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 searching 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 implicit because the word is generally used alone when people search for a local restaurant. But how does the search engine know which city to search with an implicit search? Use the physical location of the person doing 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 from non-local search results. A local search generates a page that includes companies from an online business directory. These business directory listings would not show up for a non-local search. The search engine makes a decision on 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 business directories online. Every search engine has one. The online business directory is used for local and mapped searches. It is not used with non-local searches.
When someone clicks on a business directory listing, they are directed to the business website if the website address has been provided in the directory listing. If the business has not completed its own business directory listing with its website address, visitors are taken to the actual business directory information.
Who Needs Local Search?
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 are looking for, you should 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 higher. 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 list of businesses on the search results page and call that number without even clicking on the florist’s website.
Does your company have local competition?
The challenge that companies face is the same that they face elsewhere. Competence. In this case, the challenge is getting your company’s directory listing to rank above your competitors. The first place is the best. Every step down gets fewer clicks and therefore fewer leads, fewer calls, and fewer customers. If your business directory doesn’t appear on page one, you won’t see any benefit at all. Few people review the listings after the first page.
As a business owner, you need a local search that works for you. You need your business directory listing 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 on page one when people 800 miles away are looking for local products or services (local to them).
For example, if you own an auto body shop, you would like your business directory listing to display on page one (page one of the search results when someone is searching) when using the search term auto body shop. body in yourcityname. You should not try to get your website to appear in search results when someone searches for a 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.
Take advantage of local search
Now that you know what local search is and why it matters, you need to know how to make it work for you. Your business should be listed in major online directories like Google Places (now 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 in with accurate information. Unclaimed listings contain very little content and often incomplete and inaccurate information.
Helpful tools
A useful tool to get started is getlisted dot org. Just enter your business name and zip code and it will show you where your business is located. It will also get you started by providing the links to claim your business listing in many major directories.
Another excellent tool can be found at whitespark dot ca / local-citation-finder. It helps identify related search terms that people use to search for your type of business. It also finds websites that include your business contact information.
Local search optimization tips
Here is some valuable advice to get you started. Find and claim your Google+ Local page. Add your company 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 stated on your website. Add a review to your Plus Local page.
Local search is important. It is a great opportunity that search sites offer you. 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 in your business!
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