Web Wise: Google App Gives Customers
Directions to Your Door

A Web site's "Find Us" page - providing a map, directions, business hours and other important information - is a vital feature for any business' Web site. It not only helps customers and associates find your location, but it also gives search engine spiders a content-rich page that provides location indicators and local citations. Search engines use this information to determine your ranking in their local search results.

Google Maps now offers a free, customizable Directions Gadget that is easy for any Webmaster to insert on a shop's site. The gadget provides driving, walking and even public transportation directions, making your "Find Us" page interactive while keeping customers on your site, not Google's.

Inserting the gadget on your site is simple:

1. Visit http://maps.google.com/help/maps/gadgets/directions/

2. Follow the directions, adding your location to the appropriate area and choosing your color scheme.

3. Click the "Get the Code" button. The HTML code is displayed, which can be copied and pasted onto your Web page.

If a user enters a vague or incomplete address, the tool will provide a list of more exact locations to pinpoint the desired address. The gadget can be programmed to display in 23 languages, and it's designed to be easy to use for both Webmasters and end-users. Web site visitors can enter either the ZIP code, address keyword or latitude-longitude coordinates to get the correct directions.

However, the Directions Gadget doesn't take the place of registering a site with search engines, nor does it provide any search engine optimization - namely, the content search engine spiders are looking for when crawling a site. Be sure to cover all your bases when providing information to visitors on a "Find Us" page.

Ensure your location Web page is rich with keywords and details. Include landmarks, nearby highways and any other distinguishing location markers that will help customers find the brick-and-mortar shop easily, in addition to your exact address and phone number.

ASA Web Ways: ASA's Information Center

The ASA Information Center contains citations, abstracts and the latest commentary on such topics as business management, employee hiring, business statistics, legal issues, customer service ideas and repair statistics. Located in the ASA Members Only section of www.ASAshop.org, a convenient search engine helps members find the pertinent information they are looking for, and you can easily request additional information on the indexed articles by using the convenient order form. Articles and reports are e-mailed, faxed or mailed to ASA members free of charge.