INSIGHT: Make sure online searches don't lead customers astray

Nothing comes between my family and a good, locally brewed beer. At least, not until Google did.

While visiting Duluth, Minn., earlier this year, we decided to try a new taproom locals were hyping about. We typed the business name in the Google Maps app on my smartphone, got the directions and we were off. An hour later, we found ourselves at a small shack at the end of a dirt road – the old brewery location.

While our frustration subsided once we found the taproom 30 minutes later, we drove miles out of our way because the owners did not update their address on Google.

My second Google mishap occurred more recently.

I searched for a Sioux Falls eye care business on Google. On the right-hand side of the search results page, the hours of operation appeared. It said the office was open.

Luckily, I called instead of driving to the business because the search results were wrong. The business was closed. Again, the business did not correct its hours on Google.

Frustrating, right?

If you're a brick-and-mortar business, even if you have not provided your contact information to Google, chances are, it is already there. It also might be leading customers astray.

Google collects data on businesses from third-party providers, user edits and verified business owner records. When a person is seeking a business, Google will display the information contained in its databases. If the information provided by sources is inaccurate, the search results will be as well.

Businesses with unclear online listings could be losing out on sales. According to a survey by Placeable, 73 percent of people lose trust in a business when incorrect information appears.

Luckily, businesses can take action to ensure customers have up-to-date information.

Google My Business allows owners to claim and verify their information. This information appears in Maps, helping customers find directions to the business, and Google search, showing contact information, reviews, hours of operation and more.

Claiming your Google My Business page also automatically generates a Google Plus page – Google's equivalent of a social networking site – for your business. You can share news about your business with customers here. Go to www.google.com/business, click "Get on Google" and follow the instructions.

Updating your information is not a one-time deal. Search your business often to ensure the information is current. Check back for customer comments and reviews, too.

I'm surprised by the number of businesses that don't take advantage of this service offered by Google and sites such as Yelp, Facebook and Foursquare.

People are online, searching for your business, and it's important that customers are able to find you easily.

Google's goal is to provide relevant and accurate information, but business owners need to do their part as well.

Amanda Oberg is a copywriter at Click Rain