We’ve been woofing for a year or more about ‘tricking out’ your business listings in Google Local Business Center (aka Google maps).  It’s easy, only takes a few minutes and gives your business a significant advantage in Google.  Watch this video for a super-fast overview:

Why?  According to Web Strategy Workshop:

• 84% of searches in the USA are local, which is why Google gives them a lot of space ‘above the fold’ in their search results.  This is now the only place on a Google search results page you can usually come up with an organic (unpaid) result.
• 86% of those that search for a local business follow up after finding your information. 
• 61% then follow through to make a purchase.  61% of local searches convert to sales.  Where else can you BUY advertising with that kind of conversion rate?  And Google’s Local Business Center is FREE but for your time to fill out the information.

Tips:

• Use the key phrases your customers are likely to type into a Google search when you write descriptive text in your page of Google Local Business Center.
• Take advantage of the insight tools in the Google Local Business Center to measure results.  You’ll have access to all kinds of information about where your customers are coming from and what they searched to find you.  You can then use that information to improve your key phrases and optimize your Google Local Business page.
• If you want to amp up your Google presence, try AdWords.  But don’t over-spend.  Use AdWords built-in geographic targeting system to ensure your ads are being seen by those the most likely to convert to sales.  Don’t pay for “Tuna” when you can pay for “Fresh Caught Tuna Ilwaco WA”.  The latter will get fewer clicks, but each click you pay for is likely to convert to business.