What is local search?
Before we talk about why you need local search, let’s define it. According to Wikipedia, local search is the use of search sites by people looking for local businesses. The search is geographically restricted by adding a location word, such as city and state, or zip code.
Wikipedia goes on to say that there are two types of local search. Explicit and implicit. An explicit search is performed with a location term. An example of an explicit local search would be shoe stores in raleigh nc. An example of an implicit search would be restaurant. The restaurant search is implied because the word is often used alone when people search for a local restaurant. But how does the search engine know which city to search for with an implicit search? It uses the physical location of the person performing the search. This is usually known by the search site based on technical information about the computer and its Internet connection.
Local search results are different than non-local search results. A local search generates a page that lists businesses from an online business directory. These business directory listings would not display for a non-local search. The search engine is making a decision whether the person is looking for local products or services or not. In the latter case, the search could be for research or some other need that does not require a list of local business products or services.
A business directory listing is the basic contact information for a business that exists in a directory. There are many online business directories. Every search engine has one. The online business directory is used for local search and mapping. Not used with non-local search.
When someone clicks on a business directory listing, they are taken to the business website if the website address was provided in the directory listing. If the business hasn’t populated its own business directory listing with its website address, visitors are accessing the actual business directory information.
Who needs local search?
Let’s get back to the main topic about the need for local search. If your business sells products or services to local customers, and if your local customers sometimes use the Internet to find what they’re looking for, then you need to pay attention to local search.
a free chance
Local search offers a great opportunity for businesses and organizations to attract website visitors. It can even help you if you don’t have a website. However, having a website can help your local business directory rank better. A consumer may simply be looking for a phone number for any local florist. When searching for florists (a local search), that person can see the phone number in the business listing on the search results page and call that number without ever clicking through to the florist’s website.
Does your business have local competition?
The challenge businesses face is the same challenge they face elsewhere. Competition. In this case, the challenge is getting your business directory listing to rank above your competitors. First place is the best. Each step lower gets fewer clicks and therefore fewer leads, fewer calls, and fewer customers. If your business directory doesn’t appear on the first page, you won’t get any benefit. Few people check listings after page one.
As a business owner, you need local search to work for you. You need your business directory to appear on the first page of search results for the most common terms people use when searching for your type of business. You don’t need your website to show up on page one when people 800 miles away are searching for local (local to them) products or services.
For example, if you own a body shop, you would like your business directory listing to show up on page one (page one of the search results when someone is searching) when the search term body shop is used. in the name of your city. You should not try to get your website to show up in search results when someone searches for auto body shop. Of course it would be nice if you could make this happen. The reality is that it would take a great deal of time and money. It can be almost impossible. It is of little value to you if non-local people find your website but cannot do business with you.
How to take advantage of local search
Now that you know what local search is and why it’s important, you need to know how to make it work for you. Your business must be listed in major online directories such as Google Places (now called Google+ Local), Bing, Yahoo, CitySearch, FourSquare and others.
If your business is at least a year old, it may already be listed in many of the online directories. However, you must claim your listing and fill it out with accurate information. Unclaimed listings contain very little content and often incomplete and inaccurate information.
useful tools
A useful tool to get started is getlisted dot org. Simply enter your business name and zip code and it will show you where your business is listed. It will also help you get started by providing you with the links to claim your business listing in many major directories.
Another great tool is whitespark dot ca/local-citation-finder. Helps identify related search terms that people use to search for your type of business. It also searches websites that list your company’s contact information.
Local search optimization tips
Here’s a valuable tip to get you started. Find and claim your Google+ Local page. Add your business to the directory if you can’t find it. Fill in all the information, including the domain name of your website. Make sure your business contact information is correct and exactly the same as what is listed on your website. Add a review to your More Local page.
Local search is important. It is a great opportunity offered by search sites. It is used by a large number of people looking for local products and services. Take advantage of this free gift. It can make a big difference to your business!
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