leverage local search. Considering the fact that phones are fitted with GPS, people use the map services as
well as local search engines to local businesses. As such, it is important for local business to ensure that
they have the right measures in place that will make sure they are found.
Businesses can dominate local search in many ways. Map listing are just one of the possible avenues available.
Other notable options include PPC and SEO. Thus, small business should focus on leverage the three methods.
How Competitive Is The Local Market?
It is not secret that some industries are more competitive than other even when online; some good examples
being real estate agencies, law firms, and auto repair facilities, landscaping companies, and insurance
agencies. Competition is healthy, and when it comes to online business competition, optimized local search
services are part of the game strategy, but are very limited.
Nevertheless, such services offer an array of avenues for optimization that business can use for thousands of
possible keywords. Even so, the challenge the every business faces is reaching the first page in local organic
search results for searches of top-level keywords.
With adequately planned PPC campaign, it is possible to bridge existing gaps and use top level keywords that
are hyper-competitive. Nevertheless, it is a strategy that should be embarked with caution so as not to use
duplicate keywords that negatively impact the optimized local search service.
Keep in mind that each has is strengths and weaknesses as will be explained in a short while; so keep reading.
In as much as they may have unique drawbacks, each avenue is uniquely beneficial and when combined can form and
effective marketing strategy.
i. Map Listings It provides a lot of information about your business that includes working hours,
reviews, videos, location, and photos among others. But, it is a tool that is most useful for potential
customers that are within your location and immediate areas.
ii. SEO It an effective tool that can be used to leverage both short and long tail terms. On the other
hand, it is an avenue that may not give immediate results but still play a pivotal role.
iii. PPC It is more of an innate method that is rather direct. It targets specific terms in areas of
interest; but, it is an option and comes at a cost. You have to pay per click.
You can know more about the three methods mentioned above by getting your hands on The Definitive Guide To
Local Search. It is an e-book written by a search profession who has more than eight years in Search Engine
Optimization. The book illustrates how to leverage local PPC, local map optimization, and local SEO as well as
a step-by-step guide on how to start and run a successful PPC campaign. Also, the book covers how to use SEO to
optimize local traffic and how to take the helm of local map listings.