It had been anticipated for some time, but Google has finally done away with Google+ Local; the rather confusing way Google My Business information was shown within Google+ pages.
The most important point for business owners to understand before reading on is that Google is still committed to local search and giving users information about local businesses. They just no longer think that Google+ is the right place to display business information, and we agree.
Why the change?
Google+ started life as a social network designed to rival the likes of Facebook and Twitter. It failed. Miserably.
But when Google+ was introduced, Google business listings piggybacked on Google+ and became the place this information was contained and displayed – as well as the search and map results.
Most of our clients, and ourselves, only have a Google+ profile because Google forced existing business listing users to create one when Google+ was first introduced, as it became the only way they could continue to manage their Google business listing information.
At that point, Google+ became a slightly confusing place where your personal and business information was contained and managed in one profile; doing neither very well.
Google eventually realised this and in 2014 created ‘Google My Business’ as a way of managing Google business listings. However, although Google business information was no longer being managed within Google+ it was still being displayed there.
Confused?
You should be.
Thankfully, Google has now seen the error of its ways by removing all business information from Google+ and completely separated social and business profiles.
There is no visual or search impact on existing local business listings with the latest change, and business listings are still managed through the Google My Business control panel.
The reality is that very few search users actually visited/used Google+ Local pages because they got the information they needed (contact information and location) instantly from the search results pages.
In fact, Google now shows local/map results for more search terms than ever before – because they know that searchers want local information – great news for local businesses.
Should you still have a personal Google+ Profile?
That’s entirely up to you. We predicted a long time ago that Google+ wouldn’t take off as a social network and that it would only be a matter of time before they pulled the plug. However, there are a significant number of users around the world (though it’s unclear how many of them are actually active) so they’ll probably redesign and rebrand it before deciding to call it quits completely.
If you haven’t already got a personal profile on Google+ we’d recommend you don’t waste your valuable time setting one up. If you want an excellent social network for personal use Facebook is hard to beat. It you want a professional network then use LinkedIn. In our opinion Google+ still doesn’t quite know what it is.
Should you still have a Google My Business listing?
If you care about your business then, yes! Absolutely! While Google can’t rival Facebook and Twitter as the world’s leading social networks, it’s still the world’s most popular search engine; presenting local business information prominently in both the search and map results.
Google has also demonstrated its commitment to local businesses by showing not just large, popular companies, but also small and local businesses most relevant to the users’ needs.
Still Not Convinced?
Here are a few stats to illustrate the power of local search…
- 97% of consumers use the internet when researching local products/services (Source: BIA/Kelsey)
- 43% of consumers search every month for a local business (Source: BrightLocal Local Consumer Review Survey, 2015)
- The number one reason for an online search is to find the location of a ‘known’ business (Source: comScore, Neustar Localeze, 15 Miles – Local Search Study, 2014)
- 78% of mobile searches for local businesses result in a purchase (Source: Local Search Association Conference, 2014)
- Local Search delivers better ROI than all other online channels (Source: BrightLocal Clicks & Calls Survey, 2015)
- 34% of SEOs/SMEs would choose Local search above any other marketing channel (Source: BrightLocal Clicks & Calls Survey, 2015)
About Vizulate Digital
Vizulate Digital is a digital marketing and web design agency based in Brighouse on the outskirts of Huddersfield and Calderdale. Every website designed and developed by Vizulate Digital is responsive, and therefore mobile-friendly, as standard. We employ SEO best practice and every site is created with a simple to use content management system (CMS).
For more information contact us on 01484 950 200 or email us at info@vizulate.com
