How to Mine Google's Gold Mine for Local Businesses

In their book, The Ultimate Guide to Google AdWords, 3rd Edition, authors Perry Marshall and Bryan Todd lay out the fundamentals of Google's pay-per-click advertising system and detail how businesses can build campaigns to increase search engine visibility, capture clicks and increase sales. In this edited excerpt, Marshall and Todd discuss how Google AdWords and Place Pages can be a gold mine for local businesses.

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Ultimate Guide to Google AdWords, 3rd Editio

Ninety-seven percent of consumers use the Internet to research local products and services. Most brick-and-mortar businesses don't realize the opportunity available to them for free by combining the power of local search marketing and online reviews.

Google has processed so many searches that it has an excellent idea of how people make buying decisions and where an individual searcher is in the buying process. It can figure out whether a searcher is likely looking for information or to buy something locally.
With just a few pieces of information and a little bit of work, your local business can compete with the large corporations for targeted customers. You can also dominate your in-town competition and gather the lion's share of local customers.
A few years ago, Google started dedicating a portion of search results to local businesses, and people have using Google like a phone book. In 2011, approximately 25 percent of all searches on Google had local intent, and that number is growing dramatically as more people buy smartphones with Internet access.
Based on a searcher's IP address, Google knows your geographic location, so it can easily provide local solutions to your query. Looking for a Chinese restaurant, mountain bike or a plumber? Your first page results will show you the businesses nearest you that may have what you're searching for.
This is great news because now your local business is only competing against immediate local competitors for these searches. When the search is clearly of local intent, you no longer have to worry about national companies hogging the first page of the search results. All you have to do is know how to get on the first page.
Google's response to all of the searches with local intent was to create what's called a "Place Page." Chances are Google has already given you one. You just have to optimize it to turn it into a Google goldmine.
Most Place Pages are automatically generated based on information Google finds from multiple sources across the Internet. Every local business needs to find and claim its Google Place Page and make sure all the information is correct and up-to-date.
If you are unable to find your Google Place Page, you can create one if your local business meets Google's guidelines for local search. Then you need to integrate your Place Page with your website and optimize it to rank highly for local search.

Your Place Page contains all sorts of information designed to help the searcher choose you over other businesses. You can list details like hours, directions, payment accepted, etc., and add photos, videos and coupons.
A steady stream of customer reviews is crucial to optimizing your Place Page to appear on page one. People make choices based on the recommendations of others; studies show that as many as 70 percent of us will trust what a perfect stranger says about a company.
Marketing experts cite the importance of word-of-mouth marketing and referrals, and a review is permanent word-of-mouth. A review on Google has maximum value because it's available to searchers when they're closest to the end of the purchasing decision. They are using it to affirm their decision.
Once you start getting reviews on your Google Place Page, you will start earning star ratings. Ideally, you want a five-star rating with consistent fresh reviews. Five stars are natural click-magnets, and Google now shows your five-star rating within your AdWords listing.
Having the five-star rating as part of your AdWords campaign can increase your click-through rate substantially, give your marketing campaign greater impact and reduce your cost-per-click.
Star ratings can fluctuate depending on how many reviews you have, how fresh they are, how positive they are and how well your competitors are keeping up with you.
Just because you have five stars now doesn't mean you'll keep them forever. So you need to integrate some sort of system into your daily operations that will generate consistent reviews from your customers.
It also means you should monitor the reviews on your Place Pages on a weekly basis. Just one negative review can mean an 80 percent drop in new business you might otherwise receive from local search. Anyone can say anything about your business on the Internet and get away with it, so customer service and conflict resolution are more important than ever.
If you receive a negative review online, it's almost impossible to get it removed. The best thing you can do to minimize its effects is to have a constant flow of fresh good reviews. For most businesses, this means that the most recent review should never be more than seven days old.
If you're using Google AdWords, a properly optimized Google Place Page and a process for collecting ongoing fresh five-star reviews, you will have created an online marketing weapon -- an effective way to boost your business with Google local search.
Related: Building a Successful Google Campaign from Scratch
 
This article is an excerpt from The Ultimate Guide to Google AdWords, 3rd Edition available from Entrepreneur Press.

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Delivering bad news to a client is an unpleasant task for any small business owner, but we all face tough conversations such as asking for a budget increase or deadline extension. Learning to do it effectively can turn an uncomfortable situation into one that improves your relationship with the client and boosts your credibility.
Problems and mistakes are common during any project, so how you handle them is the true test of your mettle. "(Small business owners) are human beings dealing with other human beings," says Deborah Bosley, owner of the Plain Language Group, a communications consulting firm. “It’s not business to business; it’s people to people.”
When you break bad news to clients, you want them to feel that you understand their concerns and can be trusted to handle the fallout -- that you’re apologetic but proactively taking control.
Here are three tips to help you do that without harming your relationship or your reputation.
1. Acknowledge the impact on the client. When you deliver bad news, start by putting yourself in the other person’s shoes. “Recognize the impact it’s going to have on the client,” Bosley says. For example, your client may be under pressure to meet certain benchmarks, so if you’re behind schedule, you may add an emotional and financial burden by extending the project.
Show that you understand the client’s position at the beginning of your conversation. That empathy communicates that the client’s satisfaction is still your first priority. You can then frame your conversation around meeting their goals and needs.
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2. Be honest and direct. During the conversation, get right to the point and explain the situation in clear terms. “It’s important that you not waste people’s time beating around the bush,” Bosley says. “It shows respect.” For example, if you are over budget, show a clear breakdown of the costs, explain why they were necessary, and offer a new estimate.
Your client isn’t looking for excuses or long-winded explanations--they’re looking to see that you can take responsibility and control the repercussions. “There’s nothing worse than a cascade of (apologies),” Bosley says. "Just say, 'I’m sorry about this, but here’s how we’re going to solve it." You appear more competent when you confront the problem head on.
3. Provide a viable solution. Before you bring a problem to a client, prepare a solution that would meet the client’s needs and allay any likely concerns. “If you’re going to create a problem, you’d better be able to solve it,” Bosley says. For example, if you’ve overcommitted and can’t complete a project, connect the client with a talented colleague who will be able to see it through.
Focusing most of the conversation on your solution creates a sense of confidence and trust. “The action you take to rectify the mistake is where you gain back credibility,” Bosley says. A client will be much more likely to work with you again if they know that you’re willing to manage the burden for any problems that arise. 

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