When someone searches “plumber in Lyon” or “bakery near me”, Google often shows a map and a few businesses before the usual results. Being present there is the role of local search.
What matters to Google
Google states that local results rely on three ideas: the relevance of the business to the search, its distance from the person, and its prominence. You do not control distance, but you can act on the other two.
The business profile (Google Business Profile)
This is the listing that appears on the map and in results. The more complete and accurate it is, the more useful it is to internet users:
- name, address and phone number, identical everywhere they appear;
- up-to-date opening hours, including special days;
- well-chosen categories and services;
- real photos of your business;
- your website address.
Consistent information
Your name and address should be written the same way on your website, your profile and your directories. Discrepancies feed doubt, for search engines and customers alike.
Reviews: trust and visibility
Reviews reassure future customers, and your replies show that you listen. A few simple rules:
- reply to every review, negative ones included, calmly and with facts;
- invite your real customers to leave a review, without any reward that would skew the judgement;
- never post or buy fake reviews: Google’s rules forbid it.
Several locations: the real challenge
As soon as you manage several addresses, switching from one profile to another gets heavy: reviews to follow, information to update, posts to spread. This is what the Google reviews module of Boussole brings together in one place; failing that, a shared tracking sheet and reply templates help you keep control of the whole.
All your reviews in one place
Reply, track your reputation and compare your locations from a single tool: this is the purpose of the Google reviews module of Boussole, one of my personal projects.