Google says, “One out five Google searches is related to location.” Considering that a very high number of SERPs (search engine result pages) will display a map with a list of locations next to it, it behooves every business to take control of their renamed “Google Places” page.

On these pages and in countless recommendations to clients, we have, for years, stressed the importance of using the Google Maps Local Business Center (remember, we talked about using coupons, and Click-to-Call phone numbers) to take control of and optimize what Google displays next to a map when Google users do a search related to location (aka “geographically qualified search”) for your business or a product or service you may sell. As of April 20, 2010, the poorly-named Local Business Center is now named “Google Places.”

As usual for Google, the newly named Google Places comes with several new features. Unfortunately and as usual for Google, the search users and clients they serve in rural, lower-populated areas, cannot take advantage all of the new features. I understand the business decisions by Google to concentrate where they get the most return by targeting large population areas with the most potential customers. That said, I sometimes wonder if some of the people at Google don’t overlook that many areas with small populations and what they have to offer are destinations for those in metropolitan areas. I digress.

Some of the newest Google Places features:

Service areas: You can now show which geographic areas you serve. And if you run a business without a storefront or office location, you can now make your address private.

Others include:

• A new, simple way to advertise: For just $25 per month, businesses in select cities can make their listings stand out on Google.com and Google Maps with Tags. (Select cities are the keywords here, so this won’t be available to many.)
• Business photo shoots: In addition to uploading their own photos, businesses in select cities can now request a free photo shoot of the interior of their business. (Again, select cities are the keywords here.)
• Customized QR codes
• Favorite Places:

You may read all about it here in Google Pages announcement.

The bottomline is that you should, as before, enhance your listing with the map when it is displayed in Google’s SERPs. Now it is easier and you can do much more with your new Google Places page.

If you haven’t taken advantage of this, all it costs is a little time, and you will get start getting more self-qualified traffic from searches related to location. Sign up today!

As is the case here, most of the time what we post in this blog isn’t breaking news, nor anyone’s trade secret. It is usually just stuff that makes sense and works. Well this does both.

Many times, when people using their mobile devices search for local businesses, they are looking for phone numbers, not just addresses. Well, don’t disappoint them, When they are looking for a restaurant or a business, serve up a phone number where they can “Click-to-Call.” Don’t lose that opportunity to talk with them!

Google says, “you can make it even easier for potential customers to reach you by adding a location-specific business phone number in ads that appear on mobile devices with full internet browsers. Users can click the number to call you just as easily as clicking to visit your website. And, since ads can be served based on user location, a potential customer will see — and can click to call — the phone number of your store location that’s nearest to them, not one that’s across town.”

You may display the phone number from your Google Maps Local Business (If you have been reading this blog, you know we feel you should have a Google Maps Local Business listing.) listing by linking to that account. Additionally, you may manually enter a display phone number in your AdWords account.

Customers will not only be able to click (or push) on the number to call, you will be able to track the calls in your AdWords account. Please remember these will only show on mobile devices with full internet browsers, not all cell phones.

Jump over to the Google Inside AdWords to read how to track your callers, and more details about Click-to-Call.

According to Google, “Advertisers who participated in the beta trial have seen improved click-through rates. Plus, many advertisers received more visits to their websites in addition to incremental phone calls.”

If you are thinking this would be great for ads other than local ad delivery, well Google thinks so as well. A few days ago they rolled out their “Enhanced click-to-call phone numbers.” To display your national business phone number on mobile devices with full browsers, follow the two steps listed in this Inside AdWords post.

Just a few clicks on your part, will have self-qualified, potential customers clicking to call you!

We have talked about Google Maps Local Business before. The feature I want to encourage many of you to use is not new. In fact, it has been around since 2007, but definitely is under-used. I am talking about offering online coupons in your Google Maps Local Business listing. I expect the “under-used” aspect is likely to change as now you can have mobile coupons. Yes, that’s what I said, “mobile coupons.” Google says, “This new form of coupon allows your customers to search for savings via phone. A customer can pull up the coupon on his or her smartphone device and present the device at checkout to redeem. It’s easy for everyone!”

With the proliferation of smartphones (I love my Droid Eris.), more of your customers and prospective customers are viewing your websites from a mobile device. Take advantage of it.

If you use coupons in print advertising, you certainly know their effectiveness. Google’s “mobile coupons” have all the same advantages with much less hassle. And, it’s not as likely that you’ll forget your phone as you do the paper coupons as you hurry out the door.

Simple to use, and another way to get customers in the door!