Every day, customers turn more and more to the Web for what they need. And in many cases, what they need is available from a local business; maybe YOUR business. When customers search online for a local solution or supplier, will they find you?
The demand for finding local solutions has made "local search" one of the hottest areas of online marketing that includes local search engines, local search features on major engines like Google and Yahoo, online yellow pages, user recommendation sites suchas Angie's List and a growing list of other local search methods.
That has also resulted in a complex web of choices for businesses, including free and paid search and directory listings that can include different levels of information. And even if customers do locate a listing for your business, will it be accurate and up-to-date? For many small businesses, just making sure listings are in place and up to date is becoming a full time job, let along doing anything proactive.
Many local search providers will let you submit profile information to aid local searchers. Sadly, however, most small businesses are still unaware of the many opportunities that exist in placing these free or low cost listings. To gain more local visibility online:
1) Make sure your business has a free profile on local business listing sites, search engines and services, and can be found on mapping services at Google and Yahoo.
2) Place “pay-per-click” ads with search engines that allow small businesses to advertise just for buyers seeking local solutions.
Action Steps
The best contacts and resources to help you get it done
Put yourself in the local limelight
To draw maximum coverage with potential customers you need to list your business on as many local directories and search engines as possible.
I recommend: Line up your free or low cost listings at
DexKnows,
Switchboard,
InsiderPages,
SuperPages and
YellowPages.com. DexKnows helps customers find local businesses in search-engine fashion, with
side-by-side comparisons, maps and more.
Get a complete local online submission solution
Opt for the latest Web-based solution to come along - a service that helps create your profile and submits it to local listing services on your behalf for a flat annual fee. They make the local listing submission process quick and painless for biz owners.
I recommend: Create your local business profile at
RegisterLocal.com and have it submitted Internet-wide for $130 per year. RegisterLocal – from
LocalLaunch -- will also handle pay-per-click ads for your business and has a pay-per-call product that works similar to click-based ads except it drives phone calls to your business rather than clicks to your Web site.
Webvisible is another firm offering a "fully managed" solution to connect your business with new local customers. Their software supports interactive advertising with predictable pricing.
Yodle also provides local internet marketing solutions.
Get it done locally with Google
Yes, the search giant has great ways to localize your pay-per-click listings.
I recommend: Google AdWords lets you set ads to appear only to people in a particular city, state or region. Google has also linked the service to Google Maps, so people searching for your service will see your location and contact information highlighted on a neighborhood map. Click on “For local businesses” under “How it works.” See
how local targeting works.
Ask your customers for help
Positive customers reviews or recommendations online can help your business.
I recommend: Angie's List has become one of the most popular sites on the web for customer reviews and recommendations of local service businesses in 150 cities nationwide. You can't review or even list your own business there, but you can get yourself on their radar, correct inaccuracies and -- above all -- ask customers who belong to Angie's List to recommend your business on the site. Angie's
CompanyConnect section has information for small business owners about how the site works.
Put your local listing to work on Yahoo
Yahoo Local Listings are another great way to promote your business to prospects in your area alone.
I recommend: Yahoo Local Listings are based on a flat fee (or no fee) basis. A basic listing is free; enhanced listing is $9.95 per month and featured listing is $25 per month.
Go to a local search specialist
Local.com is a search engine devoted exclusively to local business listings.
I recommend: The search box at
Local.com lets users search for “What” and “Where” at the same time.
Add or update your own business listing. Basic listing is free; featured listing is $10 per month; and a full-blown “Master Profile” is $40 per month.
Become a search engine marketing (SEM) pro
The Search Engine Marketing Professional Organization (SEMPO) offers free access to information on SEM.
I recommend: A great place to dive into search engine marketing is the SEMPO
Learning Center.
Tips & Tactics
Helpful advice for making the most of this Guide
- Many small companies are hiring outside search marketing firms to create and implement a strategy. Results can be dramatic, though it's not cheap.
- You can also submit your own profiles to a dozen or more sites and open pay-per-click accounts yourself with a little time and effort.
- If your business is missing local online exposure - something that is quickly becoming "must have" for small business -- the competition could quickly pass you by.
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