There are a million online misadventures that can snuff out your business’s rankings in local search – in the Google+Local (AKA Google Places) search results and everywhere else.
Attempts to spam or deceive Google usually backfire. You can also destroy your rankings through sheer laziness – like if you never update any of your business information or never bother to understand Google’s quality guidelines.
You may be aware of what online actions can hurt your local rankings. Maybe you’ve learned the hard way.
But there also are offline ways you can kill your local rankings. Simply not doing anything stupid or naughty in your local SEO campaign isn’t enough. You can lose local visibility and local customers without ever touching your computer (or smartphone or iPad). To be more precise, I can think of 7 ways:
Offline Way to Die Online #1: Relocate, rename, or use a new phone number without updating your Google+Local page or other business listings to reflect the change(s).
By “update” I mean you must do two things: (1) update all your business listings with the new info, and (2) scour the web for listings (AKA citations) that list your old info. (By the way, doing a free GetListed.org scan can be a huge help when you get to this step.)
If you fail to do the above, you may be OK…for a little while. After some months a major third-party data source (most likely InfoGroup) will catch wind of the change and create new listings for your business with the new info.
This will cause your business to have inconsistent info spread all over the web – which itself is a rankings-killer – and may cause Google to create unwanted and inaccurate Google+Local pages for your business (another rankings-killer).
Offline Way to Die Online #2: Get a phony address, like a PO box, UPS box, or virtual office. Eventually your fake-o address will enter the local-search “ecosystem” (in the way I described above) and you’ll end up with inconsistent business info all over the web, penalties from Google, or both.
(It’s likely that the only reason you’d want a phony address in the first place is so you can try to game Google – so it’s likely your rankings won’t die as a result of your offline actions alone. More likely, you’ll try to update your business listing(s) with the fake address and end up getting flagged by a competitor or good citizen.)
Offline Way to Die Online #3: Mistreat your customers and get slammed with bad reviews. This probably won’t have a direct effect on your rankings unless you have dozens or hundreds of scathing reviews, BUT it may affect your rankings indirectly.
For instance, nobody knows for sure whether click-through rate (i.e. the percentage of people who see your business listed in Google and click on it) is a factor that Google takes into account when sorting out the local rankings. But Google does “know” a bunch of user-engagement stats. If people simply don’t click on your listing because they see a 10/30 average Google rating, or if nobody clicks your link from (say) your Yelp listing because you have a 1-star average, Google may very well take your rankings down a peg.
Also, although “social signals” like Facebook shares, tweets, and Google +1s don’t seem to affect your local rankings much or at all as of this writing, they most likely will become a stronger ranking factor in the future. If potential customers are scared off by bad reviews, you’ve got fewer opportunities to get social shares.
Most of all, at the end of the day, it’s about getting people to pick up the phone. You can’t do that very well if nobody clicks on your Google+Local page or website because your reviews reek.
By the way, you get bonus idiot points if you get hammered with bad reviews but don’t write thoughtful “replies from the owner.” Yes, you can do this: Google+Local and Yelp (and probably other sites that aren’t coming to mind now) let you respond to reviews. It’s easy to write a reply and takes you maybe 90 seconds. It’s even easier never to check up on the sites where you’re listed or simply to live in ignorant bliss, oblivious to the public criticism.
Offline Way to Die Online #4: Hire and fire an unethical SEO. He or she has access to your Google+Local page or other listings (and maybe even your website), and may do something nefarious or simply not hand over your command codes when you need them.
Offline Way to Die Online #5: Let your domain name or hosting expire (thanks to Chris Silver Smith for this one). True, technically you don’t need a website to rank in the Google+Local or other search results. But if you don’t have one, you’re shooting yourself in the foot, because many local-search ranking factors depend on your website. If you’re in a competitive local market, forget it: Without a site you’ll fare about as well as Lance Armstrong in a polygraph test.
Offline Way to Die Online #6: Never grow your site. No, I’m not talking about updating the copyright at the bottom of your website so that it no longer reads “© 2002.” I’m talking about keeping a “static” website to which you rarely or never add useful, non-promotional info that might cause a potential customer to think “Hey, that was handy!” A static website is a lost opportunity.
Google knows when a website is an online paperweight, and may very well reflect that fact in your rankings. Worse, if your site is devoid of fresh, helpful info, nobody will link to you, share your site, or give you a juicy unstructured citation or review – all of which are factors that otherwise could boost your rankings.
If you’re going to rank well, your site needs to show signs of life.
Offline Way to Die Online #7: Never check your Google+Local page and other listings. They say a watched pot never boils. The corollary is that an unwatched pot can eventually boil over or boil until there’s no water left.
Things will happen to your online local presence, whether you know it or not – and probably not all of those things will be good. Sometimes you’ll need to fix or remove inaccurate info on your listings, respond to reviews, or double-check your Google+Local page or website is compliant with the Google update du jour.
But you can’t fix problems if you never know about them.
By the way, there’s no offline way to fix most of the above problems. The solutions involve getting with the times, getting on the computer (or tablet), getting a little bit of local SEO know-how (as you’re doing now!), and getting your hands a little dirty. That will help you become or stay visible to local customers, and it will help keep the phone ringing.
Any other offline “ways to die” you can think of? Any questions or general suggestions? Leave a comment!