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How can a small business keep up with Googles changes?

Posted on 14. Dec, 2009 by LocalSearchPilot in Google Local, Local Search

I have been involved with all things “internet” since 1995. I read all that I can on a daily basis, it’s part of my job to keep up on what’s happening with the Search Engines and website marketing in general.

I feel sorry for the SMB with a small budget (or any budget for that matter) trying to figure out the best place to allocate their money when it comes to Search.

Where do they spend it? who do they talk to? who do they trust? What kind of person keeps up with the changes that are constantly occuring and is able to help them stretch their dollar (literally one dollar) for maximum ROI? do they engage in PPC, or should they wait for Local Listing Ads? or both, what about SEO? Studies show that if you’re in both, you’re better off, right? Sheesh.

We all find ourselves at the mercy of Google and their organic selection process (unless you choose to advertiser via PPC which as of now is the one area you can control your appearance on the search engines) and in the past,  that was a choice.

Lately it seems as if that will no longer be a choice but a must.

Google is somewhat like a drug dealer. They give you a little sample to hook you and then BAM…..you’re paying them a bunch of money because you’re hooked.  Introduce the Map with 10 results, change it 7 and then make it 5. Now half of the people that relied on “map traffic” dont get it.

Oh, and then lets introduce local business center stats to show you what kind of action your listing is getting…or was getting I should say.

Page 1 traffic is MUCH better than page 2. Top 3 positions are much better than 7-10.  Google is smart, I bet they consulted with some real drug dealers to find out the best way to get someone hooked. I kid, I kid. I think.

Personalized Search changes the game on you, Local Listing Ads changes the game on you, organic results are pushed way below the fold and Google Maps changes from 10 to 7 to soon 5.  Recently the search “website designer St Louis”  has seen its Map of local businesses disappear.  (Any city for that matter.) What type of services industry is next to see the map for their services disappear?

For those that found themselves on the map when someone used a Geo in their query like “st louis roofers” and that’s the only place they appeared, it’s a big hit. No page 1 exposure.  I don’t see Google taking away the map on a service industry like Roofers but I also didnt think I’d see them take a shot at web designers and seo professionals. I’d think it be quite the opposite but not the first time I’ve been wrong.

If you’re a Small Business and you don’t appear on the Map and you don’t appear organically on page 1, then you’re gonna have to pay Google. They’ve forced your hand.

Googles new interface will push organic results even further down the page and then when you add in the new local listings Ads, organic results are way “below the fold”. [Click this image to enlarge, this image came from either my own screen shot or from one I saw on blumenthals.com, I took so many I lost track but wanted to give credit if need be, thx Mike]

Business owners, you simply need to get better at jumping through hoops.  Also, it might help if you eagerly waive your hands at the almighty Google and scream “pick me, pick me…please for the love of all things sacred put me in the Map or on page 1 . Pretty Please”.

That leads to the following scenario I’ve experienced from a Client: Hey, we’re on the Map for “fire restoration”! Wait, where’d we go? There’s only 7 businesses now. Oh….Yay! We’re back on the map. What do you mean it’s based on my IP address? I thought everyone see’s the same map? So someone 10 miles from here see’s results with businesses closer to them, so I might not appear? Ughh.

Sad but true. many SMB’s think that because they see themselves on the map while sitting in their own office, everyone in their City sees the same thing.  They’re typically clueless (as they should be, I don’t expect them to understand)

Google is constantly changing the rules. Small Business owners must learn how to adapt, educate themselves and take advantage or most likely realize that they should outsource their online marketing dollars to a consultant or company that understands the complexities of search engine marketing, search engine optimization, PPC, local business center, local listing ads, social media (we didn’t touch on this) and everything else under the Sun.

Do a search on Google for “website marketing help St Louis”, “seo help st louis”, (or whatever city you’re in) and find someone on that first page. If they say they know search engine optimization, then they better be on page 1. If they cant get to page one for themselves, what are they going to do for you?

Good luck, and may the force be with you…

Tags: 10 pack, 7 pack, local business center, Local Search, Search Engine Marketing