How To: Set Up and Get the Most out of Your Google Local Profile

We encourage all of our clients to sign up or claim their Google Places account. Why? First and foremost, it’s free. According to Google, 97% of consumers search for local businesses online and it’s important to be there when they’re looking for you. If your company relies at all on organic search for business, make sure you’re registered for your free map listing. Why not take the 10 minutes to set up, optimize, and verify your Google local listing? Just another step you can take towards making your online presence more professional.

Because it’s very possible to make mistakes setting up a Google Places account – or even registering Google Places accounts and claiming profiles, we’ve put together this quick guide. Setting up listings incorrectly may result in frustration and delays.

To start creating your free listing, go to the Google Places and sign in with your Google account. If you don’t already have a Google account, click Sign up now to create a new Google account. You can also use an AdWords login and password, if you have one.
The first step is to claim your listing and complete all the data fields required. Google walks you through this—simply fill in as many fields as accurately as you can. When you’ve filled in all the required data fields, you’ll either have to push a button to receive an automated phone call verifying your listing—you can also choose to have Google send you a post card, but a phone call may be more convenient and will expedite the verification.
It’s important to note that the verification call is automated. If your business has an automated call system (an IVR message requiring callers to press a button), this Google validation call will be unsuccessful. Unfortunately, if you opt to use your cell phone or private business line in the listing, that number will be visible for everyone to see. Your Google call may be picked up by a call center or unable to get through to a person because of IVR, a postcard verification is your best bet. Google will mail a post card to the address you specify—it’s helpful to fill out the “Attention To” field as well. The post card contains your PIN, which you can then enter into the verification box and complete Google Map verification.
Avoid using a P.O. box for your address. Even though you may find competitors doing it, Google Places doesn’t like it and will not rank you well for any keyword combinations you use. We recommend finding a street address to use for your business, or using your home address (though not ideal for security/privacy reasons). You may be able to partner with another business who will allow you to share their street address, or try contacting a company providing mail service with a local address.
There’s no need to add directions on to your street address either. For instance, adding “at the intersection of Ridge and Pine” or “on the corner of Main” may cause your location to get screwed up. Google may also have difficulties sharing your information with other business directories. Keep directions in the format Google prefers—leave additional directions in the description field.
Don’t use product, brand, or place names in Google’s business category field. Stick with “attorney”, “accountant”, “florist”, etc… No city names, no products, and not in combination with the category name.
Don’t post fake reviews. You’ll get flagged by users or Google’s automated algorithm.
If your map pinpoint is very off, don’t ignore it. This can irritate potential customers who may flag you as “out of business” before you can fix it. This also reduces the amount of walk-in traffic you receive. Take the time to use Google’s tools to check and relocate your pin location if it’s off.
Once you’ve verified your listing, you can enhance the Place Page for your business by adding photos, videos, coupons, and even real-time updates like weekly specials. Verifying your listing gives you the opportunity to share even more information about your business with Google.

Keep in mind that editing and fixing a business listing is harder than creating an accurate one from scratch. Should you have questions about setting up your account or making changes, contact a Boomtown representative! Erica.ronchetti@boomtownig.com.