What Every Business Should Know about Local Search

Here’s why small businesses care about local search:

Because it’s is a way for them to cheaply connect with the best kind of prospects: the kind already looking for their products or services.

These prospects aren’t passive tire-kickers. According to a 2008 study by comScore, 82 percent of local internet searches result in some kind of action—whether it’s a click, call, in-store visit or actual purchase.

What’s defines a ‘local search’?
Scenario one: A consumer adds a geographic modifier to their search engine query (e.g., Denver pet stores). Local pet stores are displayed prominently.

Scenario two: The search engine notices the consumer’s IP address and displays local results, geographic modifier or not. For example, when I Google ‘pet stores’ or ‘Denver pet stores,’ I get similar results.

Google killed the phonebook star
Google, Yahoo, MSN (now Bing) and a handful of smaller search engines have gradually turned the phone book, once a valuable place to find information, into a glorified door jam.

The phone book isn’t dead yet. But web-enabled smart phones will probably steal the last bit of oxygen available.

Consumers now turn to search engines to find information about local businesses—their products and services, contact information, store hours, location, driving directions, deals, and price listings. [Here’s a detailed breakdown from comScore.]

What local search means for SMBs
As search engines have improved at determining the physical location of their users, the little guy now has a chance to:

• Do an end-run around the Yellow Pages
• Compete with larger companies
• Generate leads cheaply

Note: This doesn’t happen automatically. Depending on the particular industry, small businesses may find it difficult to break into the top of the search listings. That said, it’s entirely worth the effort. (If it’s a smart effort.)

There are three ways to get your business into the local search listings, moving from easy to difficult:

• submit to local business directories (Google Maps, Yahoo Local, etc.)
• pay for placement (commonly known as pay-per-click advertising)
• build a site that people and search engines will love

The best approach? Use all three methods.

This month we’ll be exploring local search in greater detail, so be sure to stop by each Tuesday for the latest installment.

In the meantime, check out the archives for more information on how local search can help small businesses connect with active prospects.