How to feature your company on Google Maps

As more mobile-devices connect to the internet and GPS becomes ubiquitous, delivering search results specific to your location is the next logical step for search engines. Personalisation of search is an obvious way to provide results that are more relevant to each individual customer's needs. Google knows where a user's computer is from, IP information, details you have provided about your user account, as well as data from previous searches from your computer or device.

As search becomes more personalised, it makes sense to locate your business geographically and Google has provided a useful interface - albeit with a few quirks - to make this process relatively painless and ensure that company owners have control of the information which is presented about them on Google Maps.

Claiming a Listing With Google Local Business Centre

1. Visit http://www.google.com/lbc and login using a Google account.
2. Click "+ Add new listing"
3. Add details - Be sure to add as much detail as possible. The following fields need special attention:
   • Company Name - this should be the registered company name. While it is tempting to sneak in a few keywords, if a competitor complains, you could have your listing reviewed. Only write in here your company name as it appears with Companies House.
   • Telephone Number - the main number should be a geographically located number. Non-geographic numbers (mobile, 0800, 0845, 0870) cannot be used for verification. Put any other contacts in the "additional telephone numbers" box.
   • Categories - You have to select at least one category that fits your business, these are generally quite poor and have an American slant. For example, all legal options refer to Attorneys. Use one official Google category, more if you can, but fill in the rest of the options with categories of your own creation that explain your business processes.
4. Claim your listing - There may be another company with similar details or someone else at your company might have claimed the listing previously. Elect to claim the existing listing or create a new one. Both will require further verification.
5. Further details - Fill this in as thoroughly as possible. Add at least one image. Company logos are ideal, as well as photographs of the premises or from the premises representing the company. Also upload any video you have regarding your company. YouTube is the second most popular search engine in the UK and as it is owned by Google this is a great opportunity to connect your company with any video which is already online.
6. Validate your listing - The telephone call is instant once you have clicked the button and is an automated service. Only use this method if you have agreed it with the person who answers the phone. I recommend postcard verification.

Why You Should Verify Your Company Listing

Once verified you'll be able to see some more information about your site:

• Number of times your site appears on Google Maps (known as impressions as it is in Adwords)
• Clicks coming through from Maps and local search.
• How complete your profile is and if there are any details missing.
• Special notices - time limited text notices about your company
• Keywords / top search queries

Google Local Business Advanced Features

Verifying accounts is a sensible way to make sure you retain control of your business (or the business you represent) but it can be a real pain. Getting staff to accept postcards and return the information on them has been going on for about three months with one of my clients so far and their six locations are still not fully registered. If your company is large enough to have ten or more outlets you can create a bulk locations file and upload it. It can take a while to go live but it is a quicker method in the end for companies with multiple locations.