Synopsis — There is a lot happening in local search marketing these days, particularly as social media expands quickly to offer a multitude of different options for brick-and-mortar businesses to participate in deal-a-day programs, social networking opportunities, game-like activities, coupon offerings, etc. But local businesses must not neglect the basic elements of a search marketing program in their rush to take advantage of all the new options that are available, which is ensuring that you have a solid presence in Google and other search engines’ results pages. It need not involve a great deal of time or expense to do so, and businesses that ignore this parameter of today’s competitive world do so at their own risk.
In his article, “Get Local and Get Results,” Tom Shapiro looks at the local search landscape from the point of view of the local merchant. He discusses different ways in which businesses with a physical presence can leverage opportunities in local search, including the major search engine programs, using localized marketing, local directories, click-to-call, and ways to structure your AdWords account to take advantage of local targeting.
For those who still are delaying their move into using online capabilities for their local brick-and-mortar setup, Tom’s article is a good start for uncovering the basic arenas of involvement, together with a collection of tips and suggestions for specific actions.
The complete article follows …