What are business attributes, and why should local businesses care? Columnist Adam Dorfman explores.
|Scooped by Norman Pongracz|
Norman Pongracz's insight:
TL:DR Google started asking their users to confirm business attributes on Google maps, such as "wheelchair accessibility" or "offers take-out". These attributes are becoming increasingly important in local search because they trigger the "micro-moments" of user journey - moment which influences users' decisions the most - that often leads to actual offline visit. Also Google noted that the number of “near me” searches have increased 146 percent year over year, and 88 percent of these “near me” searches are conducted on mobile devices. Recently Google My Business updates support changing attributes for businesses as well.
Now, when checking into places on Google Maps, you may have noticed that Google prompts you to volunteer information about the place you’re visiting to refine the place's attributes: Attributes consist of descriptive content such as the services a business provides, payment methods accepted or the availability of free parking — details that may not apply to all businesses. Attributes are important because they can influence someone’s decision to visit you.
Many publishers are trying to incentive adding attributes this via programs like Google’s Local Guides, TripAdvisor’s Badge Collections, and Yelp’s Elite Squad because having complete, accurate information about locations makes each publisher more useful.
Basic info such as name, address and phone are basic identifiers for businesses, but attributes are increasingly contribute to local visibility. According to seminal research published by Google, mobile has given rise to “micro-moments,” or times when consumers use mobile devices to make quick decisions about what to do, where to go or what to buy.(more on micromoments: https://www.thinkwithgoogle.com/collections/micromoments.html)
Google noted that the number of “near me” searches (searches conducted for goods and services nearby) have increased 146 percent year over year, and 88 percent of these “near me” searches are conducted on mobile devices.
The recently released Google My Business API update to version 3.0, Google also gave businesses that manage offline locations a powerful competitive weapon: the ability to manage attributes directly.