How to promote your business on Google local search
(and how to get more customer reviews)
Ranking on Google local search comes down to 3 things - here’s what Google states on their support page:
What Google says:
Relevance:
Relevance refers to how well someone searches are matching with a local listing. Adding complete and detailed business information can help Google better understand your business and match your listing to relevant searches from customers.
Distance:
Distance is calculated by how far each potential business is from the location terms used in a search. If a customer doesn't specify a location in their search, Google will calculate distance based on what’s known about their location.
Prominence:
Prominence refers to how well-known a business is. Some places are more prominent in the offline world, and search results try to reflect this in local ranking. For example, famous museums, landmark hotels or well-known shop brands that are familiar to many people are also likely to be more prominent in local search results.
Prominence is also based on information that Google has about a business from across the Internet (like links, articles and directories). Google review count and score are also factored into local search ranking – more reviews and positive ratings will improve a business's local ranking. Your position in search results is also a factor, so SEO best practices also apply to local search optimisation.
Source: https://support.google.com/business/answer/7091?hl=en-GB
Your ranking in Google local search is therefore based on the following 3 factors:
Relevance
Distance
Prominence
What does this mean for your business?
In brief, this means you need to make sure your Google My Business Listing is up to date and includes all of your company information. This even means posting updates like blogs to your My Business listing, to keep it fresh.
It also means you need to set your location correctly.
And finally, and most importantly, you need to encourage customers to leave reviews.
Why are Google reviews so important?
Google reviews are extremely important. They help your potential customers to decide on who they would like to use, as a service.
For self employed, with limited advertising budget, it's a great way to get to the top of Google on local search results.
Consider your potential customers searching for:
"Plumbers in Southampton" or "Electricians in Liverpool"
Many people read through reviews first before deciding on who to contact. This is because reviews provide real-life evidence and help to gain trust.
How do I setup my Google Business listing?
Firstly, ensure that your Google My Business listing is setup and ready to go! This only takes a few minutes. You will be guided through a step by step process and all of your business information will need to be added.
Google will then verify your business by sending you a postcode with a verification code, which you will need to enter.
And that’s it, your Google My Business listing is up, and ready to go!
How do I get more business reviews?
There are a few general best-practise rules:
Timing is everything - Always ask for reviews when you have recently left a customer in a positive state of mind.
Be patient, but keen - Allow a few days for customers to leave a review, and don’t be worried about chasing up as they may have forgotten.
Always respond to reviews - whether good or bad, this shows that you care, and you are professional.
21 tactics to help you get more reviews on your ‘Google My Business’ listing:
1. Ask customers directly - If you are self employed, understanding that this is important for your business is the first hurdle. If you have a team of staff, you will need to educate them on the importance of asking for reviews. And when you have finished work for a customer, this is the best time to ask them politely face to face, for a review on Google.
2. Send a follow up email (manual) - You could leave it a few days and then send a follow up email to your customer asking for a business review on Google. Don’t forget to send them the link to your page to make it easier for them. Many customers will find it difficult to find the correct page.
3. Send a follow up email (automated) - Similar to above, but more advanced. Some businesses will have an email marketing platform such as Mailchimp. These platforms allow for you to setup automated emails based on triggers.
4. Phone call - Call your customer a few days after finishing to check if the customer is happy with your service. This is a great way to show that you care, your professionalism, but also to ask if they wouldn’t mind leaving you some feedback, and a star rating.
5. Text message - A little bit more impersonal that a phone call, but still has the potential to work, a simple text message could be the solution.
6. Invoice - Leaving a note on your invoice or compliments slip is another way to ask for your customers’ valuable comments.
7. Leave a business card - Having a business card is great, but using it in an effective way other than just showing your contact details, would make the most of its full potential. A little piece of writing with ‘Please leave a review on my Google business page’ could work. If they keep your business card in a place such as their wallet/purse, which they regularly view, this would also help with repeat branding.
8. Leave something with a QR code - QR codes are like bar codes. Your customer could scan a piece of literature, or business card, with their smart phone, and it would take them directly to you review page.
9. Leave free merchandise - This can be as creative as you wish - a mug, a mouse mat, even a DIY tool. Whatever fits with your business or industry and has enough room to include your logo and a polite reminder to leave a review.
10. Offer incentives (but never buy reviews) - It is against Google's policy to pay for reviews. However, this doesn't stop you offering your recent customers incentives outside of Google. For example, many businesses offer little rewards like a box of chocolates or bottle of wine to say thanks for the review. The rule here is that they must be a customer. You cannot ask for reviews from anyone.
11. Referral programs - Many businesses run referral programs. This could be a reward for a current customer who refers a new customer to you. By receiving an award after a referral, your customer will be in a positive state of mind, and this is a great opportunity to ask for a review.
12. Use your social media channels - Social media is a great way to not only show off your happy customer through case stories or testimonials, but also to ask for reviews. There’s no shame in that.
13. Add a review link on your own website - It goes without saying, leaving a link on your own website for returning visitors, is an easy way to drive traffic to your review page.
14. Reviews don't have to just be for paying customers - If you have helped them in any way, which may include free advice, suggestions or recommendations, this can all count towards a Google review.
15. Events or exhibitions - Similar to the above, if you’ve been to an event or exhibition, perhaps you ran a speaking session or seminar and gave out some great advice, you have still added value to your audience, and they may wish to thank you for this.
16. Don't just stop at Google My Business Reviews - There are other review sites which are not only good for expanding your reach, but also boosting your website rankings through domain authority and link building. These include Facebook, Yellow Pages, Yelp, plus many others.
17. Use trade review sites - Similar to above, for self employed, be sure to keep your reviews up on trade websites too. - Including CheckATrade.com, TrustATrader.com. All of these reviews and back-links to your site will help with your Google rankings, both local and general listings. There may also be review sites within your industry like wedding photography, or landsacpe gardening sites.
18. Social media advertising - You can target your customers on social media platforms like Facebook with custom audiences. You simply upload an email list and you can show sponsored ads to your customers, with personalised messages. Of course, this will cost you some money to advertise, but it may be worthwhile the investment, if it means a local listing at the top of Google search results.
19. Display advertising (remarketing) - If you have a little bit of budget, you can target display ads to customers that have visited a particular page. This could be an invoice page or member login area. For customers who have hit a certain page, you can follow them with display ads, which ask for a review.
20. Run a raffle of prize draw - As an incentive, you could run a raffle or prize draw, and put those who make a review into a hat to win a reward. As mentioned above, the rule here is that it must be customers only.
21. Keep it personal - Perhaps sending your customer a birthday card or special message to add a personal touch. With it, you could include a message with a reminder asking for a review.
Summary
Ok, so some of these ideas may be a bit far-fetched, but it will give you some inspiration.
Local businesses really need to understand how important it is to get reviews from customers to help with their Google local search rankings.
The sooner business owners have a real clear strategy in place, with the aim to receive reviews, the sooner they will see their Google local search rankings climb to the number one spot.
Good luck! :)
Gary.