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Web-to-store: On what sites should you list your points of sale?

01/07/15 11:33


INTRODUCTION:

If you want to use your online presence to generate more traffic at your points of sale, Google My Business is just the first step. Good local listing starts with...the top listing sites.

Your points of sale already exist on your website and on Google My Business. Congratulations! That's an excellent starting point. But now the goal is to boost your online mobile presence and generate web-to-store traffic. To do that, local listing sites are your best allies. 



How does local listing work?

There are two cases where Google considers that an Internet user is making a local search:

  • he or she types in the name of a business or business type, followed by a location, in a browser on a PC. "DIY store Chelmsford" or "La Fourchette restaurant Manchester".
  • he or she enters the same information, even without a location, from a smartphone. In this case, Google "detects" the connection from a smartphone and locates it.

When the search is local, Google searches for the businesses closest to the user (smartphone) or the specified location (PC).  It then gives you a list in which the results are ranked by relevance and by reputation. 

Note that you may also manage your point of sales data on Google. Here is a link to an article that explain how to do this.

Listing sites: reputation tools

The website or Google My Business page for your point of sale won't be the only place where your business is mentioned. Many other sites probably have a page for it: TripAdvisor, Yelp, Foursquare, AppleMapsThese pages may even have reviews or grades for your business. The more pages that list your business, the greater Google will consider its reputation to be. So it's in your interest to be listed frequently! In addition, the more often these pages are visited, the more weight they'll have in Google's eyes. Reviews will also play a role: the more opinions there are about your store or restaurant, the higher it will be ranked by the search engine. That's a great thing, but it's something you don't have much control over. But luckily, that's not all there is to it.

Relevance: your lever for local listings

To rank its results, Google will also assess the "relevance" of your point of sale. It bases this assessment on a series of information that you can control:

  • do the listings contain enough information (address, telephone number, business days and hours, business category, etc.)?
  • is this information consistent on all sites? The latter point is crucial, particularly the address. If your business address is listed as 15 High Street, Back-of-Beyond, AA1 1AA on your website and on Google My Business, it had better not be High Street 15, Back-of-Beyond AA1 1AA on Yelp, or High Street 15, Back on Foursquare and Apple Maps.

As the owner of your point of sale, you can contact all of these sites to check and modify your contact information, thus ensuring consistency. You can also add more information to your profile. And of course, you can even add your point of sale if it isn't already listed on one of these sites. Just be patient and methodical.


Where to begin? Mediachecklist

But which local sites should you list your business on? To make a list of the top-priority listing sites:

  • think about the best-known and most-used sites in your region
  • conduct a search on Google: you'll find all the sites that list your point of sale.

This will give you a place to start. And if you want to go farther, don't hesitate to download our Free Media Checklist.

Download your media checklist