subject: Utilising Google In Your Local Search Marketing Strategy [print this page] Many businesses are looking for effective strategies to communicate in their local area that they offer products and/or services that consumers need. With the increasing dominance of local search, the days of flooding the streets with promotional flyers large billboards are gone. Businesses should now use their websites to attract new customers from their local area.
Local search is defined by Wikipedia as ... the use of specialized Internet search engines that allow users to submit geographically constrained searches against a structured database of local business listings. (http://en.wikipedia.org/wiki/Local_search_(Internet)). It has become increasingly important because consumers search habits have become increasingly sophisticated. The internet is now being used to find providers near and far. The development of technologies like Google Maps and the iPhone has also better allowed consumers to more effectively find providers in close proximity to their geographic location.
A business is listed on the first page of Google for searches relating to both their product and geographical location then the quality of website visitors is likely to be of a much more targeted nature.
The Power of Google in Local Search
Google should be viewed as the starting point for all local search initiatives. Hitwise Online Competitive Intelligence Service mentioned in their 2010 survey (http://www.hitwise.com/au/datacentre/main/dashboard-1706.html) - that about 297,000 (9.9%) Australians visit Google every day. It is also the most visited Australian website with 619,500 visitors (20.65%). Further, Google is estimated to make-up close to 90% of all searches undertaken online in Australia each day.
Local search specialists capitalise on the potential of Googles marketing tools such as Google Maps, Google Places, and Google AdWords in implementing online marketing campaigns. Using Googles online tools will give your business a significant advantage in capturing local customers over your competitors.
a)Google Maps Optimisation Using Google Maps is more than just putting directions to where your business is. In local search marketing, consumers always look for products and services that are being offered near their area. Google now determines your location and provides the local search results regardless of your search query. As a business, if you want to tap into customers who are looking for businesses like yours, you really have to optimise your website for local search through Google Maps and Google Places.
b)Google Adwords Management Choosing the right keywords is the key to local search success. In local search, you have to anticipate what your customers will type into Google when they are looking for products and services like yours. It is important to understand that your geographic location should be included when choosing the keywords to target for your online marketing campaign.
c)Google Places Googles all-in-one business tool is an online local business directory, a city map, and an advertising space rolled into one. Having a verified Google Places account helps prove that the business establishment listed in Google Maps is yours. Utilising the appropriate keywords that best describes your business and the products and services it offers increases the chances that your business will appear in every Google search. If you are struggling to optimise your Google Places listing then consider Google Places Optimisation or Google Maps Optimisation.
Using Google Maps, Google Adwords, and Google Places as part of your local search marketing strategy will help your business online marketing campaign to attract prospective customers.
