The MarCom Strategist: A Free B2B Marketing E-Newsletter
September, 2009Published by Dianna Huff
Volume 10, Number 09
Welcome!
Did you know that some experts estimate that Google gets close to 500 million local search results each month? That’s the stat I heard while attending Search Engine Strategies in San Jose last month – and it’s one that made me take note.
Now that Google is serving up search results based on the searcher’s IP address, it pays to understand how local search works – which is what I cover in this month’s issue.
Regards,
Dianna Huff
Increase Business with Local Search
By Dianna Huff
Local search is the term used to denote those searches that include a geographic region – i.e. “Boston freelance marketers” or “Cambridge Chinese restaurants.”
Google also counts “generic” searches, such as “pizza restaurants,” as local searches because it returns search results for these terms based on one’s IP address. (This is why, if you’re on the phone with a colleague discussing Google search results, each of you may see different results for the same search term.)
If you perform enough Google searches, you’ve probably noticed that Google includes a map and a listing of 10 websites – called the Google 10-pack – and usually presents this as the #1 local search result (sometimes it appears lower).
I used to think that businesses who work with companies across the US (versus a business such as a dentist who wants to target consumers in a specific city/region) didn’t need to bother with local search.
However, once I heard that Google sees over 500 million local searches a month, I quickly changed my tune and am now recommending all companies -- especially small and mid-sized businesses -- optimize for local search.
For small and mid-sized businesses, getting into the Google 10-pack moves your site from being buried on page two of the search results to the top of page one -- in effect, you go past “Go” and you get $200!
Compared to “regular” SEO, optimizing for local search -- and the Google 10-pack -- is relatively easy, and it’s something you can do yourself, too.
1. Get listed in Google’s Business Center
If you don’t have a Google account, you’ll need to create one. If you have an account, login to Google’s Business Center.
Once you’re in, complete the form for your business. Be sure to include all information, including whether you accept credit cards, if you have free parking, your business hours, etc.
Hint: If you’re a service professional, such as an accountant or lawyer, list the types of services you offer in the “Additional Details” section.
Once you’ve completed the form, Google will ask you how you would like to verify your business listing. You can opt for a phone call (recommended), where you’ll receive your PIN immediately, or a postcard which is mailed to you. Once you have your PIN, you then verify your listing and you’re all set.
Once you’re done with Google, be sure to register for Yahoo’s and Bing's local business centers, too.
2. Get listed in third-party directories.
According to David Mihm, Director and COO of GetListed.org, Google uses information from 3rd-party data providers for its local search algorithm, so you’ll want to ensure your company is listed with the following:
InfoUSA – To get listed in this important database, submit your business listing to Universal Business Listing. (Cost is a nominal $30 per year.)
Localeze – You do not have to pay to submit your listing to this database.
Best of the Web – Cost for submission is $99.95 a year or $299.95 for a one-time charge.
Yahoo Directory – Google considers the Yahoo Directory a trusted resource since a “real” person reviews each listing. Cost is $299 per year.
DMOZ – Although submission is free, it can take months for your submission to appear since the site is managed by volunteers.
3. Become involved locally.
According to Mihm, mentions of your business in the local media play a large role in helping your site appear in the Google 10-pack for local searches.
If your company belongs to the local chamber of commerce, become involved in events that get media play (i.e. business expos, fundraisers, etc.). Also be sure to send business updates to the local newspaper. My newspaper, for example, has a “Business Briefs” section that lists notices from businesses.
If you’re a service professional, offer free workshops or brown bag lunches and then post the notice with your local newspaper as well as sending out a press release.
In other words, show that you’re part of the local community by becoming involved in it.
In addition, ask your customers to post reviews on Google, Yelp, and other review sites as these are now part of Google’s search algorithm.
Whether you do business in one small area or across the US, local search is not something you should ignore. To learn more – and to see if your site is optimized for local search, please give me a call at 603-382-8093 or send an email to info@dhcommunications.com.
Hire Dianna Huff to Speak at Your Company
Would you like your corporate marcom team to learn more about social media, search engine optimization (SEO), or results-based B2B marketing writing?
Hire Dianna to give a half-day workshop. I’ll develop a customized and interactive presentation geared toward your company and industry that will help your team learn how to implement practical strategies quickly and easily.
I love what I do and really get into my topic -- which means your team gets an enthusiastic presenter who really knows her stuff! (See my testimonials for proof.)
To learn more, visit my Speaking page. If you like what you see, give me a call at 603-382-8093 or send email to: info@dhcommunications.com
"Dianna presented a fast-moving, entertaining session to the VT-NH DMG that brought attendees actionable suggestions they could put to work upon returning to their offices. At a time when so many conferences and workshops about Social Media are from the 10,000 foot perspective, attendees appreciated learning more about the nuts and bolts that they could put to work for their businesses right away.”
-- Susan O’Neil
President, @Website Publicity
VP, VT-NH DMG
