Last year, over 80% of us used local search to find local businesses – over 1 trillion local searches on Google alone! Now, it seems that Google, Yahoo!, MSN – the major search engines – are the yellow pages of the 21st century.
For small business marketing, it’s all about change – but you need not worry about being left behind. Some of the simplest of today’s local search options are also among the most effective. And, it’s not all about paid ads and search engine optimization, either.
Not that paid ads & SEO are necessarily bad.
If paying for ads is the only way that you can get your business on page1 of relevant search engine results, then paying for optimized keyword ads, like Google Ad-words, may be a great idea. You’ll deal with the frustration of shifting costs and tactics – and that is no small thing – but you can always pay someone else to manage these ads for you. But is paid advertising really the only way? Would you consider solutions that are potentially more efficient and as effective – even if they seem almost too simple?
Search Engine Optimization has it all over Ad Words and other paid ad plans, when it comes to complexity. SEO is really never finished, because the rules are always changing. Still, if your business is virtually invisible on the search engines, then you need some sort of SEO help to run a successful small business. But is traditional SEO the only way to get found on page 1? Is it the best, most efficient way? What about a solution with more lasting impact?
Paid ads and traditional SEO may have a place in your ad plan. But, depending on competitiveness in your category, doing a good job with your search engine listings may be all your business needs to perform well on local search results for your target keywords.
Take these 3 basic steps, first:
1. Get your local business information (address, hours, etc.) onto google.com, yahoo.com and bing.com business listings. (This is NOT the same as submitting your website to the search engines.)
2. Make sure listing information is accurate and enhanced with features like video and coupons to engage your customers and potential customers.
3. Manage your information so that it is consistent across all major search engines and directories.
Very few local businesses have taken these first steps, and many are paying the price by failing to appear in the local map results area of local searches. Be the exception in your category. As a result of adding these listings, you’ll activate real advantages for your business over local competitors who don’t have a clue. The number one advantage is that you avoid sending potential customers to your competitors who managed the listings to get more new business and more money.
There is a right way and a wrong way to do it, so study up to do it right. Otherwise, you may miss out on the surest ways to be found on local search and local map results. And, as well-intended as you are, you might inadvertently do a few things to damage your results.
(And undoing the damage can be a nightmare!)
To avoid that kind of trouble, ask for help from search engine help desks. It’s absolutely free, except for your time and brain drain.
You can also hire a local marketing firm to set up your listings – someone who earns a fee by knowing how to do it right the first time. You will pay a little for a good set-up, but you will also avoid the drain on your own time and focus.
Ignoring this post could cost you lots of money. Do first things first so that your business has the best chance of hitting and staying in the top local search results. Listing your business info with the top search engines means more visibility and clicks – more calls and new customers – and more money!
