the playing field and the rules. The changes that Google has made are significant and fundamentally change the way listings are being evaluated and ranked. Below we have summarized the major areas that Google now evaluates when ranking companies in Google Places. Anyone who has an interest in moving to the top and staying there should take note of the following criteria:

1. Google Places Data - The information which is stored in the Google Places back-end is where it all starts but it is now only one element towards your ranking score. If you and your competitors have filled out the listing data in a similar manner, then the contents of the listing will play a very small role in how you will be ranked.
2. Other Local & National Directories - Claiming and enhancing your listings in other directories is important. Google searches other directories such as Yellow Pages, Citysearch, Yelp, InfoUSA and others. The more places that Google will find your company, the higher ranking score you will receive.
3. Reviews are very relevant - We have found that listings with many reviews often outrank listings with few or no reviews. Google has also added reviews from other 3rd party sites such as Yelp, Yellow Pages, Citysearch and others.
4. Your website - Google has put greater emphasis on your website; its structure, content and speed. Google now evaluates your website to determine your relevance to the local area and the categories that you have chosen. If you haven’t updated your website in a while and applied some basic SEO (Search Engine Optimization) techniques, chances are your website is becoming a liability to your rank. In addition the amount of traffic your site gets also plays a role in your ranking. What this means is that you will need to find ways to generate traffic to your site in order that you keep a high ranking.
5. 3rd party links and content - The more sites which link to your website and the more content that is linked to your site, the greater relevance Google places on your site as an authority. Google Places showcases beneath your local listing sites which link to your site or have content which links to your site. If nothing appears in this area then it would be helpful to begin a 3rd Party links strategy.

With this knowledge in hand, it is now obvious that in the new world of Google Places there is much more work involved to move to the top and stay there. With Google’s greater emphasis on reviews, your website and 3rd party links and content, the scope of maintaining a top position in Google Places has expanded greatly. If you value the need to be at the top then you will need to invest greater time, energy and resources to ensure that you continue to stay on top, otherwise you will find yourself where all those old Yellow Pages books found themselves - at the bottom of the heap.