Best Practices for Search Engine Marketing

 

How To Get Found In A Search-Driven World

 
Local search is the flavor of the day. But what is it? What is the buzz all about?

At its core, local search is simply understanding today’s consumer, their behavior and their needs, and providing a product or service where and when they want it. It’s exciting because local search works equally well for small- to medium-size businesses trying to get found, as well as big regional and national brands.

First, understand that in a search driven world there are two types of user searches: 1) consumers who are looking for a brand and 2) consumers who are looking for a type of product or service. For consumers, it’s all about being in control and having choices.

Brand Seekers

If users are looking for a brand, they will most likely look for it on a corporate website. But the trend is moving towards consumers entering in the brand name and a local qualifier (city or zip code) directly into a major search engine to find the nearest location: for example, “Red Lobster locations in NJ” or “Coupons for Red Lobster in Illinois.” The worst-case scenario is if it doesn’t show up at all. The second worst case is that it shows up, but takes the searcher to a corporate website home page, meaning they have to do the search all over again. That’s not very user friendly.

Service Seekers

If consumers are looking for a type of services (a restaurant, office supply, grocery store, sporting goods) then they will most likely start their search on a major search engine. The trend is going towards consumers entering in a generic service and a local qualifier directly into a major search engine to find products and services: for example, “Crab legs Lewisville TX,” or “Seafood Luzerne PA.”

Traditional marketing methods include print, yellow pages, TV, radio, billboards, direct mail, email marketing and referrals. However, to ensure success in today’s highly competitive market, advertisers must embrace not only the major search engines, but increasingly an array of other relevant and effective new media platforms such as local directories, corporate websites, mobile devices and even portable navigation devices. Casting a wide net will ensure customers find what they are looking for anytime or anywhere they are ready to buy.

Major Search Engines

There are three distinct areas on a search engine results page (SERP.) It’s very important to show up in at least one of them if not all three, called the Search Trifecta.

By now, Search Engine Marketing or SEM is well know as paid search or sponsored listings, and that its listings show up on the top and right side of most search results. Most of the ads are Pay Per Click (PPC).  The top search engines that businesses set up campaigns with are Google, Yahoo, MSN and Ask.

Local search is a widely-used term, but when referring to search engine results it’s the section that’s associated with a map when a local qualifier is used.

Organic listings, (SEO, also referred to as Natural or Free listings) show up after the paid and local results.

It’s important to get listed in local directories that include Citysearch, Yellowpages, and Superpages as well as Google Local, Yahoo! Local and MSN Live since they attract significant amounts of traffic.

Corporate Websites

In this day and age every business has a corporate website. But many people don't know of all the different ways to increase foot traffic or online sales.

For retailers, it’s important that users can quickly and easily find their locations and the specific details of each. Interactive maps and driving directions (preferably without the user needing to leave the website) is a must-have these days. With Web 2.0 capabilities it’s the user experience that counts. Content such as store hours, menus or flyers, credit cards accepted, brands carried and reviews can help consumers with their search and items such as coupons or local events can add a call to action. Businesses can also engage visitors with registration for e-newsletters or club discounts. Send to Phone/Email is a good way to track location traffic as well as provide driving directions. Remember that locator functionality is the top decision-making tool consumers use when visiting a retailer’s website. A customer who uses a locator is most likely going to visit the local business.

Regardless whether a retailer or manufacturer, the corporate website needs to be SEO-friendly in order for the search engines to crawl and find the data.

What are Consumers Searching For?

From Retailers

• Where is the closest location?

• Can I find locations along the way?

• What hours are they open?

• What credit cards are accepted?

• Do they offer any discounts or coupons?

• Do they have wi-fi?

• Do they have RV parking?

• Can I send the driving directions to my mobile device?

 

From Manufacturers

• What products are offered?

• Can I buy it online?

• How does the price compare between retailers?

• Is it in stock?

• Can I buy it locally?

• Where is the closest retail location?

• How do I get there?

 

Remember, today’s consumer likes to research online, demands choices and wants to control the buying process. It doesn’t matter if the business is Seiko, Darden or John’s Catering, every business must understand who they are and the needs they fill. Mastering local search is not rocket science but it’s an ever-increasing skill set required for marketers in today’s search driven world.