When building a successful Google Places listing it is important to ensure that your landing page on your website doesn’t ruin all the hard work you put into getting your listing right. I’ve been researching the new results format for local Google Places in the search engine results pages (SERP) and here’s what I’ve found out.
What Makes a Good Google Places Landing Page?
When setting up a Google Place you have the option to include a URL to your website. Now the obvious choice for most companies is to put their homepage URL in this data field, however there are a number of good reasons why you should choose carefully which page you use or even consider setting up a page specifically for your Google Place to link to.
Reflecting your Google Place Location
It may seem blindingly simple but many landing pages offer no confirmation that the business is based at or trades from the location of the listing. This can cause several problems, not least of which is the ability of Google to suspend the listing if they feel that there is insufficient evidence that the business is based where stated.
Supporting your Google Place Search Phrases
In any search that delivers a local result Google will have identified that the listings presented match to a greater extent the criteria of the search, specifically this includes the phrases and words used in the description, categories and additional information fields on the Google Places listing.
In order to ensure that your Google Place achieves a high position for your target search phrases, the title, description and frequency of words in the content of the page should also reference the search content. In other words the page would ideally search in for the target search regardless of the Google Place that references it.
Reinforce your Google Place Brand Image
Lastly and perhaps most importantly for encouraging visitors to buy your services your Google Places landing page should replicate the branding, messaging and product range that the Google Places page presented. If this is not the case then you are more likely to have visitors bounce back to the search results considering your result to be not credible, confusing or worst down right misleading.