Yet another phone call from Thomson Local. Yet more offers to “increase my web traffic”, “improve my business’ visibility” and “make my key words appear in Google”…  Yet another salesman about to leave disappointed.  But then he mentioned something interesting. Google Maps.

Google maps is one of the best search engine marketing (SEM) tools for businesses reliant on local catchment areas and clients.  And it works both ways – as a user, fed up of trawling through search results pointing to businesses the other end to the country, it quickly and simply shows you local businesses, how to contact them, and how to get to them.  For small businesses, in highly competitive markets this can be crucial as getting high on a standard Google search often proves highly time consuming or a hefty expense.  You don’t even need a website to benefit from it.

Back on the phone, the sales representative informed me that Thomson Local now provides the data for Google maps.  Although it is still possible to add a business directly through Google, details provided by Thomson Local will come up top.

So what’s going on?

Back in May 2005 Google announced that Thomson Local would be the first European directory publisher authorised to sell advertising through Google AdWords.  Ever since, it has been a strong part of Thomson Local’s sales pitch.  (Google’s press release).  Just before Christmas (2009) Thomson Local data started appearing in the Google maps directory.  Indeed if you scroll down to the bottom of a Google Maps search you will see the phrase “Business listings provided by ThomsonLocal.com”.

While the details of this development are yet to fully emerge, at present Thomson Local listings only seem to be getting priority as paid advertisements within Google maps.  (Highlighted in yellow as with standard Pay-per-Click adds).

Do I need to start paying for maps advertisements?

If you don’t currently pay for maps advertisements then you probably don’t need to start.  Google’s Local Business Centre still exists and still offers a fantastic range of features and functions, (stats, coupon promotions, video, text and image addition), which used properly can be far more enticing then a plan text link – even if it is a the top. And it’s free!

Whilst the list of results to the left of the maps page is useful, the majority of people still look first to the map itself.  It’s your proximity to the client, and the informative nature of your ad, that will make them choose you.

If you are thinking of advertising with Thomson Local have a look here for a full list of their advertising partners.