What Every Small Business Owner Should Know 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.

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.

(continue reading article on Kutenda.com)