|A search for "pilates easthampton ma" turns up Renew Pilates|
We think they're looking at it all wrong. But even if they don't use Google+ for the networking aspect, we insist that they at least claim their Google Places page. To ignore that simple step is almost inexcusable.
But there is another big reason to take the extra step of setting up your business's Google+ Page when you're setting up your Google Places page, and the image above explains it.
In viewing that page no actions were required. Renew Pilates' information takes up over 50% of the SERP. And not only that, but it has almost every action item that, as a small business, you'd want to make accessible to your potential clients/customers.... address, phone number, directions, hours, links to images... it is immediately showing many of your website's capture points or action items before they've even reached your website.
So if that information, and those action items, can so quickly fulfill the primary role of your business's website, doesn't it make sense to think of that listing as your website's "splash" or "landing" page? Ideally your potential customer wouldn't even need to click to your website, and wouldn't consider clicking to a competitor's website.
You'll have accomplished the hardest step to a conversion.
So perhaps it's time to up the ante when it comes to your Google Places listing and your Google+ Local Page.
Tracking a different set of conversions
Once you've claimed the page you're then provided with Insights via the Page's Dashboard page.
In the above Insights we have changed the first linegraph to be from the default "All Views" to "Local Search views", which is what shows when someone searches for a local restaurant, pilates studio, or other business. This is a Google local search, not anything having to do with Google+. Because we want to see against a high-value action item (and unfortunately we can't see click-to-call statistics as an action), the second-best tracking information is "Clicks for driving instructions".
In this example the company has a very high conversion rate of the percentage of visitors that, upon seeing the information in a Google search results page, clicked a high-value action item. Interestingly enough the percentage that then continued on to the website was exceptionally low, mainly because they didn't need to go to the website to get the information they sought.
Are you curious now? Perhaps you thought it was all about Analytics, but remember, Google+ Local Pages are now your company's new landing page: people might be getting the information they need about you without even coming to your site.
Take control! Claim your Google+ Local Page now.