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It appears that rebranding Google Places continues. The search engine giant recently released its Google Places app version 1.4 for iOS. However, it is now called Google+ Local. Other than that, the app’s Android version also received an update this week. The rebranding goes in line with Google’s announcement last May 30.

The Birth of Google+ Local Pages

Last May, Google announced that Google+ Local Pages will be the new Google Places. The changes that was employed for the past months include the “Local Tab” within Google+, integration and free availability of Zagat reviews, incorporating Google+ Local across the search engine giant’s properties such as search, Maps and mobile, and adding Circles filter to find reviews or recommendations from friends, family or colleagues.

According to Google’s Vice President of Location and Local Services Marissa Mayer, Zagat scores can express much more differentiation and nuance because they have varying scores for food, service and atmosphere compared to the five-star scale. Its 30-point spread also prevents everything from garnering 3.5 stars.

The new Google+ Local can also be discovered in many ways: Search, maps, mobile app, or through Google+ search. Users can even filter their search result by using different criteria, including “Your Circles” that reveals places that were already tapped by their friends.

Additionally, the search engine giant stated that there will be many merchant features that will be available in the future:

“We know many of you have already created a Google+ Page for your business, and have been hosting hangouts and sharing photos, videos and posts. We’re excited that we’ll soon extend these social experiences to more Google+ Local pages in the weeks and months ahead.”

What’s New with Google+ Local for iOS?

Aside from renaming the application to Google+ Local for iOS, it also had a couple of functionality and display changes. This app allows users to see review from their friends, decide where to go with Zagat’s summaries of places, and review their favorite places.

In addition, the app features Voice Search. All that a user needs to do is tap the microphone and speak his or her query. There’s also an improved user interface for places that are not nearby, OAuth2 login for improved security, and a couple of bug fixes. Most of all, Google+ Local for iOS includes the Zagat business information. This feature provides rating, reviews and overall summary (if available) for any local business.

Google+ Local version 1.4 for iOS is now available via download in iTunes, and it’s compatible with iPhone, iPod Touch and iPad. However, the app requires iOS 3.0 or later.

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Just because your website’s old color scheme attracted lots of visitors, that doesn’t that it will still work this time. In online marketing, any element that generates more conversion for their business is important. Regardless of your personal preference, conversion rate optimization is about what appeals to your target market. It means deciding on the data that your analytics present to you.

Testing Website Elements

If you have your website for a long time now, it’s already established that a big red “Buy Now!” button will generate more revenue than the blue one. You know because you conducted a test on both button colors. Although you have the data that tells you which button drives significant income, there are possible obstacles that will block your road to optimization.

Campaign Level Experts

Be on the lookout in case you are surrounded by people who thinks that they can boss you around with what you do, including your website’s color scheme. Before you start the “this color is better” argument, make sure that you have the incremental revenue number handy. This will prove that a change in color scheme would generate more income that your website’s previous hue.

Web Designers

It’s a no-brainer that there are web designers who love to apply the latest web design trend on almost every websites. But what they didn’t know is that there can be a deviant element that converts customers significantly. Unfortunately, the numbers cannot convince them. The best thing that you can do is allow them to test both elements. That way, they can prove to themselves which one works better.

IT Personnel

Since people at the IT department are usually over worked, it could be a hassled for them if there will be changes in the website’s scheme. If you’re testing a web element that requires the favor of IT department, you might end up running out of favor. Worse, your test could get a bad rap. You can avoid this by making an “IT free” test as possible. Moreover, be ready to present those data that proves which elements convert more visitors than the other.

 

Other than personal preference, your business website’s CRO campaign can also be contrained by limited budget. Business owners cling to their resources rather than moving their campaign to a place that it will generate more. You can convince them by presenting the numbers on which elements work better.

Allow them to test and apply one element until they can acquire enough revenue to experiment with another. That way, it’ll be easy for you to lead them to their best CRO campaign.

 

image: wikipedia

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Most of the time, businesses tend to exclude local search to their online marketing campaign. What they didn’t know is that geo-specific searches are cost effective. Most consumer purchase is made locally; thus, it’s safe to say that a user is ready to buy a product if he or she is doing local search.

If you want to improve your business’ search result on local listing, follow the tips listed below.

List Your Business on Local Directories

It is important for every business to list their brand on local search engine directories like Google, Yahoo, Bing, Yelp, and CitySearch. Local directory listing adds value to the business information that you share to the public. Just make sure that you post accurate and active details, such as contact number, so you won’t lose sales opportunity.

Update and Optimize Your Profile

Listing and filling in your business’ contact information is not enough. You also have to update it and make sure that all your profile details are correct and active. Optimize your profile by listing your business on relevant categories, add custom fields, include keyword-rich business description, provide location maps, and integrate brand-approved photos and videos. Doing so can definitely leverage your search visibility.

Spread Your Content

Other than major search engines, you should also list your business on other online directories. You can work with a content distribution partner that can provide broad reach for your business. This will make it easier for you to reach potential customers and establish your brand’s online credibility across multiple platforms.

Ask for a Product Review

Asking your existing customers for a product review could also be ideal, because it establishes your online reputation and helps your search engine ranking. It also informs search engines that you’re proactive and serving your consumers well. The more people talk about you online, the higher your page rank will be. It can also encourage other people to consider your product.

Monitor Your Campaign’s Success

It’s important to track your business campaign’s success, because it tells whether your business is heading up or down the drain. Use web analytics to track the traffic that your business is getting from local searches. Integrate it with your relevant offline tracking data such as coupons, so that it’ll be easier for you to monitor any return on investment. If you don’t know how to monitor your campaign’s success, you can seek help from a trusted third-party online marketing firm.

 

Your business will miss a lot of opportunities if you fail to leverage your local search marketing. Hence, it’s important that you integrate it with your other online marketing campaigns.

 

Image: Google Places for Business/ Google

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