With Universal Search Google is attempting to serve up the most relevant result that is possible for any given search phrase. With the increased amount of information that will be appearing in the search engine results, having exposure in every possible medium just makes sense. Video optimization was discussed last week; this week we will discuss Google Maps.

Have you seen Google Maps listings appear in the listings on the search engine results pages? Well if you haven’t already, you will soon with the full launch of Google’s Universal Search in November. Sometimes you may see the Google Map link under a listing, while other times you may actually see the Google Map populate the search engine result page.

Let’s take a closer look at an example of each circumstance.

Google Map Link
If a web site has a Google Map listing associated with it, there will be a link to the map. If you click the plus-sign or link that appears below the web site description, it will expand and actually show the map with the location pin-pointed for you within the search engine results page. For example, in the below image, you can see that the map is showing the campus location of Bryan College in Springfield, Missouri. Similarly you can see the listing below Bryan College has a Google Map associated with it but it has not been expanded. To experience this yourself, type Bryan College in the Google search box. The third result should be for http://www.bryancollege.com. Just below the description and above the URL, you will see a plus-sign and “Map of 237 S Florence Ave, Springfield, MO 65806.” Clicking that will expand the map image.

Google Map Listing
If the search query is specific enough to include a location, a Google Map listing may populate the search results itself. For example, typing bryan college springfield, mo into the Google search box will bring up the below image. Accompanying the map is information about the listing: web site, physical address and telephone number. The very next result happens to be for Bryan College as well, and sure enough, the Google Map listing link appears under the web site description as was stated previously.

Getting Listed with Google Maps
If a web site has a physical location associated with it, and a Google Maps listing is not in place, it’s time to get one set up. The process is pretty simple and includes filling out information about the web site and submitting it to Google. Google will then verify that the address and information is correct by either sending a post card or making an automated phone call to the actual location. A verification number will then be provided. After the listing is verified, it will take 4-6 weeks before the listing becomes live on Google Maps.

It may seem like quite the process, but it is worth it. With the coming of Universal Search, showing up as much as possible in the search results is crucial to the continued success of any web site.

Stay tuned for more information about Universal Search next week.