Google's Beacon Project

A lighthouse is lit up at night in the middle of the ocean

Lighthouses & Beacons
Lighthouses have served mariners well through the years as they marked shoals, reefs and other hazards, sounded a fog horn when appropriate, and served as a navigational aid on waterways. Today, most lighthouses are not operating due to the cost of a light keeper and maintaining the structure. However, some lighthouses have replaced the old oil-fired lights with solar lights, reducing the cost and are back in business. 

Bluetooth Beacons
They're similar to a lighthouse in that they repeatedly transmit a single signal that other devices receive. However, it doesn't shine a light; it broadcasts a radio signal on a regular interval. These one-way signals are read by smartphones.

Google’s beacon sends a clear signal that helps your customers' phones recognize that they’ve visited your place of business. When Google recognizes that customers have visited, they can gather reviews and photos for you and provide new information that helps people learn more about and better connect with your business. The beacon doesn't store data; your information is private. 

Have you received Google's beacon?
We recently received a package that at first glance looked like a box of checks. Inside the box is a beacon and two documents explaining what it can do and how to activate it. Request a Google Beacon if you haven't received one. 
A package from google is sitting on a wooden table
Google's Beacon Box
A Google Beacon (white tube) is sitting on a piece of foam
The Beacon
Three brochures are sitting on a wooden table.
Google's Project Beacon Docs
How do you install the beacon?
The beacon is meant to be used in a public location (e.g. stores, restaurants, etc.). Installation is simple. Just peel off the back strip and stick it on a wall, under a counter, on a pillar or shelf. To activate the beacon, visit goo.gl/beaconsetup to complete the steps to activate. You can find the activation code on the front of the box you received.  

What are its benefits?
Beacons help mobile devices more accurately determine a user’s location. When the user’s smartphone has a better understanding of its location, you can unlock a wide range of new features and set up your business to use location-related features across Google. Examples include:

Get More Reviews
Help new customers discover your business by gathering reviews from Google’s community of Local Guides. (g.co/localguides)

Help Your Customers Plan
Show more accurate popular times, wait times and visit durations in Google Maps and Google Search to help customers decide when to visit. Great for restaurants.

Connect with Customers
Gather check-ins and show up on a customers’ personal Google Maps with a pin that marks your business as one they have visited before. Want to create your personal map. Visit Google to get started.

Get More Photos
Stand out on Google with photos of your products and location from customers who have visited. 

As this technology matures, applications could be developed that give local businesses access to the same technology that Apple’s iBeacon offers, but available to customers with smartphones, tablets or smartwatches.

For example, you’re probably familiar with “near me” searches, where you conduct a search such as “restaurants near me.”
And, 
If you are a restaurant owner, here’s what you might be able to do using a beacon:
  • Broadcast specials to all receptive smart devices in the area.
  • Share happy hour specials.
  • Offer turn-by-turn directions to people in your area.
  • Let your customer pay without using their wallet or cell phone.
  • Send updates about upcoming events.
Currently, the Google Beacon is in a Beta stage so the cost of the beacon and installation are covered by Google. During this beta period, we have not had a chance to see exactly how the Google beacon works. We know for what it has been designed to do and the function's purpose.

Getting found in Local Search requires website local search optimization, managed citations, accurate and complete Google My Business information with accurate location data and positive customer reviews. Having all of this in place can result in good local ranking. But you should also consider adding the Google Beacon to the mix. 



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