The concept behind local search marketing is actually quite simple: utilizing search engines to connect local businesses with local customers. The difficulty is in applying the concept in such a way as to actually achieve the goal.
Traditionally many people did not like to use the web to search for local businesses because search engines such as Google would give them the names of businesses all over the world. In many cases, people were unable to locate local firms and had to turn to print media such as the newspaper or telephone directory. In the past few years quite a few firms that attempt to connect firms with local customers have sprang up. Most of these firms offer a directory service and use a number of tricks to get their customers sites located on search engines such as Google.
Keywords and Search Marketing
Many firms will try to get noticed by using keywords, keywords are select terms that search engines look for on a search.
For example a person using Google would search for the keywords plumber and Manchester for a person searching for a plumber in Manchester. Many web directory and other firms will attempt to create websites that feature the words "plumber in Manchester" in hopes of being noticed by Google. The search could be further defined by adding the term Manchester, UK, in order to keep results for Manchester, New Hampshire, in the United States from popping up in UK searches.No successful local online effort will be possible without the use of keywords. The popular term for tailoring keywords to a search is "search engine optimisation" or SEO. Many marketers will utilise SEO in an attempt to optimise their web content for marketing purposes.
Online Marketing and Directories
The most popular trend in online marketing in the UK is directories that help a person find a service or firm in their area. Many of these directories feature basic information about local firms and reviews of the firms. A directory might feature a list of electricians in Glasgow and several customer written reviews of local recommendations. The idea behind these sites is to give customers a little more knowledge about the firms listed.
It is also designed to give customers an idea of the kind of service offered and the firms reputation. The accuracy and authenticity of the reviews in some of these directories is often very questionable. The effectiveness of such advertising is also debatable. It must be noted that such directories do make fairly easy to locate a particular kind of business in a distinct geographical area.
SEO Marketing
There are some other methods firms use to get located in searches by local customers. A popular method involves SEO writing and articles. A firm will commission a writer to create an article with several SEO terms in it designed to get the article noticed by people using search engines to find local businesses. The article will either mention a specific local business or have a link to one. An example of this would be an article about dining out in Blackpool that features a link to a restaurants website. This form of local search marketing is designed to attract the attention of surfers researching a certain subject.
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The Concept Behind Local Search Marketing