Back in the day new customers looking for local products and services let their fingers do the walking through the Yellow Pages. Those days are not quite over, but consider this; over 80% of people are now using web search engines to get their local shopping information.
That means Google, Yahoo, Bing & Yellowpages.com are a new consumer’s gateway to your store. To underscore the point, Google according to comScore/TMP, grew its local search market share from 15% in June 2008 to 26% in June 2009. As these numbers grow, are you getting your rightful piece of the local search traffic? All of these sites want to offer the most useful and accurate information as possible, but gone are the days when a sales rep from the phone company would proof your listing and help you sort out the best image approach that’s custom tailored for your store. The good news is that a basic listing for all the most popular search sites is free. That allows you to write your story, post photos, videos, store website link, operating hours, services offered, and more. The possibly not-so-good news is you are required to “pump your own gas.” More to the point, if you want the best results, you’ll have to do your homework. Getting this simple and free listing right has the power to make or break a retail business dependent on the local market.
Here is a basic check list for turning this opportunity into something huge:
1. Business Information on the Web Must be Consistent, Accurate, and Up-to-Date
Google relies on information it finds on the Internet to improve the relevancy of their results. Customer reviews and mentions of your business information on the web play a big role in how Google ranks listings — it is important that Google associates them with your business. Inconsistencies in how your local business is presented online can make this impossible, which in turn can significantly reduce your local search visibility. Risk factors that can trigger inconsistencies are change of address, phone number or business name. At the end of the day you want to eliminate all inconsistencies.
2. Claim and Verify Your Business Listing
Amazingly, most local business listings have not yet been claimed. Hey, it’s free to do, so there’s no excuse. We’ve provided links to the top search sites below. Google relies on business owners to keep information up-to-date and accurate via Google Places.
3. Categorize Creatively to Increase Your Search Results
Proper categorization in Google Maps is essential to matching consumer needs to your store’s unique mix. It can make a difference between a poor listing and a great one. Google will suggest categories as you type and you will have to use one or more of those predefined categories to classify your business. Examples that fit classic art materials stores are: Art Supplies, Painting, Drawing, Crafts & Kids, Graphic Arts & Cutting, Paper, Board & Films, Books & Video, but you can also create custom categories such as art instruction, encaustic supplies, urban art, spray paint, graffiti, etc. When choosing custom categories think about the words a customer would use to find a specific type of product or service you offer.
4. Your Store’s Description Entry is Important
The description field should be used to emphasize what is unique about your business and to inspire trust. All that, in less than 200 characters! Having something remarkable about the business in the description is a must. Maybe you have the oldest company in your town, or your staff features practicing artists. Take great care with this critical field.
5. Pictures and Videos
Images and videos are ideal tools for making listings compelling and bringing their conversion rates up. Google allows 10 images and 5 videos to be added to your listing. Some types of images that would help your listing in many ways are: Company logo, key brands carried, pictures of the store, logos of trade associations like NAMTA you belong to, any video of the store or interviews, etc…
6. Details (Hours of Operation, Payment Options, Additional Details)
7. Coupons Get Results!
Coupons are a great way to promote products and services, however in Google Maps they are possibly the only reliable way to track business generated by your Google listing. It doesn’t have to be fancy: store logo, one time discount, a place for the customer’s name and email address plus a disclaimer like “one per customer, only” will cover the basics.
8. Spread the Word
Even Google recommends this one. Strive to get your local business information mentioned on other web sites: local art societies, Facebook or any trusted website. Google claims that they rely on mentions of your business information on the web to improve the quality of search results. That means the more mentions of your business on the web Google associates with your listing more certain they are that your business is real, in operation, and important. Google rewards this with greater local search visibility.
9. Get Reviewed
Reviews and Web citations (mentions of your business) are extremely important for similar reasons. Encourage reviews on Yelp, Google, Yahoo, Bing or other search engines and make it easy for people to review you. Make it a part of your routine to ask for reviews from happy customers and point them in the right direction. You can also ask for reviews in your email signature, business cards, on the bills you send out, etc.
10. Consider Using Special Marketing Services
Offered by Google and others, services like AdWords can optimize your search engine results to get noticed more. This can be especially valuable if you are located in a large metro area where there are many choices in art and craft supply retailers.
Here are a few more online resources for claiming your store’s very own Google business listing:
Google Places How To and Support Guide
Add a Google Places Listing
Google Places Start Page
Bing local listing center
Bing Listings How-To Guide
Add a Bing Listing
YellowPages.com
Add a Yellowpages.com Listing
If you’d like to see a great “real life” example of claiming your Google Business listing, type “art supplies, 94103” into the Google search box. This mirrors what a consumer living in San Francisco’s zip code 94103 might do if they were looking for their options for buying art supplies in their neighborhood. Note that the top unpaid choice is Flax on Market Street. Now click on the More Info link next to the store name. You’ll find concise description of what makes this store unique, photos, videos, reviews, and more. Now that’s helpful and compelling!
With profound sadness we report the death of Peter Lenz, the 13-year old grandson of Andy and Cynthia Lenz owners of Lenz Art in Santa Cruz, CA. Peter was a motorcycle racing phenom. He was killed doing the thing he loved best, racing at the Indianapolis Motor Speedway in a practice lap prior to the start of the U.S. Grand Prix Riders Union race. He had been one of the top youth riders in the nation. Our heart goes out to the entire Lenz clan. Peter Lenz Article
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