In an earlier post I touched on Google’s Local Business Listings in the context of other available online exposure resources for small businesses.  There have been a few recent developments that make me realize that I should dive a bit deeper into this topic.

Google has  had Local Business Listings for a number of years and there are some good really good things about it.  First, what it is: it is essentially a free advertising space on Google.  And every business can have one.  In fact, most businesses may already have one and not know it.  How is that?  Google  aggregates company data from a number of resources and creates  default listings for all the businesses it finds.  As a business owner, you can add a listing if there isn’t already one or “claim” yours if it is already there.

Which brings us to Reason Number 1 to pay attention to the listing for your company – it is there and you may not even know about it.  Which means it might not even contain the right information.  And that can’t be a good thing – you don’t want a potential customer finding your listing but calling a wrong number.  So as soon as you are done reading this post you should go right out and check your listing.  On second thought, you should go right now.  I’ll wait.

Since you have a listing whether you want it or not (and why would you not want free advertising?) let’s talk about Reason Number 2 to check the listing – the better the QUALITY of the listing, the better chance that your listing will show up in the “7-pack” or the list of  local businesses associated with a map.  This placement is different from your regular search placement which is heavily affected by SEO (but the placement of the 7-pack itself CAN affect your overall placement in search results.).   Now Google isn’t likely to share their algorithm but a lot of smart folks (here is one source)  have spent time studying this and, while they don’t agree on the exact order, they do agree that these factors (among others) are likely to affect the placement of your business:

• local address (presumably the RIGHT one)
• good categorization
• location keyword in business description
• videos and pictures
• reviews
• the fact that the listing is “claimed” by the business owner who presumably ensured it is correct and complete

Reason Number 3 to check your local listing is that Google recently (like last week) rolled out a new feature called “near me now” (as opposed to “hear me now” of course) that is available on iPhones and Android devices.  Essentially, if you have one of those devices and go to the main Google screen you can elect, by allowing your device to share your location, to see business that are near that location.  Here is a good article about the “near me now” functionality that includes screen shots and a cutesy video.  Of course, for your business to have a chance of showing up when folks are in your neighborhood looking for exactly the service you provide, it needs to have a good address.

So now you have a nice, complete, correct, good-looking listing.  You can just ignore it now and let it do its thing, right?  WRONG!  Reason Number 4 to pay attention to your listing on a regular basis is that there are bad bad people out there that may hijack your listing.  When they do this they leave your listing intact but do things like change the phone number or the url for the website so THEY get all your hard-earned leads instead of you.  This article talks about how listings get hijacked and unfortunately sometimes getting it fixed with Google can be a pain.  At this point I don’t have any good advice about how to avoid getting hijacked; for now, just be aware and check your listing regularly!  In the meantime, let’s hope Google is listening to the growing uproar and makes it harder to hijack listings soon.  The Local Business Listings are a good thing for small businesses in theory; issues like hijacking can turn a good thing into a bad thing in a hurry.

Here are 4 reasons to pay attention, regularly, to your Google Local Business Listing – have you checked yours today?