Google Places Beyond Local Searches – What It Means for Small, Local Businesses

Buy Local signYesterday evening, Gareth at Liberty reported that Google had introduced a new look and feel for Google Places. More than just testing, it turns out that these changes have gone live fully, having been dubbed the ‘grey pinned results.’

When I looked into it a bit more this morning, I noticed a potentially bigger, more substantial change: I was finding that Places results were a lot more present in the search results, especially for searches that did not specify a location. In other words, when I searched for something like “it recruitment,” I was seeing a map of Cardiff-based IT recruitment agencies (as I’m based in Cardiff, of course). Notice that I didn’t have to “it recruitment cardiff” to reveal the map – “it recruitment” was enough.

Example of Google Places changes in the SERPs

Although many will argue that this is not a “new” change (as I’ll touch upon later on in this post), I’ve definitely noticed it for keywords – and industries – that have previously been unaffected.

Typically, a search like this would show national results, i.e. the top 10 results for “it recruitment” – typically nationwide agencies, or agencies in the big cities, such as London. In fact, these are still present amongst the Places results, but results local to the searcher are nestled amongst them. And if you consider the fact that recently carried-out testing has shown that Google Places listings are good at catching the searcher’s eye-line and attention, this could be very good news indeed for small, local businesses.

What this means for small businesses

Currently, I’m only seeing these types of results for a handful of keywords and industries. However, if these results become permanent and more wide-spread, then small, local businesses have more chance of getting traffic and enquiries.

The biggest impact will be seen for industries where people may not particularly consider searching locally. For example, according to Google’s own data (via the AdWords Keyword Tool), “it recruitment cardiff” gets about 30 search per month, while the broader, non-location-specific “it recruitment” gets 3,600 – more than 100 times the amount.

Results for [it recruitment] in the Keyword Tool

Admittedly, the latter will be people across the UK, while the former will probably be people in and around Cardiff, but there may be people in Cardiff who are searching for “it recruitment” without actually including the word “cardiff.” If this happens to be 1% of all those “it recruitment” searchers (i.e. 1% of these UK-wide searchers are based in Cardiff), then that’s another 30+ people, and they will now be seeing a map of Cardiff instead of just UK-wide results.

It might even lead to bigger enquiries for a small business. If a big company in Cardiff is looking for an IT recruitment agency, they might just type in “it recruitment.” After all, they might have the budget to afford a big, national or London-based agency – the likes of Hays, etc. A smaller company might type in “it recruitment cardiff” – they might want someone smaller, potentially cheaper and more local to them. With this shift, Cardiff results will have more of a fighting chance in getting noticed and receiving an enquiry from a bigger business.

A major change in search, with a focus on local?

It could even potentially change the way we searching for products and services online and buying them. It was about a year ago when this “huge change” by Google was seemingly intended to “[favour] truly local businesses for queries that are likely to be local in nature.” As Eric Enge argued back then, Google was trying to steer the results based on what the person might want to see – if someone types in “pizza,” do they want something local or something national and informational?

I remember Google testing this quite a bit back then. I remember typing in “car insurance” and seeing a map of Cardiff, which – when you think about it – is absolutely radical. “car insurance” is an industry where people don’t search locally; they just type that in and go to one of the big insurer’s websites or a comparison site. Again, using the Keyword Tool, we can see the difference – except this time it’s 20-30 versus half a million!

Results for [car insurance] in the Keyword Tool

If it comes about again then imagine what it could do for the likes of small, locally-based insurance providers!

What should a small business do?

If you’re a small business and you haven’t claimed your Google Places listing, then do it now. If you can’t do it now, do it ASAP. Seriously, do it, get cracking! Prioritise it! Get it done!

It’s free to set up a Places listing and doesn’t take long, either. You might even have a listing already – it might just be a case of ‘claiming’ and updating it.

Haven’t got the time? SEO and marketing agencies often offer a Google Places Optimisation service, meaning that they will set up listing(s) for your business locations and optimise them on your behalf. (And yes, that may or may not have been a bit of a shameless plug for my employer!)

Just what is Google up to?

It’s an interesting change by Google. Again, it could just be case of them experimenting again, or it could be longer-term.

It might even be an attempt to encourage more businesses to create and claim their listings, which this will no doubt do. As Mike Blumenthal put it, “if users won’t go to Places, bring Places to them.”

Even if it is a bit of a testing phase, or perhaps if a small business owner is reading this and their main industry keywords aren’t showing a map just yet, then it might still be an idea to sort out a Places listing, for future-proofing purposes.

Blimey… honestly – I should be on commission. What do you say, Google?

[Buy Local image credit: Ari Moore. Also, many thanks for Computer Recruiter for letting me use them as my example for this post. Can you guess what they do? You guessed it... IT recruitment in Cardiff!]

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1 comment


  1. I’m only seeing these types of results for a handful of keywords and industries. However, if these results become permanent and more wide-spread, then small, local businesses have more chance of getting traffic and enquiries. Nice article i will be back to visit often..

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