While driving in the car I rely on Google Maps to deliver turn-by-turn directions to my next meeting location, usually a business I haven’t visited before.
Google Maps provides route options and time to location. With that business listed on Google My Business it also knows the opening hours and if I will be arriving on time before the business closes.
There are not one, but many map solutions in the highly competitive mapping space. The provider you’re using may be the default map tool in the device you’re using, or from your in-car navigation system, iPhone, Apple Watch… and so on. There are many device types – car satellite navigation, mobile phones and tablets, computers, and many new IOT (Internet Of Things) devices and also many business map providers. Business owners need to be aware there are many platforms and they need to ensure that their business contact data is correctly listed with all current contact and address details – so customers can find them easily.
When a business is not listed on a mapping service provider, it creates confusion and frustration for the consumer experience, and opens the opportunity for discovery of alternative and competing services that appear based on location and keywords/brand name typed into the search query. This is creating a missed opportunity for the business to drive (literally) traffic to their business.
Don’t forget the little players in this market, as some of them aren’t so little in this space. Yes, we all know and love Google when it comes to search engines, however Apple Maps is the default map system of iOS, macOS, and watchOS. Bing Maps also has its share of the market, then there are Here Maps, Yahoo Maps and others.
What legacy out-dated business references still exist for your business online? Many business owners are not aware of a past import of Sensis Yellow or White Page data included as their business listing information on some online directory services, which subsequently form the basis of business listings for a map provider that contain old and outdated data, adding further confusion to the consumers trying to identify, connect and locate your business. As part of your online marketing management of your business footprint you should determine what current version references exist, and if duplication occurs, work to consolidate and update this information for brand consistency, whilst also identifying the gaps where your business isn’t currently listed and resolve this situation.
Check for your business on Google Maps by searching https://www.google.com.au/maps
Check for your business listing on Bing Places by searching https://www.bing.com/maps
Check and set up your business listing on Apple Maps. Note you will need to use your own unique Apple ID: https://mapsconnect.apple.com/
Business Map listings also tie into the integrated marketing activities your business should engage in connecting to Google My Business listing and Bing Places listing, as well as their associated webmaster tools; Google Search Console and Bing Webmaster Tools. A comprehensive and consistent approach to ensuring all the available brand details have been listed, along with appropriate descriptions, logo, company images, opening times and selecting the appropriate categorisation types for your business will all have an impact on your local search rankings.
Listing your business on map services also opens up access to many of the popular online review channels either directly on the platform such as Google My Business reviews, or third-party consumer content driven recommendation engines such as Yelp!, FourSquare, TripAdvisor and also Facebook Reviews. Managing and monitoring review sites is an important activity for businesses these days to stave off negative SEO attacks by competitors, disgruntled ex-employees, or consumers wishing to have a rant. Negative reviews can influence the buying decisions of future consumers who look for trust signals about your business to determine whether to engage. 72% of consumers are influenced in their buying decisions by their friends and family on Facebook, so what do these review sites say about your business? If you need assistance in managing, monitoring, and addressing negative reviews please let us know.
Are you a Perth business that needs local SEO optimisation for your website? Toby Creative – Branding & Marketing, provide a comprehensive range of business SEO services including business map listing on Google Maps, Bing Places and Apple Maps. Start with a free no-obligation consultation at your location, we’ll review your current online presence and discuss a suitable plan to match your business and your budget. Call us today to discuss on (08) 9386 3444.