What is local search marketing you ask?

Have you ever done a Google search and seen that map in the middle of the results? You know what I’m talking about… it looks something like this:

Want to know how to get to the top of that list?

Read on to learn more about Local Search Engine Optimization techniques, and why it’s important to ‘localize’ your business.

First off, let’s quickly discuss what we mean by local search marketing.

What Exactly Is This Local Search Marketing

The picture above somewhat says it all, no?

If you’re a small business that can only serve customers in a certain geographical area, I’m talking directly to you:

• Any brick and mortar (restaurant, sports shop, etc…)
• Service companies that go to the client location
• Insurance companies

Wouldn’t it feel wonderful to see your business show up at the top of that map list when someone searches for your product or service?

When users of the search engines are looking for something that is near to them geographically, they are likely to add a geography to the end (or beginning) of their search query.

Example: “restaurants in Dallas, TX” or “Baltimore hvac training school”

As a matter of fact, even if the search does not contain a specific geography, Google (and the other search engines) are smart enough to know where you’re searching from, and thus deliver you results relevant to your location.

Don’t believe me? Click here to do a search for “restaurant” – this is what my results look like:

Not the same as yours are they? Nope – because you’re (most likely) not in Ellicott City, MD, like me!

So what is local search marketing then? It’s the art and science of getting your business to come up higher on that list.

The benefit is pretty obvious right? – If you show up on that list, users of the search engines are likely to click on your website, and thus visit your shop (instead of your competitor’s).

Okay, so now you know what local search marketing is, so let’s jump into some tips on how to do it!

1. Claim Your Google Places (and other) Listing(s)

The first thing you want to do is claim your online listings.

Sites such as Google, CitySearch.com, and Yelp.com allow business owners to edit the information associated with their listing – after your prove that you’re the business owner of course.

Claiming you listing is very easy. Just navigate to your businesses specific listing on any of the sites listed above, and then find the link that says “Edit this place” or “Claim your listing” or something along those lines. They each have their own way of verifying that you’re actually the business owner – just follow their protocol to prove that and then you will have access to make edits to your listing.

You might be thinking “Why do I want to edit my listing, it’s already there and looks pretty good”.

The answer is because a) your listing can look better and b) by editing it and adding a relevant description, pictures, videos, and other information the sites ask for – they are more likely to serve your business listing when someone searches for your product or service.

Google Places is probably the most important one you will want to claim. Go find your business and click “Business Owner” to update and verify your listing.

2. Get Positive Reviews from Happy Customers

One of the factors Google uses to rank your listing is the quantity and quality of the reviews your business has.

We highly recommend putting together a campaign where you solicit your best customers and ask them to leave a review for you on Google, Citysearch.com, or Yelp.com.

The details of the campaign are up to you, but getting those reviews is definitely important for search engines, AND even more important for users. I can’t tell you how many times I’ve chosen one restaurant over another solely based on reviews.

Even if you have to offer your happy customers an incentive to go an review your business, it’s worth it (just give them a $25 gift card, or better yet, a 10% discount next time they buy from you)!

One thing to note: Google Places will aggregate reviews from other sites on the web into your Google Places listing.

* Recent update: Google now allows you to respond to reviews users have left on your Google Places listing *

3. Use Other Websites for Listing Your Business

Perfect example: Craigslist

If you clean homes, don’t rely on PPC and word of mouth to get your new business, take the time to list your services on Craigslist.

If you rent apartments, there are several sites that let you list your openings for free (and there are paid ones as well, which are also great).

If you do computer repair, definitely do Craigslist postings!

Admittedly, Craigslist isn’t for every business, but there are surely some websites out there that will let you list your services for free.

Quick tip: Do a Google search for your business product or service. See who comes up on the first page. Can you partner with them? Can they link to you? Pick up the phone and introduce yourself!

Don’t Just Sit There!

Get out there and claim your listings, get reviews, and list your services in as many places as possible. As times goes on, more and more people are starting to use the internet to find businesses and make decisions.

Taking control of your online reputation and getting listed in as many places as possible will ensure your future success!

This is a guest post by Arsham Mirshah of WebMechanix, a Baltimore, MD based internet marketing firm specializing in Search Engine Optimization (SEO). If you have any questions, contact the friendly folks at WebMechanix (let them know you found them through this website)!

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Often the red-headed stepchild of pay-per-click advertising, AdWord placement in Google’s content network is often frowned upon and shied away from. Not so for skincare distributor Murad. This article from Internet Retailer details how Murad was able to increase sales by 15% via ads on Google’s content network.

The campaign’s success had lead Murad to restructure its approach to paid search, according to Katherine LaFranchise, senior director of online marketing for Murad. “”We used to think that content advertising was only useful for increasing search conversions, but we found you can achieve direct return on investment from content campaigns,” she says.

It’s interesting that only one site from the network is mentioned as being the prime generator of traffic.

What’s the smallest niche you can think of for your company? What website(s) do those people visit? Is there any way you can get involved?

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Since design has been a popular topic on this blog for the past week or two, it hit me that I’ve had the privilege of working with quite a few great designers myself, and then I know many other great designers that I haven’t worked with. And with the onset of online portfolios and blogs, it makes checking out and admiring someone’s work very accessible.

When you understand how important a piece design is to your job as a marketer, and then you realize your role in it personally, and then you realize you can’t personally design, and then you meet someone who can, then you really, really, really appreciate these guys and what they do. And they appreciate you, if you’re doing your job.

Without further rambling, here are 7 designers you should check out:

1. DennisCheatham.com: I’ve never actually done a project with Dennis, but my wife does on a regular basis. Be sure to check out his blog, too – he’s a great writer on top of being a great artist. I really like his logo design.
2. Frogers.net: Again, I’ve never done a design project with Jeff Rogers, but I think his site speaks for itself. I have, however, played in a band with him – he’s a great drummer on top of being a great designer. And I’ve helped him move, and that’s always endearing, right? I don’t know how to explain his work – you just need to see it for yourself. I just know it’s good. Extremely original, refreshing, sketchy and organic. And good, again. I love this album cover.
   
3. Raesea.com: Raesea aren’t just designers, but cover the whole ‘using the web to help your business’ thing. Design is part of that, but so is navigation, search engine optimization, email marketing, back-end architecture and programming and e-commerce. And they do all of that, and do it well.
4. Brian Larney: I worked with Brian at AdvoCare. His designs are great, and the best thing about Brian is he always wanted to dig deeper, ask questions about the project, and pull information out of you that would help him. Which I loved. So many designers think they should just take the direction that’s given to them make due, but Brian knows when to ask for more. And it made everything easier for both of us. Here’s a product of one such conversation that I feel really hit the nail on the head (scroll down to the Alaskan Adventure pages).
5. Hypnoweb.com: Darren Chorley and I worked on countless web projects. He’s a wonderfully gifted designer, and he knows how to work in a time crunch (and trust me, he was tested on that front more than once). I can’t sing his praises enough, and I can’t be more impressed with the work at this site.
6. DanielPitner.com: Worked with Daniel for a brief time at AdvoCare. I can remember checking out his original work from his resume, and it blew me away. Daniel takes a lot of pride in what he produces, and it is always something you simply can’t simply glance at. It captures you. And his work with animation is unbelievable.
7. BusyNoggin.com: Like Dennis above, I’ve never worked on a project with Ron, but my wife works with him all the time. I have played poker and eaten fondue with the man, so that should count for something. I love how he lays out his approach on his site. If you’re interested in content management, particularly TYPO3, Ron seems to be the local guru.

So, for the other great designers I know that aren’t on the list, like Josh and Benny and many others – Sorry, but I don’t have your portfolio address. Send it along if I worked with you before – just leave it in the comments. That goes for anyone, for that matter.

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