Friendly Pharmacy Hurlstone Park was previously called Friendly’s Chemist. Therefore, one of the first tasks was to locate, claim and try to amend as many of the old business listings as possible that had accumulated over many years.
As a new business, Friendly Pharmacy Hurlstone Park had very little marketing collateral with Google, so the challenge was two-fold create new listings and try to fix the old ones – which were actively working against any new online marketing initiatives.
STEP 1: GOOGLE SERVICES
Setting up a Google My Business / Plus account correctly is the most important aspect of any ‘Local’ SEO work. It lets Google know where you are. The aim is to occupy one of the 3 Google Places spots below the map on the search results page – if you can attain the first position that’s even better.
EVERYTHING matters when you set up a Google My Business account; the business categories you choose, your trading area, how and what you name your photos, business description and most importantly, business name, address & phone number.
It’s not only essential for your SEO work, a Google My Business account also records a lots of important information. Every 7, 3o or 90 days it will tell you how many people clicked through to your website, used it for driving directions to your business and, best of all … how many people phoned your business.
Occupying one of the 3 Google Places listings also makes it easy for people to find you and call you on their mobile devices.
Other Google Services connected included a Google Map (associated with the business – not just the road/street).
STEP 2: CITATIONS (ONLINE DIRECTORIES / SOCIAL MEDIA ACCOUNTS ETC)
Citations are any online references to a business that include business name, address & phone number (NAP). If all other things are equal (eg. relevant content, same location) a business with more matching citations will out rank similar businesses with less. When Google looks to provide relevant results to a search query it uses 3 key criteria:
Friendly Pharmacy Hurlstone Park’s main challenge, over and above locating, claiming and fixing the business listings with the previous name was the company website which is neither mobile-friendly nor optimised for search engines.
SEO SUCCESS STORY – OUTCOME
Despite the challenges, Friendly Pharmacy Hurlstone Park now occupies the 1st Google My Business / Plus position, the 1st Organic SERP and several directory listings for the search term ‘pharmacy hurlstone park nsw’. Not 1c has been invested since the SEO work was undertaken in January 2015.