My friend recently emailed me, excited to share that an SEO agency had secured a first-page Google ranking for his website. Knowing his business was new, with no online presence to speak of, alarm bells immediately went off in my head. His website lacked backlinks, authority, ranking signals – basically everything needed for organic search visibility. This meant there were only two plausible explanations for his first-page appearance: paid search advertising or a Google Local Listing.

Now, there’s absolutely nothing wrong with paid search. It’s a perfectly legitimate marketing strategy that, when executed properly, can drive qualified traffic and leads. Had my friend been working with a reputable PPC agency, I would have been happy for him.

However, my intuition whispered otherwise. My friend had a non-existent marketing budget, making paid advertising highly unlikely. PPC campaigns require money to buy clicks, which he simply didn’t have. This led me to suspect he had fallen prey to a scam – paying for a listing on Google Local, a service that is entirely FREE.

The Scam Unfolds

I emailed my friend, inquiring about the specific search query that yielded his website on page one. My suspicions were confirmed when I ran the search myself. His website appeared solely within the Google Local 10 pack, with no paid or organic listing in sight.

After a phone call and some digging, the truth emerged. The “SEO agency” charged him:

• A $200 initial “start-up fee”
• A $20 monthly “maintenance fee”

To add insult to injury, he was locked into a year-long contract!

In essence, he had paid a staggering $440 for a service that amounted to filling out a three-minute form for a FREE platform. This exorbitant fee was simply for a basic administrative task, with no actual SEO optimization involved, particularly in terms of local online marketing best practices.

When I broke the news that Google Local was free, my friend was devastated. He had been misled and taken advantage of. Sadly, this is a recurring theme, as companies prey on the lack of awareness among local businesses.

This post aims to shed light on this issue and empower local businesses with the knowledge to avoid such scams.

Claim Your Free Spot on Google Local

Let me reiterate: getting listed on Google Local is FREE and straightforward. You don’t need technical expertise, just a computer and the ability to complete an online form. And despite what these “SEO agencies” might claim, there are no ongoing maintenance fees. Once your business is listed, you can practically set it and forget it.

Here’s a quick guide to getting listed:

• Visit Google Local Business Center
• Create an account (or use an existing Gmail profile)
• Select “Add a new business”
• Fill out the required information

And you’re done!

Insights from Google Local Search

Recently, Google introduced a user-friendly data dashboard to the Google Local Business Center. While a simplified version of Google Analytics, it offers valuable insights into visibility and search behavior, even for businesses without dedicated analytics tools.

For instance, business owners can track how often their listing appears in search results (impressions) and user interactions such as clicks.

Apart from impressions and actions, local businesses can also monitor another crucial metric: top search queries.

On a side note, Google, a click-through rate metric would also be a welcome addition.

Optimizing Your Google Local Listing for Maximum Visibility

It’s crucial to understand that simply having a listing doesn’t guarantee prominent display in Google Local results. Geographic location plays a significant role, but implementing specific best practices and optimizing ranking signals can greatly enhance your visibility and surpass competitors.

Here are some effective optimization strategies:

• Keywords in the Business Listing Title: Incorporate relevant website and location keywords within your business “name” field. For example, if your company is named “King Shade & Window” and your target keywords are “Boston Replacement Windows,” your local listing name should be:

• Customer Reviews: Positive reviews act as powerful social proof. Encourage satisfied customers to leave reviews by sending a simple automated email after each completed job or service, including a link to the review page.
• Keywords in Categories: Include relevant service categories and target keywords within your chosen categories, similar to the now-defunct “meta keywords” attribute.
• Keywords in Business Description: Your business description provides another opportunity to strategically integrate relevant keywords, further boosting your visibility.

By diligently applying these strategies, you significantly increase your chances of:

1. Securing a coveted spot in the Google Local listings
2. Attracting the attention of potential customers

Moreover, these best practices will set you apart from the competition, as many local businesses neglect these simple yet effective optimization techniques.

Hopefully, this post has empowered local businesses to steer clear of unscrupulous “SEO agencies” and take control of their Google Local presence. By leveraging these insights and tools, you can optimize your listing for maximum visibility, attracting more customers and growing your business organically.