Local Search Marketing – Are you being found?
Advertising isn't working the way it used to. Customers are more in control of what messages they receive. Commercials are skipped with TiVo or DVR, or the channel gets flipped. Newspaper ads are ignored. Pop up windows are blocked online. Customers have turned off advertising. Instead they are the ones who actively search for the products and services they desire, blocking out traditional forms of advertising.
The Internet has revolutionized how people make purchases. This is especially true for businesses that cater to local markets. People are using the internet to find the services and products they need, near and far. From online telephone directories, to map services, and local search, consumers can find everything they need online. When they are searching for local vendors, are they finding you?
Local Search Marketing embraces a number of services and techniques, some much more important than others. As with most Search Engine Marketing, it is important to do research and commit to a comprehensive Local Search Marketing campaign.
Important steps to gaining a strong Local Search presence:
- Search Engines
- Review Web sites
- Directories
- Search optimized Landing Pages
- Assure proper listings on local directories
- Geo-targeting on Pay Per Click programs
The top three search engines - Google, Bing, and Yahoo - offer Local Search Marketing services to help both businesses and Internet users. Professionals can utilize free listings, claim and update their information, so that searchers using the service can easily find their local businesses. Have you checked your listings on search engines lately?
Review Web sites, such as Yelp and JudysBook are great resources for the public. Users can go online and read reviews on businesses in their area. From restaurants to plumbers, chimney sweeps to day cares, the reviews are seemingly endless. While it's unethical to create reviews for your own business, knowing what is being said about your business online is a good idea. While positive reviews are ideal, having any reviews, whether they are positive or negative will help your listing stand out. Having a steady stream of reviews is an important piece of the puzzle. Why not make a point to ask customers to go online and review your business?
Directories are slowly but surely taking the place of telephone books. When users need to look up a local service, they are searching for that information online. Services such as YellowPages and SuperPages have been created to respond to this demand. These directories allow businesses to control their online directory listings. Keeping up to date information available on these Web sites is important for your Local Search standings. Have you made the switch from traditional phone books to online directories?
Search Optimized Landing pages play an integral part in Search Engine Marketing, this hold true for Local Marketing as well. By creating Landing Pages that are optimized for local keywords, you will be catering to this important market. You can't ignore your neighbors. Does your Web site answer the local market's questions?
Local Search Marketing has become more important than ever due in part to the rise in popularity of the Mobile Web. While Local Search Marketing and Mobile Marketing are different techniques, they are related. The rise in popularity of the Mobile Web has influenced Local Search Marketing immensely. According to comScore, Inc. the number of people who searched for local information from a SmartPhone, or other mobile device grew 51% from March 2008 to March 2009.
As mobile browsers' popularity rises, so too does the popularity of Local Search. As people are out and about, accessing the Internet from their mobile phones, they are looking for restaurants in their neighborhood, events in town, and phone numbers of area hotels. In accordance with comScore's previously mentioned data, they also state that the mobile browser is the principal way people are searching for local information, with 20.7 million users in March 2009, up 34 percent versus year ago.
With so many people taking to the Internet to research and purchase what they need, a strong online presence is important for success. If you cater to a local market, you need to have strong search engine visibility for searches involving your area. General Internet Marketing is great, but you can't ignore your local audience. Targeting your community is an important piece of the marketing puzzle. E-Power Marketing understands the importance of Local Search Marketing, and works with our clients to establish a strong Local Search Marketing presence. Are you utilizing the most current and effective local search marketing practices? If you're not, do you know how much business you're missing out on?
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