Google is fun to watch. Yesterday at the click of a button somewhere in the Google Complex they changed over 80 million Google Places pages to Google+ Local pages worldwide. So what does that mean?
There is a good article on Search Engine Land that gives us this,
Here’s a brief overview of what’s new and what’s changing:
- The substitution of the new Google+ Local pages (as mentioned) for Google Places pages
- The appearance of a “Local” tab within Google+
- The integration and free availability of Zagat reviews (its entire archive across categories)
- The integration of Google+ Local pages across Google properties (search, Maps, mobile)
- Integration of a circles filter to find reviews/recommendations from friends/family/colleagues
Static Places now give way to more dynamic Google+ Local pages. Google’s star ratings are also being replaced by the Zagat 30-point rating scale (for user reviews as well).
There is a lot to be seen about what all of this means but I certainly see this as a sweet spot for retailers somewhere between the too social Facebook and the too business orientated Linkedin where local businesses now have a dynamic Yellow Pages type site where they can promote themselves to consumers looking to do business locally.
If this holds to be the case then brand managers have another opportunity to influence how retailers talk to consumers locally, with no publication costs!
Now, let’s figure out how to do this.