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Local Search and Online Marketing
Search anatomy and the online landscape

We always encourage our clients and customers to do as much of the marketing leg work as possible. And while many are able to devote the needed time, effort and creativity to the endeavor to achieve good results, a growing number of organizations are looking to Readywebgo for assistance - which we are more than prepared to provide. 

Where Does Local Search Fit in the Online Marketing Landscape?
Courtesy of GetListed.org

The Anatomy of a Search Engine Result

Google's search result pages are becoming increasingly complex for the average user to decipher. The typical small business owner, for example, is often not sure which placements are advertisements and which are "organic" or "natural" results.

Additionally, for Local queries, Google tends to return results that include a blend of both website AND Local informationmostly from Google +Local pages. Here's a screenshot of what that looks like. Note that for this query, "car insurance," the searcher does not even need to specify where he's looking for car insurance; Google guesses his location based on a variety of signals.

Anatomy of a Local Search Result

Since the Spring of 2012, Google has returned an increasing percentage of these "Blended" results for Local queriesmeaning it's important to optimize not only your website, but your Google +Local page, and all associated Local and Social Media profiles.

Conceptualizing the Online Landscape
Local at the Intersection of Organic and Social

The graphic at the right is meant to represent the influence of both organic search ranking factors (things related to your website ) and social media factors (such as reviews left for your business at Google Plus, Yelp, Citysearch, and other sites around the web). In order to truly succeed in Local Search, you'll need to do both organic search and social media well. 

But not every business should focus on the same mix of techniques to achieve success.

Where Should You Prioritize Your Resources?

Small Business Digital Marketing Options

If your business sells products or services to customers located in your geographic area, you pretty much can't ignore Local Search. Both Google and Bing have indicated that over 20% of all desktop search queries are Local in nature and somewhere around 50% of queries on mobile phones and tablets are Local, a percentage that is only going to increase.

So for many small businesses, Local Search should be a key part of your overall marketing mix. But it shouldn't necessarily be the first place you start with your online marketing.

Many factors like the age of your website, whether you have someone available in-house to work on your online marketing, and the physical location of your business all influence whether Local Search should be your primary focus, or whether you might be better served taking a look at Organic Search or Social Media first.

To read this article at GetListed.org - click here 

For a PDF version of the Small Business Digital Marketing Options document - click here.



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