Experts warn new Google search feature could make AdWords less effective

Search engine optimisation experts are warning that businesses may need to increase their spending on Google AdWords and improve their presence on Google Maps after the internet giant introduced a new feature that places more emphasis on location-based results – and pushes AdWords advertisement further down the page.

And online retailers are being warned to keep their location details up to date even if they do not have a physical office.

The new feature introduces a small map in the Google search results page. When a user searches for a particular destination or category, Google will determine whether the search is about a particular place and then show a number of different search results on the map.

However, SEO experts say there are problems with this new feature. Firstly, the small map actually pushes the AdWords component down the page, meaning the money businesses spend on AdWords may not be as effective as it was, as users are less likely to see them.

Reseo chief executive Chris Thomas points out the problem in his blog on SmartCompany today, and says businesses need to really start thinking about spending more on AdWords and updating their Google Places profile.

“This is a massive change. One thing that indicates the quality score of certain keywords is click through rates. And if you have people not clicking on ads, and if they are pushed down, you could see click throughs decline.”

Thomas points out that advertisers now need to start spending more money on certain keywords for those ads to appear highest and become the most likely ads to be spotted.

“It’s a very funny change, in that they have replaced something that makes them money with something that doesn’t. Perhaps they really are serious about creating a better user experience… but it’s a very big change for businesses.”

Stewart Media chief executive Jim Stewart says businesses need to consider spending more on AdWords so they have a better chance of showing up on more pages. However, he says the more important issue about the new change is that businesses need to start showing up on Google Places.

“The main message I would take out of this is that if you haven’t claimed Google Places, you need to, and straight away. Google may take a lot of data from directories to put in Google Maps, but if you haven’t claimed it, it may have old information.”

“Claim your Google Places data. You need to start listing all your store locations, all your offices, including your head office, along with details like phone numbers, opening times if you are running a store, and so on.”

Thomas agrees, and says the businesses that start taking advantage of their Google Places profiles, complete with features such as photographs and contact details including phone numbers, will see the best results. He says users want Google to produce the best results in the shortest amount of time, and businesses can’t risk being left behind.

“You can get a really great result if you’ve taken the time to claim your business, upload a picture and so on. You also need to make sure you’re listing for as many physical locations and cities as possible.”

Stewart says the new Google Places feature will usually determine where a user is located and then start searching for results in their area.

He says this is crucial for smaller businesses, which may not have seen any point in updating their Google Places data.

“This is all about local search. Small businesses that might not have thought about this sort of stuff need to start updating their profiles, because if you’re in a certain area, this feature will now give you the results for that physical area.

“The other issue here is mobile. As more people start searching Google on their mobiles, updating these Google Places profiles with location data is even more crucial for local businesses.”

But one online retailer warns that even if your store doesn’t have a physical location, updating your Google Places information is important so users at least know that you have an online presence. Wai Hong Fong, director of OZhut, says online businesses should start working on this straight away.

“Absolutely, businesses should be doing this. Everything on Google is important to achieve high ranking positions, and you want to indicate that you’re covering yourself. Google takes into consideration the nearest location, and if you’re not on it then you are losing.”

“It seems to be working for us, because even though we don’t have a storefront and people don’t walk in it, you’re covered and we have an online presence.”