Advertise Your Business With The Latest Technology

Smart businesses these days are finding that the best use of their advertising dollar

is through maintaining their own website using local business search engine optimization techniques. Both the largest chain stores and the smallest mom and pop operations are benefiting from this new strategy. This is because, regardless of the size of your operation, your sales will always occur at the point of sale. And if that point of sale is located close to the customer, it will have advantage over a competing point of sale, even if the latter has superior products.

This discussion is nothing new to savvy businessmen. Its just the way that this knowledge is put to work that has changed. In decades past, customers were urged to let your fingers do the walking through the yellow pages. This had a distinct advantage by advertising the availability and accessibility of a product, over advertising the virtues of the product itself, as was done by television and radio. For instance, a customer would be convinced from a TV commercial to buy a certain hair care product, but would then want to know where to buy it locally (and easily). They could take the time to start driving to various stores or they could simply use their yellow pages and perhaps make a few phone calls. This was the efficient process for bringing customers into stores at that time.

Today, customers go through a similar process, but they do it online. This is where the need for local business search engine optimization begins. Instead of searching for cosmetic stores through a book, they do it through the internet. The difference between shopping online for a store where they will actually make the purchase online, and finding a physical store to make the purchase is using localization in the search word. With the above example, instead of searching for cosmetic store, a customer would search for cosmetic store in Seattle. Thus, Seattle becomes part of the keyword structure. It alerts the search engine that relevant sites have physical locations in Seattle, and that you are not looking for an online store.

Obviously, this is a subtle but important difference in marketing. With the simple inclusion of a locale, the customer is telling the search engine that he wants a completely different kind of store (physical, not online), and that it should be as close to his home as possible. He may have entered his exact address, in which case the search engine will rank sites according to actual store distance. This and several other factors make local business search engine optimization a tricky endeavor. For this reason, the most motivated businesses leave this work to the experts.

by: Molly larzelere

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