Google Local Search: The Anatomy of Google's Search Results Page

If you're new to "Local Search Marketing" then distinguishing the results of Google Local from the standard Google search results may be a little confusing.

To aid understanding, I've knocked up a quick graphic showing the different search results that Google returns for the phrase 'builders nuneaton'.



I know it's not the best graphic in the World but I didn't have a lot of time and it should still (hopefully) get the point across :)

As you can see, the first three results and the right-hand sidebar (in the green boxes) are PPC, or sponsored results. PPC stands for Pay Per Click - businesses pay money each time a searcher clicks one of these links. Getting your business to the top of this list simply requires getting a Google Adwords account and outbidding your competitors.

Below this are the Local Results (in the orange box). This consists of a little map and ten businesses offering the services that are searched for - this is known in the industry as the 'Google ten-pack'. This is the area that Local Search Marketers are aiming to get their business into.

Finally, in the blue box are the standard Google results (otherwise known as organic results). This is the area that generic search engine optimisation tactics work for.

In most cases, the Google 10-pack is above the organic search results, which often results in a lot more traffic.

Get Listed in Microsoft UK's Bing/MSN/Live Business Directory

Microsoft's apathetic attitude to broadcasting their local data sources combined with the reluctance of professional search engine marketers to give away "trade secrets" has made it very difficult for business owners to get listed in the local results of Bing.

Many UK business owners have tried using the option on Bing's website to get a business listing but have subsequently found that it is only available for our American cousins - required fields include state and ZIP code, which of course aren't part of the address format here in the UK.

I recall when I first began to seek out Microsoft's local data sources, it wasn't an easy task. I rang Microsoft, spoke to Microsoft employees (one of which worked in the 'Local' department) and searched the web all to no avail. Eventually, I found the answer - Microsoft gets UK local business listings from a company called Market Location. Here's a link to the form where you can submit your business details.

It takes around four to six weeks from submission before you will start to see your business in Bing's local search results.

>> Getting your business listed in Yahoo! Local UK.