Local Search Case Study: Doux Vintage

I’ve been deeply intrigued by local search ever since attending SMX West 2009 in San Jose.  Matt Mcgee and Steve Espinosa were both big influences that made me re-evaluate my efforts online to consider the large changes that Google has brought to the table in regards to Local Search. It has become clear to me that any business that has a brick and mortar location has hundreds of online opportunities that are accessible, most are free to utilize, positively impact traffic, and have a good result on site rankings and online visibility. In other words, as a small business owner YOU HAVE TO BE INSANE not to take advantage and learn as much as possible about these opportunities.

My Own Case Study: From Online to Offline

My beautiful Wife Michelle has been twittering, blogging about fashion and running an online vintage store. She recently got moved into an art studio and has been diligently working to convert part of the studio into an exhibition room so she can show her collection off on the first Thursday of every month( as part of the Riverside, Ca Art Walk) and by appointment.  It struck me that she would now have an opportunity to take advantage of many online opportunities now that she was going to have a physical location. I decided to use this opportunity to publicly show what steps a small business should take to make an impact on their local search profile. I just hope that this turns out to be helpful, and instructive!

Surveying the Local Landscape

I first started doing Google searches for vintage clothes, accessories, stores and shops to find out what the local landscape was in terms of competitors. Fortunately, there are very few stores that are competing for this particular industry. The search engine results page quite often pulled a “onebox” map result, and the rest of the results of the page were actually listings of shops on 3rd party websites. I bookmarked those sites to come back to see if I could add her business as a listing on those ranked pages.

Hello World: Getting Listed

The first step was to get the shop’s physical location identified as a business listing. Google Local was my first move, so that I could be sure that any citations, reviews and links her listing would get would be credited with that value. Even the reviews that are entered into Yahoo get cited in Google Local, so it was really the only choice.

After you enter your basic information into Google Local you have the option of selecting categories. Now in Google Local, when you enter a search that isn’t in a specific category it will suggest a revision to what it beleives is the closest category that matches that query, so they’ve done a pretty thorough job of narrowing down the categories, so be sure that you enter in up to 5 categories that describe your business.

Google Categories: Clothing Collectible Period Vintage, Clothes & Accessories Consignment & Resale,Vintage Clothing Store, Vintage Accessories, Vintage Dresses

A Google Post Card: Greetings from Mountain View, CA!

Google is at least minimally interested in verifying that entries into Google Local are actual verifiable businesses, so they require either the phone number or physical address be verified. Now the phone verification is pretty much immediate, they’ll call you and you punch in a pin code, but you can also have a post card sent to your listed address to verify your business. Downside is that the post card takes some time to verify, but in this case it was necessary since the number used actually is a voicemail box that sends an email transcript.

My What a Nice Profile You Have!

The Google account that you sign up with for your Google Local listing can also yield a secondary online presence that is searchable, on the Google URL, and fairly customizable. Here’s the Google profile for Doux Vintage and my suggestion is that you tie it into a Picasa or Flickr account. If you use Flickr, then seperate out a set that has the specific pictures you’d like to use otherwise you might end up displaying pictures that aren’t exactly related. Be sure to list your contact information, and take advantage of the Bio area to get some good anchor text links in addition to the Links section.

Be sure to check out these resources on Google Local and Google Profiles and Small Business SEO

The Start of a Good Thing

That’s all for now, as I continue to expand on Doux Vintage, I’ll be continuing this as a series of posts, reporting my tactics and results so that you can learn from the example. Hopefully it’s a helpful one!