Search Engine Marketing
Local Search
Just as the name implies, Local Search is all about searching the billions of pages on the World Wide Web for information that is related to a specific geographic area (country, state or city). The PRIMARY use of this type of search, and what is implied in the term “Local Search”, is that the searcher is looking for information specific to his/her present geographic location. The classic example of local search is a freshman college student new to the geographical area in which the college is located going on the Web and searching for the nearest restaurant or pizza shop in Google, Yahoo or MSN, etc. In other words, search engines on the Web are being used as a replacement for the traditional phone book Yellow Pages.
How big is “Local Search”? Yahoo! and Google, the 2 biggest names in Web search, have devoted significant resources to perfecting local search for their search platforms.
Let’s take a look at Yahoo! Local Search, then a peak at Google Local Search (now called Google Maps), and finally a quick look at Local.com, a dedicated, local search-only Web site. At the end of this review, I’ll give you some tips on how to maximize your Web site’s exposure in this important and growing search innovation, especially if your company depends on attracting LOCAL prospects/customers.
Here’s what Yahoo! tells potential users about their local search service:
“What is Yahoo! Local?
It’s the best way to find what’s around you and more.
Yahoo! Local helps you find the things you need in your neighborhood and beyond. You’ll get the traditional list of business names and numbers plus innovative tools to help you customize your search and pinpoint exactly what you’re looking for.
Let’s say you’ve entered a search for “restaurants” in “San Francisco, CA.” Now you have this comprehensive list. Which restaurant do you choose? How do you find the one closest to you? Or the one that’s most romantic? Here’s where Yahoo! Local’s unique search tools come into play.”
Click on this link to review Yahoo! Local Search Features in detail:
Here’s what Google tells potential users about their local search service (now called “Google Maps”):
“Sometimes the information you’re looking for is related to a particular place – like the all-night doughnut shop that’s nearest to your house. Google Maps locates neighborhood stores and services by searching billions of pages across the Web, then cross-checking those results with Yellow Pages data to pinpoint the local resources you want to find. This innovative approach gives you access to the most – and most relevant – results for your search.
You can also go directly to the Google Maps home page to view only local results, see results on an area map, or limit your results to listings within a set distance from your starting point.”
Dedicated Local Search Web Sites
There are a number of Web search sites that are dedicated to local search exclusively. One of the best known is Local.com
Here’s what they have to say about themselves:
“Local.com, a leading local search engine, consistently ranks in the Top 100 in U.S. website traffic according to Internet research firm, comScore.
Local.com’s content and relevant search results attract more than 10 million unique visitors each month, all seeking information on local businesses, products, services and people. Local search accounts for about 25 percent of all searches according to comScore, and Local.com’s search engine was deemed “most relevant” for local search by TeleMapics, a search engine technology analyst organization.”
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What do YOU have to do in order to take advantage of this new Local Search concept?
First, make sure your Web site is in both the Google and Yahoo! search indices. That’s covered in great detail in the Search Engine Optimization section of this Web site.
Second, once your site is in these indices, perform the following searches in both Local Search Services and note where in the search results your company is listed, especially relative to your largest competitor(s):
- your company name AND your zip code
- your company name AND town, state abbreviation
Now perform these same searches substituting several keyword(s) you think searchers would use to find your company for your company name and note where in the search results your company is listed, especially relative to your largest competitor(s).
If your company is listed higher than your major competitor(s) in these local search results pages, the ONLY thing you need to do is to perform the same searches outlined above on a regular basis to insure that you stay ahead of your major competition.
If your company is listed lower than your major competitor(s) in these local search results pages, then you must approach this situation as you would any search engine optimization exercise. See the Search Engine Optimization To Do List – Existing Site Web page for a detailed outline of how to perform this optimization. The good news is you’ve already completed Steps 1-4 of that procedure!
Search Engine Marketing – Return to SEM Start Page
