Local searchers = ready to buy

Jim Gras

Your Local Search

Local Searchers = READY to BUY

Wouldn’t it be great if everyone who came in your store was ready to buy, and not just there to browse or kill time?

One reason the yellow pages has such a strong hold over small businesses is that when Joe Consumer opens the yellow pages, he’s almost always ready to buy. (Have you ever known anyone to read the yellow pages casually?)

A person looking for a local retailer, entertainment outlet, or service business is often much closer in time to a buying decision, and their level of interest is greater. “Local clicks” very often represent better leads and convert better than general clicks.”

Think Local

Listen up, little guys. Google and the rest of the search giants are giving you a shot at a potentially huge business–for now.

The market for local searches on the Internet–searches that include geographic information like a state, city or ZIP code–should be booming. Research shop the Kelsey Group estimates the sector generated $3.4 billion last year, but it could grow to $13 billion by 2010. Meanwhile, traditional local advertising–from newspapers, local commercials, yellow pages ads and the like–generates an estimated $100 billion per year.

But while Google and Yahoo! dominate nearly every other part of the Web, they have yet to fill up on local-search traffic. The top five local search sites are only reaching about 55% of the general Internet audience.

Google itself isn’t even making the most of the local-search market share it has. About 25% of all Google searches are local, but only about 10% of Google’s ad revenue–about $220 million in its last quarter–comes from ads generated through local searches, says Piper Jaffray analyst Safa Rashtchy.

What gives? “Everyone is tantalized by the sheer volume and wants to tap into these billions upon billions,” says Greg Sterling, principal analyst at Sterling Market Intelligence, “but it’s very difficult to capture those dollars–it’s a complex, fragmented and inefficient market.”

The biggest problem is getting small mom-and-pop business owners–some 23 million of them–to sign up and pay for online ads. The auctioned-off, pay-per-click pricing for ads at search engines like Google and Yahoo! are far too complicated for small retail and service businesses, says Assaf Ran, chief executive of DAG Media, a niche online directory company.

Whether or not you have a brick and mortar store, it is vital to ensure your web site is ranked well in searches for your local area. What does this mean?

People aren’t just searching for ’widgets’ anymore they are searching for “widgets AND my town” more and more trying to narrow their searches to their own neighborhood. Why is this?

People want to know whom they are dealing with online. They want to be able to visit your business location for your offerings, or at least have the peace of mind that they could if they wanted to.

We love helping local businesses succeed in the ever evolving online world. In fact, we spotted the opportunity of “local search” well before Google began showing map results for local businesses inside it’s main search results.

The trend towards local search is growing every day and our clients have been seeing huge, and growing, rewards from their internet exposure with the help of our local SEO services.

Local SEO for Organic Search Rankings

Organic search results are the usual listings you see when you do a search in Google, Yahoo or MSN. Good rankings in organic search will drive the bulk of the traffic to your website. It is here where we can also target a wider range of keywords to maximize the local traffic your website receives.

We’ve been practicing organic SEO since before Google Maps and Yahoo Local even existed. We have a deep understanding of how the search engines operate and have stayed ahead of the curve when the engines make changes to their ranking algorithm. You’ll see long term benefits from our experience in developing local seo strategies.

Optimized Placement in Local Search Engines

Within the last couple of years the search engines have been providing improved “local search” features. Google in particular has been embedding these “Maps” inside their search pages as part of their Universal Search results. This has opened new opportunities for local businesses and requires different techniques, from organic SEO, to get exposure there.

We can help your business get more exposure with Local Maps SEO. As Maps usage grows it is becoming more important to be seen here as well as in organic search.

For More Information Contact SEO-Specialist-Online.com or call 800-897-6458

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One Response to "Local searchers = ready to buy"

  1. Rome Saranto says:

    Hey Jim,

    Great post, thanks for the statistics on the local search numbers. This is a real good way for marketers to help their local community by helping local business’s increase their web presence. It is also a real great opportunity to create a great income, very exciting.

    Thanks again.


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