Local Search Marketing

What should a local business who has a retail location or services a geographic area do about Local Search Marketing?  How do they capture local consumers looking for local products?

82% of consumers will use search engines first when local for local products and services.  That would be a good place to start.  Google search page is divided up into 3 sections. 

1. The top and right side are paid ads.  This is also called PPC.(pay per click).  Every time a consumer clicks on an ad, the advertiser is charged a fee.  This fee can range from 50 cents to $20 depending on the competition.  If you need immediate business, you should do this as long as your business can support the costs.

2. If the consumer's search includes a geographical location, chances are you will see a map with up to 7 listings displayed.  You need to be listed here on the first page.  Boostability provides a service called Local Map Optimization.  They know the right tasks needed to get ranked to the top.  The cost is less than a yellow page ad.

3. Below the maps is the organic section.  These are website Google determines are most relevant for you search.  Boostability can also help you get ranked to the top for a reasonable cost.  You don't have to pay thousands of dollars anymore to play in this space.

There is of coarse social media.  You should engage with your current customers offering them special offers.  My focus for this article is Local Search Optimization.

The first thing a local business should do before deciding on a plan of attack is to talk to a consultant.  Call a couple companies and find out what they will do for you and what the cost will be.  Do they provide visibility into what they are doing for you.  Don't fall for consultants who don't show you what they are doing.

Boostability is one company that provides visibility into everything they are doing for you.  Including robust reporting so you can see how they are affecting your search results.