This is another post from the Everyday Marketing Advice archives. Some of the mechanics of managing your Google My Business Listing have changed, but the basic tactics for improving ranking in local search remain the same:

Why spend money on a human directional dressed as a chicken or a giant submarine sandwich? If you’re a business with a local trading area, your best bet to get seen by your potential customers  is through local search. It’s really just a matter swimming with the current (or dropping your line where the fish are swimming or whatever aquatic metaphor that you prefer) because that’s how most people begin to search when looking for a place to go or something to buy. And with Google looking to return localized results with every search and mobile searches growing exponentially (where local results are most prominent) needing to succeed with local search is as essential as paying the electric bill to keep the lights on. In fact, it may just be the most effective way to keep the lights on!

So you may ask: “Larry, can I really get free visibility through local search instead of paying someone to stand all day in an uncomfortable costume in the stifling heat?” Not only will I say yes, but I’ll tell you a few simple steps to get you started. So here goes:

• If you haven’t yet claimed your Google My Business listing (the one associated with the map, search for yourself (aren’t we all searching for ourselves?) and when your listing comes up,  click the Own This Listing? link. Follow the steps that Google gives you to verify your business and set up your Google+ Local page (which is basically your My Business Listing).
• In setting up your listing, make sure you complete all of the business information that Google asks you for (they give you a handy progress bar to let you know how you’re doing. This includes choosing the category(ies) that most closely match your business, writing an about description using words that people use when looking for what you do or sell, adding hours and contact information (including your website).
• You also set up your Google+ Local page with a cover photo, other photos, videos and posts.
• Encourage people to review you on your Google My Business/Google+ Local page. Reviews count for a lot.
• Get your business listed in as many directories and local listings that you can. This not only gives you additional avenues of exposure but is a factor in how Google ranks your Google listing. This handy tool at getlisted.org can help you make that happen.
• Make sure there are local markers on your website if you have one. This means having location words in the page title and main headlines but especially having location (including phone number) and directions on the home page if possible. If you want to take it a step further, you can put schema, or html markup language on your page for locations. There are a few tools out there, but here’s one — http://www.microdatagenerator.com/local-business-schema/— that’s easy to use.
• Strengthen your website by sourcing quality in-links from other strong websites, preferably local ones.