The Question
Depending on your resources, market, and goals, there are countless internet marketing tools and strategies available to you and your small business. However, if you are still on the sidelines, have just started marketing online, or are limited by budget, time, or experience, you may still be trying to decide on the most efficient marketing strategy.
The Answer
If your small business relies even partially on local internet or foot traffic for clientele, your first priority has to be “Local” SEO.
What is “Local” SEO
No, I’m not suggesting you hire the self proclaimed SEO Guru that lives down the street from you, in this context “Local” SEO is a strategy to optimize your web presence for locally based search queries, otherwise known as “local search”.
A 2011 survey from Harris Interactive (sponsored by CityGrid Media) revealed that 59% of those surveyed (83% of those under the age of 35) indicated that the search engines are the first place that they go when searching for local businesses. Slightly fewer than 10% actually visit the merchant’s site directly.
The major search engines, recognizing that search is the predominant way that people look for information about local businesses online, have developed a mechanism to ensure that “local” businesses appear on the Search Engine Results Pages for highly competitive, high volume search terms.
A portion of the Search Engine Results Page for those terms is reserved for local businesses that have registered with the search engines, and have been verified as having an address in that geographic region.
Identifying the “Local” Search Results
A typical Search Engine Results page will have up to 3 paid ads at the top of the page. These ads are the results of a Pay Per Click campaign by those companies, in which they bid for position on the search engine results pages . The PPC ads can be identified by their position at the top of the page, and the pink box that highlights them.
The PPC ads are usually followed by 0-3 organic listings. The organic, or natural listings are free, and represent companies that have web pages that are well optimized for that keyword or phrase.
The “local” ads appear after the 0-3 organic ads. The ads themselves are narrower than the organic listings and consist of the business name but lack the description that follows the organic listing. You will also see an image of the Google “Pin”, and an address and phone number to the right of the ad.
Generally, seven local ads will be displayed with a link to “see more” at the bottom of the list.
Setting Up for “Local” SEO
Registering with the search engines as a “local” business is free and relatively painless. Simply go to the registration site for Google, Bing, and Yahoo, fill out the information, follow the verification directions and you’re business could appear in the “local” search results!
Local Search Optimization
Registering for local search qualifies your website to appear in the “local” listings. However, with only 7 spots available, not all businesses that register can appear on the first page. Where your business appears in the “local” listings display depends on 3 factors:
- On-Page Optimization
- Citations and Links
- Reviews and Recommendations
I will be covering these factors, plus “local” registration in future articles. Check back again tomorrow, or simply subscribe to have them delivered to your Reader.
Thanks for reading. As always comments and questions are welcomed and appreciated!
Have you registered your business for local search yet?
Local SEO is one of the most important things if not the most important marketing tool for SMBs right now. Local search is being used as the new Yellow Pages, as the old yellow pages are shrinking dramatically. If there was ever a time for local businesses to get with technology, it’s now. It can come with a HUGE payoff.
Totally agree Chris – too many small businesses are still missing out on a fairly simple yet very productive marketing tool!
Likewise, I agree. I made a similar comment about yellow pages in a post today and someone thought otherwise. What do you think of his comment?
http://www.business2community.com/content-marketing/6-content-marketing-strategies-for-landscaping-business-0296459
Hey Jason,
Thanks for reading. I left a comment on your blog – good article btw. I agree with you, Yellow pages, especially print – is dying if not dead. They are trying to transform themselves into an online player – and may yet do it, but not yet.
Thanks for posting this Brent. For many small businesses, just the very basics are often good enough to creating a good local presence, and often many of us don’t post enough about these basics. I look forward to seeing your future posts on local search!
Hi Duane,
For many industries, especially in smaller cities, a little optimization goes a long way. Thanks for taking the time to read and leave a comment!
Well written.Thanks for posting this wonderful post.
Thanks you! :-)
Hi Brent, this is a good article on explaining the basics of local SEO but there are many other ways to get on Google besides using adwords and website seo. I am sure you will probably discuss them in your future articles.
Yes, I agree a little SEO goes a long ways in small local cities, but I disagree with your comment that Yellowpages has not yet made themselves a player. When I do searches online for local companies a lot of yellowpage listings, among other directories come up, I think small businesses need to take advantage of that and incorporate it along with basic seo. Things like video seo or create profiles on free directories really helps out. (I may be getting ahead of myself). I actually have some good ideas I would love to share, if you want to email me. I look forward to read your future articles.
Hi Brandon,
Thanks for the comments. I should clarify, I would never suggest ignoring yellow pages and other citation sites, but I still consider them a citation (one amoung many others) rather than a primary registration site like Yahoo, Bing, Google, and Yelp. I will be addressing yellow pages and other sites like it in a future article – I guess I should say that I do not consider them a “major” player yet? And I agree, video can be very powerful. Would love to talk, I’ll be in touch.
Thanks for clarifying Brent. I was probably getting ahead of myself. I am looking forward to your future articles, again great article!