Question: Does your Places page need to be set up using keyword heavy content like any other page on your own site?
Question: Can you review the differences between broad, exact, and phrase keywords when using the keywork tool on Google AdWords?
Answer: We teach a whole webinar just on Google Places and local search, as there are many intertwined issues in terms of showing up well on Google Places. First, in terms of your keywords question, YES your Google Places listing needs to be KEYWORD heavy. Second, reviews that you get (as many as possible!) need to ideally include your target keywords and well as come from reviewers who have many reviews, an established history on Google, and are in your local community. It’s all common sense: Google Places rewards businesses that have many reviews from established reviewers, reviews that use the target keywords, and that come from reviewers who are local. It’s a reputational system. That said, GET reviews. THE MORE THE MERRIER. You want to pro-actively encourage people to review your business.
In terms of broad, vs. exact, vs. phrase keywords in the tool, you have to understand what these match types mean to Google. Broad = Google think for me, make substitutions. For ‘animal boarding,’ for instance substitute pet boarding, cat boarding, pet hotel, pet care, etc. For [animal boarding], give me ONLY those two words – I.e., searches that are just [animal boarding] and no other words, no substitutions. For "animal boarding" we are looking for PHRASE matches – phrases that containt those two words plus others.
These then translate to the keyword tool, which gives you data about search patterns, in ‘concentric’ circles from exact to phrase to broad match. There is a final match type called ‘broad match with modifier,’ which is very important to AdWords but has no corresponding match type in the tool.
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