Google has announced a new Google Maps search result feature that offers users some of the most frequently used phrases to describe different places. For local marketers, this could be a great way to boost web (and foot traffic), though it speaks to the need to generate brand advocates.
The descriptive terms can come from a variety of sources across the web. Google explains it will pull them from “reviews, web pages and other online references, and they can help people quickly identify the characteristics that make a particular place unique.”
The terms appear directly under the business listing in Google Maps, serving as an additional layer of advocacy for (or warning against) businesses.
With this in mind, marketers will want to up the ante with their own optimized pages to facilitate positive listings. Also, brands might find that social marketing efforts and consumer engagement help foster positive buzz about their businesses. While the phrases that pop up are ultimately beyond marketers' control, business owners should be aware of this development as it will soon roll out on Place search, Google.com and Google Maps for mobile.
Plus, search engine results are generally trusted sources for insight on local businesses. A survey from the Local Business Association (formerly the Yellow Pages) indicates that 67 percent of consumers use search to find nearby businesses and 41 percent say they trust information found via search the most.
