This is a summary of the presentation given by Monte Huebsch, CEO of Aussieweb SMX in Melbourne last month, about the way Google places and local Search are changing Google's search results.
Mount begins saying that 96% of the revenue from Google's AdWords and AdSense, while the other 4% is material do to piss off Microsoft. This gets a big laugh from the audience.
The Google Search Engine Result Pages (SERPs) of today, Monte says, are almost unrecognizable from Google's SERPs 10 years ago. Most search results is now dominated by local matches, social research and/or universal search. So SEO just doesn't cut it anymore. It is absolutely necessary to be on Google places and social research.
He mentions the page view – which is a new search feature released this month, where Google adds page thumbnails directly to the search results. These views are accessible through the search navigation menu to the left of the SERPs, under the title of page views.
Mount moves to talk about the impact that local Search is currently having. Lot showed an example of a SERP for "florist Brisbane" and how it has changed in the past two weeks due to the introduction of local search. The traditional "7 pack" of search results from Google Maps is gone and in its place is a kind of universal local search, with pictures, videos and map pins all pulled from Google local listings. Algorithmic and predictive results are based on search terms used. You can even drill down to isolate only Google places results for your search terms. This provides a significant opportunity for companies to target local researchers through your Google ads.
Google Boost is a new beta service offered to select users of Google places in San Francisco, Houston and Chicago, allowing them to pay a monthly fee for Google AdWords ads creation. Boost lets business owners create search ads from within your Google places account, without the need for an AdWords account. Monte suggests that this is the form of local search is headed – with ads located ali on his maps.
Links on the SERPs now often lead to a Google sites page instead of the web site, says Hill. If you claim your place in Google places, you will go into Universal Search, Google Maps, Google Earth and mobile search, whereas if you don't, you won't!
Something to be aware of when you claim your Google places listing, says Monte, is that you can't change the email address associated with your ad. Monte suggests the creation of a new Gmail account just for your account of places for you to have more control over it and future flexibility. Monte suggests looking at Davidmihm.com as a great resource for information of Google places.
If you have a business mobile, you can mask your physical address in Google places. So, for example, if you have a mobile pet grooming service, where a physical address is not relevant-you can still use Google sites to your advantage.
Also, try to get reviews on Google places and add videos from YouTube and photos about your business as these are all included in your data allowance and you must make the most of them.
Google places is another platform for your business! Make the best use of it that you possibly can.
Tags: momentum of google, google earth, google maps, google places, serps
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