Getting your Business Listed for Local Search is Just the First Step

Getting your Business Listed for Local Search is Just the First Step
Copyright 2005 Off the Page



The Public has Embraced Local Search and Want to do More



Although Local Search only caught on in the last year, such
queries already account for over 36% of all search engine
queries. When a person adds a geographic term (like city,
town, or zip code) to their search query, the results only
show them the small pool of businesses located within that
area - and not necessarily all of them.



Entering the search terms: "garden supply" + Denver only
returns gardening stores in Denver - rather than the many
thousands listed in the Google database. They're even shown
clustered on a map, to help the searcher easily spot the
closest ones.



That's significant since people prefer to shop on the basis
of convenience. Research shows that over 50% of Yellow Page
directory users scan for location first, before deciding
which ads to read or consider. Local Search simplifies that
preference further.



Too Many Small and Mid-sized Businesses are Missing the Boat



Their widespread mistake comes from assuming that the
Internet is not crucial for their brick and mortar
operations. The main reason for people going online is not
to buy online. They find it more convenient (that word
again) and faster than the traditional methods like Yellow
Pages or newspaper ads.



A study by ComScore Networks in December, 2004 showed that
most people who research products online purchase them from
stores in their own community. That study found that 25% of
those searching for electronics or computers made
purchases. But 92% of those purchases occurred offline.
Nearly 40% of searches resulted in sales as much as five to
12 weeks after the initial search.



Getting Listed in Key Data Bases Give You a Shot at Being
Found



You need to make it easy for buyers to find you and choose
you when they search online. There's not a single place to
"sign up" because there are numerous search engines,
Internet Yellow Pages (IYP), and industry-related data
bases. Check our whether your business appears on various
prominent sites,
http://www.localsearchresources.com/listed.html. You do not
need to be a techie or have a website to show up in Local
Search results.



But you have to get into the game. Many small businesses
don't show up most places. And that's frustrating for
searchers and unwise for them.



Provide Precisely the Information that People are Looking
for



What do people who buy what you provide look for? It's up
to you to supply the information they want - hours of
operation, payment options, specialized services or
credentials, brands carried, etc. What they need to know
varies depending on your type of operation. Also, it
doesn't hurt to provide helpful buying tips and
specifications, too.



Here's how online searches are miles ahead of the Yellow
Page directory. That's printed just once a year and is out
of date by the time it reaches the public. But the ad is
small (even if it's a large display ad) compared to what
can be spelled out on a website.



So once you know your business is showing up in the
searches, it's time to beef up your website (or web
presence on a portal) so that you stand out in the
searches. Then you should start modifying your company
policies and practices to make them mesh with your online
activities.



You'll Reach the Customers you Want the Most



Just to provide an additional incentive for you to wade
into having an online presence, those who rely heavily on
Internet searches are better educated, earn more, and make
larger average purchases than those who rely on the Yellow
Page directory. With a Yellow Page ad plus an online
presence, you'll be findable by most of the people who are
at the point of making a purchase.



My future articles will show how to develop a
Local-Search-friendly website or business policies. You'll
redefine how you provide customer service. Going to the
trouble to better serve your Internet-savvy customers will
give you an edge compared to your competition.



Your Need to Act is Urgent - Treat this as Front Burner



People prefer to spend their money close to home. But they
won't spend it with you if you don't show up in the places
where they're looking. This trend is customer-driven. They
like using Local Search, and just wish the information
could be more complete. Even the search engines are
scrambling to get ahead of this parade. And you need to do
so as well.--Dr. Lynella Grant An expert in Yellow Page ads and Local
Search. Learn to stand out online and offline, so you
capture more Internet-savvy buyers for your brick and
mortar business. Free resources
http://www.localsearchresources.com 719-395-9450


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