Skip to Main Content

Seven Steps to Local Search Success, Part 2

Posted on 7.28.2009

Take a moment now to upgrade your current free subscription or request a professional-level membership now. Doing so will give you access to 12 issues of Website Magazine every year - instead of the standard four. You will get at least one great idea for your business every issue to help power your success!

In addition to this informative article, here's what else you missed in June if you're not a professional-level subscriber:

Everyday Usability
Creating GUI (Graphical User Interface Design) That Sticks
Top 50: Web Hosts
SEO Corner: Content is King
Uncovering Site Problems for Landing Page Optimization
Facebook Pages for Every Business
10 Tips to Reduce Shopping Cart Abandonment
Optimizing Personalization
Better Web Retail: E-Commerce Solutions for a Better User and Merchant Experience
Knowing When to Remove Under-Performing Keywords
Affiliate Business Strategies
12 Emerging Trends in Web Design
SEO for
Book Review: Content Rich
Transparency is So 2008

And that's just one issue. Get your professional-level subscription today, and please enjoy the rest of the article below!


Put yourself in your customer’s shoes when promoting your business. Where would you look for your type of company online? In what category and section of the directories should your business be listed? Think about what keywords you would type into a search engine to find your business. According to The Kelsey Group, 61 million local search inquiries are conducted online every day. This means your business listing needs to be optimized to appear on the first page of results in your region and categories.

With everything in place, it’s time to let the world know about your company using multiple platforms, including top-tier search engines. Not every directory has your business information, so be sure to submit to multiple online directories. Also, keep in mind that, according to a 2007 TMP Directional Media survey, 82 percent of online local searchers contacted a business offline and 61 percent of those people made purchases. Therefore, make sure you have as much relevant information on your profile page as possible. The more unique your content, the more opportunities you will have to both improve your presence online and be found by all of the search engines.

When a customer finds you, they will also find your competitors. Positive reviews that validate your company will help persuade them to choose your offerings over the competition. According to Jupiter Research, 77 percent of online shoppers use ratings and reviews when making a purchase. Develop a customer review program by reaching out to satisfied customers and asking them to rate your business or write a review. Also consider providing incentives to your employees who solicit reviews from customers and offer discount coupons to potential reviewers. You can also promote your reviews program on customer bills, your website or even your business card.

To measure the results of your local search campaign, you’ll need to track your leads. You can do this by using call-tracking phone numbers, which will tell you how many potential customers picked up the phone and contacted you; profile page clicks; page views on your site; or impressions to the SERP page. The goal is to track how many times people clicked on your ad (clickthrough rate) or were able to see it online (impressions). If you have many impressions but few clicks, you will need to make some changes to your strategy.

If you have more than one location, be sure to promote your business in each of these areas. Don’t assume that if you have one location listed they will be able to find all of your locations. They may see a location that isn’t near them and move on to the next business listed, likely your competition.

Local search is an effective way to market your local business, especially if you have limited marketing dollars. The low-cost entry point, tracking capabilities and solid ROI have made it a popular marketing tool for businesses that want to costeffectively target customers in a specific region. There are many opportunities that can help deliver local customers to your website and through your front door.

About the Author: Jennifer Black is vice president of marketing for, a leading U.S. local search site and network attracting approximately 19 million visitors each month seeking information on local businesses, products and services. For information call 888-857-6734 or visit

Today's Top Picks for Our Readers:
Recommended by Recommended by NetLine

Leave Your Comment

Login to Comment

Become a Member

Not already a part of our community?
Sign up to participate in the discussion. It's free and quick.

Sign Up


Leave a comment
    Load more comments
    New code