June 6th, 2010 by Susie

The enduring importance of the local in a world of apparent globalisation has been stressed by many astute commentators. The unevenness of globalising processes, and the continued incentives to focus activities around other geographical scales, has meant that locality still matters when it comes to many corporate activities. Although the net has been portrayed as the ultimate globalising force, the way we use it often gives importance to the local dimension.

This prioritisation of the local is particularly evident in search queries, when we are looking for goods or services within a reasonable distance of our specific location. As Google remains the dominant search engine, it makes sense to consider how it handles the issue. Despite Google being an incredibly successful global player, it recognises the value of innovations which facilitate our ability to concentrate our attention on the local. This enables firms to exploit these local opportunities – if they keep their eye on the ball. In this context, this means that they, and their SEO firms, should watch out for relevant changes in the sphere of search.

In recent times, Google Local Business Centre has been transformed into Google Places. While sceptics might contend that this development is limited in its implications, it is best to be fully informed prior to making such a judgement. Although there is an element of re-branding in the name change, it is also the case that there are real differences between the two services. Despite the two services both permitting local listings to appear quite prominently in the search engine results pages, the diverse features which Google Places incorporates are certainly worthy of some attention.

Many small or medium-sized enterprises (SMEs) appreciate Google’s local emphasis, because it enables the listings relevant to their firms to appear relatively prominently. Moreover, Google Earth and Google Maps both feature local firm information. This data can include useful things, like specific opening times or pictures of the office or retail outlet concerned. For many firms, this kind of display opportunity can prove to be a genuine boon. Where Google Places diverges from its predecessor is that it permits a firm to combine this free facility, with a hired box (for a reasonable monthly fee) which can contain additional information. This information may consist of specific items, such as a facility for bookings, a set of handy directions or an attractive corporate video. These options are not the only ones available, but they are perhaps the most likely to succeed.

While the hired box innovation may not initially appear too radical, if the space is used effectively it could easily lead to a firm obtaining more business. Only one rented box may be utilised, so how it is used will be of the utmost importance. For example, an excellent video may make a firm stand out from its local competitors. For instance, a restaurant may benefit from a video which displays its interior and meals in a positive light. Listings which do not incorporate the new box may appear mundane, and the potential consumer may turn their attention elsewhere.

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