Google+ Local: It Really is a Game Changer

Google's Canary In a Coal MineThe conversion of Google Places pages to Google+ Local pages earlier this month was a game changer. Yes, it seems like Google comes out with something shiny and new every other day that can be termed a “game changer,” but this one actually is. Especially for small business owners whose profitability depends on the prominence of their position in a local Google search conducted by potential customers. And more changes are on the way. Big changes.

The Story

In short, what happened on June 1 was Google began the process of converting the business places pages that used to serve as a company’s primary presence in the Google search universe. Those Places pages, when verified by the owner and properly optimized with accurate information about the company, began to dominate many search results about two summers ago.

Google + Local

Now, instead of a Google Places page, companies will have a new Google+ Local page. Much of the same information will be included, but the presentation will be cleaner and – in theory – provide more social functionality for consumers. The five-star rating system Google used for customer comments has been replaced by a 1 through 30 Zagat rating system (think restaurant reviews, only for all types of businesses).

ZagatWhy You Should Care?

Why is it important for business owners to know this? Because this is more than a simple renaming of a product by Google. This is the proverbial canary in the social coal mine, and what happens next could very well shift our whole way of thinking about how we use the Internet for commerce. Google’s commitment to all things social kicked into full gear last year, with the introduction of the Google+ social network. Google+ for business followed, and now comes Google+ Local.

Google+ was greeted with relative indifference. Compared to the nearly 1 billion users on Facebook and 500 million on Twitter, the 90 million Google+ users barely register as a ripple. Business hasn’t ignored it as a way to interact with consumers, certainly, but any social media strategy inevitably begins with Facebook and Twitter (and, increasingly, Path, Pinterest and Instagram).

So, how might the introduction of Google+ Local change that for companies that rely on search position to create conversions and sales (in other words, just about every small business in existence)?

Unlike Google Places pages, Google+ Local pages will be indexed by search engines. This means a well-optimized Google+ Local page is now critical. You might have gotten away with setting up your Google Places page and then ignoring it, as long as your company’s website was optimized and filled with fresh, engaging content on a regular basis. You won’t be able to do that with a Google+ Local page, because this thing is going to show up in the search result. Although no one can predict just how prominent they will become in search results, especially in the ever-shifting world of mobile search, there’s every reason to believe a Google+ Local page might take precedence over your company’s own website. And even if that doesn’t become the case, it would still be foolhardy to ignore your Google+ Local page, because there’s another factor that is steaming our way.

The Longer Term Impact

That factor goes right back to Google’s very public commitment to social. Soon – Google isn’t saying when, exactly – the Google+ Local page will be directly tied to your company’s Google+ business page. As of now, the back end dashboard for the Google+ Local page will be the same as you used for your Google Places page. But that will change when the two become integrated, and there’s another social-related reason for that, as well.

Google Sign InGoogle wants people to sign in under their Google user names when they conduct Internet searches. The most important corporate asset Google has is the user data it collects as people use its products. In the past, people used to be able to interact with businesses on Google Places pages without being signed into a Google+ account. Now, if someone wants to make a comment on a business on a Google+ Local page, they must be signed into their Google+ account. This will eliminate the dreaded anonymous review, which seems great. But that cuts both ways, because people in their Google+ network will immediately know exactly what they think of the business, and potentially make buying decisions based on that opinion. A bad review written with an actual name attached carries much more weight than an anonymous shot that could have been written by a malicious competitor or disgruntled former employee.

The Facebook Threat

The tie-in between Google+ and Google+ Local reveals the real crux of it – Google isn’t trying to become the next Facebook. By tying Google+ personal accounts to Google+ Local reviews, and by tying Google+ Local to your company’s Google+ business page, Google is trying to become all things to all people.

And since Google is still the 800-pound gorilla of search, you need to pay attention to this inexorable shift to social. It matters to the bottom line now, and it’s going to matter a great deal more in the future.

Do you have a different take on this move by Google? Let me hear from you.

Website Development: Don’t Skip the Two Most Important Steps

What do website development, entrepreneurship and awesome sex have in common?

All three can rock your world if you are mentally strong and disciplined enough to practice delayed gratification. Oh, and this: No matter how accomplished you think you are at these things, there’s a decent chance you’re not doing it as well as you could be.

The sex thing? That’s a discussion for another time, maybe over beers once we know each other a little better. And even though I believe anyone who hopes to be successful in the Internet marketing industry would do well to learn as much as possible about the principles of entrepreneurship, the concept of delayed gratification in business is not really what this is about, either.

It’s about this: It is a bad idea to skip or skim over the two most important steps in developing a kick-ass website. But what are those steps? And why are they so important? More on that in a minute.

Listen, if you’re satisfied with your current process for website development; if you think you know what you’re doing and don’t need to know more; if all you care about is the quick fee you’ll make off your next website launch; by all means, feel free to move along. Best of luck to you.

If you’re still reading, good. It means you would have done well as one of those kids in the Stanford marshmallow test. Rather than gobbling down that lone marshmallow in front of you, you have the patience required to discipline yourself to wait for that second marshmallow you were promised.

Here It Is

The two steps you should never – ever – skip or skim over in website development are the precise definition of goals and the proper use of functional mockups.

Website Development Skipped Steps

OK, no big secret, that. Of course you set goals. Of course you use functional mockups. But do you, really?

Here’s the thing. After initial discovery with a client, once you have that first, vague notion of how to proceed, how often do you find yourself skipping directly to the development of design mockups? Come on, be honest. You and I know that’s the fun part – it’s where the artistry of web development lives.

Yet, the artistry can’t come to life without the consummation of a happy marriage between clear, well-defined goals based on a deep and thorough discovery process and a functional wireframe designed specifically to achieve those goals. Only when those two steps are integrated – and approved by the client – is a project truly ready to graduate to the design mockup phase.

Look, I’m not necessarily saying you’re taking lazy shortcuts if you don’t pay enough attention to the definition of goals and the creation of functional mockups. What I’m saying is, you might not even know you’re selling those steps short. The point is, you probably already do this well, but you might not be doing it as well as you could be.

Why?

So, why are these steps so important?

Because well-defined goals establish traceable metrics that tell you – in no uncertain terms – how well or poorly your site is doing. These metrics, in turn, help you learn about what works and what doesn’t, lessons that you can incorporate into your future websites. And using functional mockups the right way allows you to think clearly – without the distraction of a website’s many potential design bells and whistles – about how you intend to achieve those established goals.

It takes time, it takes thought, and yes, it might feel a little painful and tedious at times. It will undoubtedly slow you down and delay the “fun” part, as well as the tangible reward of a launched and successful site. In some respects, it takes the magic out of website development, because you are forced to do things a little more clinically.

But these two steps are absolutely mandatory if you want to deliver meaningful results to your clients and reach your full potential in the industry. And why would you settle for less than your full potential? Be strong. Be patient. Practice discipline. Trust me on this – it’s worth the wait.

And You?

Have you seen these steps skipped? Tell me your war story below?