Part 1: Deconstructing Local Search

By now, you’ve heard many opinions on and ideas pertaining to local search and search engine optimization. In this post, our goal is to walk you through the basics of how to utilize these tools to bring in new customers for your business. We’ll map out the first two steps in jump-starting your marketing plan, beginning with creating accurate local business profiles and optimizing your website. Once you’ve created a website and local business profiles on the major search engines, you’re ready to drive local searchers to your site. If you want to grow your business you need new customers in your local area to discover you. Local search exists so that consumers have a fast, convenient way to contact you -- whether it’s by phone, email or visiting your business -- they can make a purchase! Local search marketing is an affordable solution that business owners use to generate a healthy return on their investment.

The internet has vastly changed how people look for businesses in their local area. It has revolutionized how we learn and how we shop. Online browsing has certainly increased among consumers and the internet will continue to be the place people go to find products and services.

Some statistics that shed light on the important role local search plays in marketing:

• Close to 2 billion online searches are made by consumers looking for local businesses each month.

• 91% of consumers use the internet to search for products and services before making a purchase (BIGResearch).

Local search marketing makes it possible for consumers to find your business at the very moment they are most likely to make a purchase. You are always at the right place at the right time. How does local search marketing put you in the right place at the right time? When someone looks for a service online, that means they are relying on local search to offer a convenient solution close to home.

Local search enables potential customers to find you when they are looking online for a specific service like a contractor, painter or plumber. Local search works when search engines like Google, Yahoo or Bing can find your website and share the most relevant information with consumers.

First Step: Consistent Online Marketing

You want to make sure any profiles (i.e. Google Places, Yahoo Local Listings, Bing Local Listings) you have created for your business are accurate. Once you do this, the search engines can find you and present the most accurate results when someone is doing a search for, say, an “Austin plumber”. You want consistent information wherever you have a presence so that there is no confusion and things like your phone number, address, operating hours and services offered are clear to potential customers.

Second Step: Effective SEO

In our next post, we’ll walk you through the basic steps of employing SEO on your website.