Local Search Engine Marketing

Minneapolis project management consulting

Local Search Engine Marketing

Businesses use local search marketing tactics to make themselves more visible on the web - specifically on major search engines such as Google, Yahoo and Bing. Owners have moved on from the Yellow Pages to a digital format, where they will be able to connect with a broader audience.

In the U.S. alone, approximately 16 billion search queries a month are conducted on the internet, according to Search Engine Watch. One out of five of those searches is local in nature. Typically, consumers who conduct geo-specific searches for an item or location are ready to purchase a product or service, so it is important to be prominently displayed on local search results to increase revenue.

The facts;

90% of Internet users search online for nearby businesses
92% of all Internet users never go past the first page
Organic listings are clicked on 80% more than paid listings

Companies that want to successfully market their products or services locally must claim their local listings through the business centers of search engines.

For example, the Google Places platform allows business owners to register their companies on the site. Once contact information is filled out, photos and videos of the locations can be added, which Google rewards with more prominent placement on its search results. Descriptions of services offered should be keyword rich, with maps and details of the physical location included.

Marketing can also extend beyond the three major search engines to smaller, second-and third-tier options and online directories.

In addition, search engines value consumer reviews, and a reported 70 percent of people trust online consumer opinions, according to a July 2009 Nielson study. Positive reviews validate a business to search engines like Google, Yahoo and Bing, and portray that the company is actively serving its clients.

Businesses that don't take advantage of social media platforms such as Facebook, Twitter, YouTube, Groupon, Flickr or Foursquare are missing out on opportunities to market to a melting pot of potential customers. An active social media program will make a company's location more prominent across the web, which can benefit its local search ranking.

Approximately 40 percent of Facebook users and 1 out of every 4 Twitter users also follow a brand. Campaigning for Facebook 'likes' constitutes a speed-marketing strategy that can virally spread brand awareness, since company information can be delivered to the news feeds of everyone who has befriended the user who liked the product or service. In addition, engaging tweets that provide related links, helpful business information or special offers can also be integral to marketing a brand.