Google’s been busy this year. After the Penguin algorithm update in April, at the end of May Google began transitioning existing Google Places listings to new Google+ pages. Places has been effectively abandoned in favor of the more interactive and socially-based Google+ format, a move that caught many business owners off-guard.
We’re approaching six weeks into the transition process now, and things aren’t quite as chaotic as they were. Reported bugs in the process are being fixed, more information is coming out of Google, but there are still some with questions.
In case you missed it, here’s what happened…
Places Pages are Now +Local Pages
Overall, Google has transitioned all Google Places pages to new Google+Local pages. You can still use your Places account to access your listing, but if you haven’t already done so, you’ll need to upgrade your Gmail account to a Google+ account you’ll use as your business. This is necessary to claim and manage your new +Local page. Eventually, Google will be merging the Google+Local account and the Google+Business account into one, but for now they must be managed separately.
New Review Process, No More Anonymous Posting
Several functions of the old Places page have changed dramatically, most notably reviews. Reviews can no longer be posted anonymously. Any user wishing to post a review must now do it through their own Google+ account, using their own name. While this may lead to a lower total volume of reviews, it should also help decrease the incidence of spammy reviews and blatant reputation bashing.
The rating system associated with the reviews has also been changed. The new Google+ Local pages include integrated access to Zagat’s review archives (which were acquired by Google last year), and allows users to rate businesses on a 0-3 scale (0 being Poor to Fair‚ and 3 being Excellent). Average scores are calculated on a 0-30 point scale based on individual scores.
Embrace It Now to Establish Yourself
Part of Google’s dream for Places was a social arena in which business owners and customers could regularly communicate. While that dream was often hampered by the limitations of the Places pages themselves, all has changed with the +Local pages. Photos (owner submitted, but more importantly user submitted) are going to be an important part of any successful page, and while there is currently no support for video integration, you can bet it’s coming. Begin uploading good looking, high-quality photos to your +Local page now, and begin establishing a presence.
The new +Local pages will be indexed and show in the search results eventually, and the social interactivity of the new format will allow for the creation of vibrant, dynamic content in highly visible places. Google’s gone to great lengths to draw more users to their Google+ platform, and transitioning Places pages to +Local pages makes sense to them because their goal is to create a social media environment that’s consistent across all Google media.
It’s not perfect yet by any means, but the groundwork Google is laying here can pay off in the long run. If users find the new +Local experience as engaging as Google’s promo video promises, a well-managed and active profile will become one of the must-haves of any small business’s marketing strategy.