Over the past few years, the algorithms of formation of the SERPs has changed dramatically: the map comes in first place for queries related to search for products or services. Because today anyone searching for the products or services the default is local, a search engine usually produces results that are relevant to the user location dots on the map. That is why any company that has offline offices or point of sale, it is very important to be on all platforms, working with a local search (maps, navigation, geoprivacy, social networks, etc.). Bakeries, beauty salons, medical clinics, gas stations, shops — “local” companies compete for customers and therefore for a place in the ranked results of a card (3 markers in the local-pack, a small block card). A good example: driving your car you are looking for with your smartphone or Navigator “nearest tire”. Assessing your location, the device will display the relevant result is the one in the radius of five kilometers. There are other, far closer. However, the owners indicated their business on the map, thus “sent” by a client to a competitor. Here are some practical tips on the example of Google maps by which you can stand above competitors: 1. Make sure you choose the category of business, be sure to fill not only basic but also additional. For example, basic restaurants, the extra — food delivery/catering. 2. Add as much information (payment methods, Parking availability for the disabled, etc.). 3. Add photos, create panoramic 3D tours. It is perceived positively by search engines, to cause the trust and interest among users. The more users looked at it and went over to the card of your company with organic matter and with Google Maps, the better it scales over time (Google takes into account the behavioral factor)/ 5. Mention. Add data about your company in geoprivacy on an interactive map of competitors Google (for example, 2GIS). It is important that information on resources were the same, otherwise it may cause distrust of the search engine and to lower a card in the results. 6. Work reviews. The rating formed on the basis of user ratings, also affect the ranking. What else? Sostav asked to complement the list of one of the practitioners of the advertising market. Alexander jarostchuk, development Director at MediaGuru One of the key factors that influence ranking — the number of real reviews in Google My Business. It is not necessary to wind them artificially, such reviews are easily recognized and removed. Ask customers to share their impressions of the rendered service. It is desirable that the feedback was a list of services received, location, and other details. Think of the incentive system, for example, include a discount on the next order after the publication of the opinion. The next important factor — the most completed profile on Google My Business. One of the novelties — trial versions of the show organizations in the organics already built-in function “messaging”. After confirming the data about the organization potential customers the opportunity to ask a question directly to the company. Questions forwarded to the phone of the owner without revealing its number to the sender. Finally, there is a test while the novelty is available in a limited number of accounts that it allows the business owner to write in his card of entry with a detailed description of the products being sold, company news, notes about upcoming events and promotional offers. In the recording you can enable video, image, text and button with call-to-action. Simultaneous change of information in maps and directories to help professional services such as Uberall, Yext, RocketData. This is true for companies with a large number of branches and offices. It is also important that in this scenario, you receive the opportunity to work with feedback from a single interface. A comparison of the main parameters of the services Uberall, Yext, RocketData What is common to these services, and how do they differ? Similarity Level of optimization at all (how many of the possible fields allows you to fill in service) — 100%, have the ability to upload media files, and collect and work with the reviews. So, you can receive instant notifications about new customer reviews on relevant sites. All the services are working with a small business (with only one branch), and large companies of 1000+ locations who want to manage your location data. All provide demo version; download data automatic. There is integration with helpdesk and ticketing systems, they are important for support of services and allow you to handle requests from clients. All of these companies provide API access (but access from Yext — limited) is a software interface that allows you to work with uploaded data. This is true, for example, to display a desired location in the mobile app or add them to the map on the website of the client company, to change the contact data from your CRM. Differences Yext operates globally and offers companies “to manage their brand across the digital universe.” Has over 100 integrations with mapping and other services, of which relevant for Russia 27 (Apple, Baidu Map (Overseas), Bing, Eventbrite, Facebook, Foursquare, Google Maps, Instagram, Snapchat, TripAdvisor, Waze, AroundMe, Brownbook.net CK Map evensi, eventful, eventseeker, Factual, Fliggy, HERE Technologies, iGlobal, Infobel, Navmii, PIRT, Pitney Bowes, TomTom, Where To?). The Yext service after the expiration of the license all the fixes “rollback” to the original state. RocketData — service management of online presence business operates in Russia, Belarus and the CIS countries. The company’s mission is the development and implementation of an effective location strategy (to be “close” to the buyer, always and everywhere), the ultimate aim is to convert search traffic into actual purchases. Integrates with 35 sites in Russia, with 32 of them (Google Maps, Yandex. Maps, Facebook, Navitel, Yandex Navigator, Foursquare, Instagram, OpenStreet Maps, Nokia maps, Google My Business, Garmin, Waze, Maps.me, TomTom, Factual, Google Assistant, Vkontakte, Alice, Zoon, Osmand, Gps navi Be On Road, CityMaps2Go, Orgdir, Navigon, UBER, SPR, Otzovik, Irecommend, 2Gis, Yell, YP, Moscowmap). Uberall, as stated on the company website, “search turns mobile traffic into sales with the help of radar marketing.” Provides integration with partner yards in USA and Europe, additional directories can be selected depending on the country. In Russia Uberall works with 18 services: TomTom, Foursquare, Infobel, Instagram, Brownbook, Where To?, Facebook, Navmii, Apple Maps, HERE, Google Maps, Factual, GM, Waze, Uber, iGlobal, Google Search, TripAdvisor. With such sites as Yandex. Maps, Vkontakte, 2Gis, Navitel, Moscowmap, OpenStreet Maps, Maps.me, Yell, YP, SPR, Otzovik, Irecommend company Yext and Uberall do not work. The cost to operate the services listed in the table, but the details certainly, there. For example, for companies with one branch, the cost per year for one point at RocketData — $223. Depending on the “package” of purchased licenses is provided a flexible price calculator (e.g., connecting 1000+ locations will operate a rate of $25 per 1 point per year). The opportunity to work with the feedback included in each plan. Price Yext for annual maintenance of a single point will be from $199 (minimum) to $999 (premium plan). The cost of the “package” is also affected by the presence or absence of options, which are paid separately (e.g., monitoring of feedback, the ability to use advanced Analytics). Uberall estimates Appendix 1 locations in directories in $570. More detailed information about rates on the website of the company.
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