Advice on how to optimise a Google Places listing and important factors contributing to rankings on Google Places. We also discussed the importance of building citations through local directories, how to find a good directory rather than a link farm, and tips on what how to make your profile stand out with a good listing.

1. GOOGLE PLACES OPTIMISATION
1. Getting Started
2. Optimising listings - 3 key factors to consider
3. Ranking factors
4. What not to do
DIRECTORY LISTINGS
1. Directories vs Link Farms
2. Good directories to use
3. Listing components
4. Examples

2. GETTING STARTED WITH GOOGLE PLACES
 What does Google Places look like?

3. GETTING STARTED WITH GOOGLE PLACES
 Visit www.google.com/places
 Click on Get Started & login
 Select country & enter phone number to find any
other listings associated with that number.
 Claim and edit old listing
 Add new listing

6. OPTIMISING GOOGLE PLACES LISTINGS
 Make sure your listing is complete and
accurate.
 Choose the most appropriate, specific
categories for your business.
 Establish a strong, accurate presence on
the web.

7. COMPLETE & ACCURATE
 Business name, physical address and phone
number must be accurate
 Opening hours, payment type, images, video and
additional details help to give Google more
information about your business and hence help
their search results. The more you tell them, the
more likely they will match your listing to a relevant
query.
 Google uses information across the web about your
business – so being consistently accurate is a
must.

9. APPROPRIATE CATEGORIES
 You must select one Google suggested category,
while the remaining 4 can be customised.
 The categories you select must relate to what your
business is, not what it does or sells.
 Having trouble finding a suitable category? See
what your top ranking direct competitors are using
on their Places listing, make sure you’re in the
same category as them.

10. GOOGLE PLACES CATEGORIES

11. GOOGLE PLACES CATEGORIES
Categories

12. STRONG PRESENCE ON THE WEB
 Google collects information about your business
from all over the web – citations.
 Make sure your business details are consistent and
accurate across the web.
 Encourage customer reviews on your listing.
 Ensure your website is able to be crawled easily by
Google and that it’s optimised for search engines;
Google will use it to help improve search results.

13. RANKING FACTORS
Relevance
Distance Prominence

14. WHAT NOT TO DO
 Put marketing language, URLs or phone numbers
in business name field
 Put keywords in business name field
 Use a PO Box address alone
 Use cross streets or broad city names for your
address
 Have multiple or duplicate listings
 Keyword stuff
 Try and trick Google

15. DIRECTORIES VS LINK FARMS
 Links still act as a ‘vote’ for your site. HOWEVER
you must be aware of and carefully review where
that link is coming from.
Quality, not quantity

16. DIRECTORIES VS LINK FARMS
Directories Link Farms
 Categorised listings – ease  Uncategorised collection of
of search for the user links
 Editorial review  No restrictions or review
 Offer one way link & more  Typically have to provide
reciprocal link
benefit to you
 Spam and sometimes illegal
 Built for end user – not links.
search engines.  Not human edited
 Typically localised or  Built to manipulate search
geographically segmented engines
 You’re usually in good  Provide no benefit to users
company!  No contact information

17. GOOD DIRECTORIES TO USE
 Gold Coast Directory & Brisbane Australia Directory
 True Local.com.au
 Start Local.com.au
 Hotfrog.com.au
 Aussieweb.com.au
 MyGC.com.au
 Step Out in Southport, My Robina & other suburb-
specific directories
 Southern Gold Coast Directory
 Yellow Pages

18. HOMEWORK:
Google yourself!
…well your business name.
Clean up your web presence, look for unclaimed listings and claim
them! Update your details, include a website link – find out how
other people view your brand on the web.
Is that how you want to be seen?

19. LISTING COMPONENTS
 Listing Name
 Description
 Contact information
 Images
 Categories

20. LISTING NAME & CONTACT INFORMATION
 Accuracy – remember citations
 Name – don’t keyword stuff, use your actual
business name
 For multiple locations add the area after the name, e.g.
JB Hi Fi Bundall, JB Hi Fi Pacific Fair

21. DESCRIPTION
 Be as thorough as you can (within the character limit).
 Write unique descriptions across different directories – it
will help them and help you.
 Include your business background/history, your products
or services, service area, prices, directions to your
location and anything else that a customer may want to
know.
 Watch your grammar, spelling and layout. Include bullet
points, headings & paragraphs. Encourage people to
read your profile and make it easy for them to scan for
the info they need. Same goes for websites.
 Include HTML where possible.

22. IMAGES
 Always include images alongside your directory
listing where possible.
 Can include: business logo, office, equipment,
products, service in action, customers and work
you’ve done.
 Helps listing stand out, encourages click through.

23. CATEGORIES
 Select a category that best describes your
business.
 If you belong in multiple categories and they are
available, use them.
 Some directories have further information or
specifications regarding categories.

24. EXTRA FEATURES
 Coupons/offers
 Products and services
 Social links
 Reviews

25. EXAMPLES OF GOOD LISTINGS
www.hotfrog.com.au/Companies/Cairns-Holiday-Homes
This company has utilised a detailed description, opening hours, payment
options, images, products/services, news & updates, coupon (sponsored link) and
their best work.
www.truelocal.com.au/business/taurus-service-centre/seven-hills
This NSW mechanic has added their services (under category), encouraged
customers to review (there’s 66!), included opening hours and documents to
download (see very bottom), as well as good quality images that act as mini banners.
www.goldcoastdirectory.com/sporting-fitness/personal-trainers/yummy-mummy-fitness/
This business owner has included a concise but good description of what the
service is, submitted to multiple categories and has included excellent images.