Local Search Advertising is an incredibly effective way to promote your business for free (for the most part). You don’t need a web site and can easily beat your competition for top ranking on Google Local with minimal effort.
3. Local Search Advertising
• Internet search basics
• Local search is important
• Who should use local search advertising
• Key points for local search advertising
• Develop your keywords
• Create your listing
• Optimization
• Local search options
4. Internet Search Basics
• The Internet revolves around search
• Four types of searches
• General: one word, high level (cameras)
• Looking around: more specific, two words (digital cameras)
• Buying or research mode: phrases and specific items
(Canon A570 digital camera)
• Local: Seattle camera store
• 62% of Internet users do local searches
• About half use a location modifier
• Frequently ready to buy
5. Internet Search Basics
• Google is the search engine of choice for nearly
70% of Internet searches
• Internet search is replacing most traditional ways of
finding a business or service
• While online purchases continue to grow most
people still prefer to spend their money locally
• Nearly 85% of purchases are local
• Services, dining and entertainment are typically
local activities
6. Local Search Advertising is Important
• Customers are looking for you and your service or
product
• Local search advertising is just beginning to grow
• The little guy can compete and win
7. Who Can Use Local Search Advertising
• Brick and mortar establishments
• Services
• Professionals
• Web based
8. Key Points for Local Search Advertising
• Free (one exception for Yahoo)
• Website not required
• You may show up on map and organic search
pages
• Opportunity to optimize your listings
9. Develop Your Keywords
• Keywords are what makes the Internet go around
• What are the keywords your customers use to find
you
• Don’t waste words on non-search terms
• Quality, best, robust, excellent, the
• Consider different spellings and other grammatical
issues
• Community names
• Seattle (Wallingford)
12. Create Your Listing
• Create an account on your selected service
(Google, MSN Live, and Yahoo)
• Open your Local Business Account
• Enter basic company information
• Company name entry is critical
• Use keywords based on your research
• Remember Papa Murphy
13. Optimization
• Beat even the biggest competitor
• Complete all fields
• Use as many photos and videos as you can
• Reviews
• Coupons
15. Sneaky Tricks
• Your unpaid listings may be displayed before
organic and paid search listings
• Create leads for yourself in a large corporation
• Conduct market research
• Develop a mailing list
17. Mobile Search
• Handsets are becoming more powerful every day
• iPhone
• G1
• Smartphones
• Blackberry
• Nearly a replacement for a laptop for casual use
• Google search is on your phone
• Voice search
• Directions and GPS directly to your destination
• Nearly enough of a reason by itself to do local search
19. Destination Based Local Search
• Strategy ideal for tourist related activates
• Search initiated for a location you are going too
• Vacation or business travel
• Focus on out of town customers, not local
• Put yourself in your visitor’s shoes
20. Local Search with Twitter
• Claim Twitter listing for your business
• @bellevuedentist
• @seattlechiropractor
• @olympiabakery
• Requires a bit of regular posting to a Twitter
account
• As your activity grows a new listing may appear in
Google natural search
21. Local Search Options
• Search Engines
• Google
• This is by far the best, do this first
• Microsoft Live Maps
• Yahoo
• Search Directories
• CitySearch
• Yelp
• Yellow Book
• Dex
• Local
26. Cautionary Message
• There may already be information on Google or
other local search platforms about your business
• Ensure it is correct
• Claim it as your own
• No hijacking
27. Disclaimers
• Doing all this work does not guarantee anything
• To get on the search (not maps) results page there
needs to be adequate searching on your keyword
phrase
• Rules can change and might impact your listing
28. Summary
• Local Search Advertising is an incredibly effective
way to promote your business
• It is free (for the most part)
• You don’t need a web site
• You can easily beat your competition for top
ranking with fairly minimal work
• It works
• Go home and claim your listing tonight!