subject: The Importance Of Local Search [print this page] A great deal of conversions for B2B marketing agencies happen at the local level. While some of these local conversions are made on the phone or person-to-person, increasing amounts take place online. Many agencies have responded to technological changes in the marketing landscape by developing B2B internet advertising campaigns equipped with a diverse set of tools that include pay-per-click (PPC), social media pages and high quality website content.
All of these Search Marketing tools are important to the B2B marketing goal of attracting potential quality conversions. However, it is essential for B2B businesses to remember the importance of focusing on the home market. Recent formatting changes to Google search listing suggest higher emphasis is now being placed on local results meeting the keyword inquiry.
Here are some tips on enhancing your B2B SEO toolbox to attract local prospects:
Try Localizing Your PPC:
It is estimated up to 40 percent of searches are local; meaning users include a specific regional location in their keyword search. With the PPC competition fierce for general terms such as "advertising agencies," try localizing your campaign with phrases such as "advertising agencies in Ohio" instead. Localizing your targeted keywords is a great way to improve on the number of visits to your website. Also consider placing ads on local mapping and search sites.
Business Profiles
Creating and maintaining a business profile on sites such as Google Maps, Bing Local and Yahoo! Local is a good way of promoting your company to potential customers. Business listings on these search engine applications are free and will provide searchers with your company's contact information and a local map listing. These services also provide an opportunity to network and learn more about other companies in your field.
Local business directories
Directories such as the Internet Yellow Pages, MechantCircle, Localeze and Citysearch are among some of the more popular sites that Internet users traffic for local business information. Most of these sites offer some level of free listing service. To maximize the benefit of using these services, be sure to include contact information, local images and photos as well as any keywords you are targeting if possible.
Link Building
Link building is a process of earning links to your business from other websites. Some websites will provide a link to your site free of favor. Others will ask for a reciprocal link. Getting links from national directories is okay, but try going local. Begin by earning links from organizational memberships like the local business chamber group or a strategic partner. Linkbuilding can be a very time consuming task. But the benefits your search rankings will reap make link building a worthwhile process.
Following these tips is sure to help improve your company's conversion rate opportunities in your local area.
