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Internet Strategy

The Best Internet Marketing Technique

admin | Sep 24, 2012

YDOP is moving. As we’ve checked out our new neighbors in the Lancaster community, we’ve noticed that a lot of brick and mortar locations haven’t yet taken advantage of local Internet marketing. These businesses are missing out on the best Internet marketing technique available to them. Even big brands with local store fronts, national and regional banks, and real estate firms, haven’t figured it out that the best ROI for their Internet marketing dollars is found in local search optimization. Here’s why.

1. It’s a ride to the top. It reminds me of Disney’s Fast Pass. You get right to the first page of Google for anyone searching for your name, service, or product in your area. Additionally, there’s lots of real estate to claim as there are two ways to succeed: local organic placement, and the “map pack” (Google’s listing of places as part of search results). Ultimately a business would want to “own” that real estate and also to optimize that visibility.

2. People believe it. Searchers tend to believe that your presence on the first page of Google, as a local search result, is more authentic than those who paid to be there. Seeing your verified location on a map, hopefully with customer reviews, images, and videos, makes you a real business. Done right, you’ll be the real business that the searcher will feel compelled to call, email, or visit.

3. Local is mobile. Mobile is growing exponentially. The number of mobile searches for local services like realtors, financial services, restaurants, etc., has increased by 137% over last year. And, as impressive are the high percentage of searchers that follow up with a call, email, or store/office visit within 48 hours of the local search. Traditional SEO approaches disqualifies many businesses from mobile search ranking, especially those coming late to the game and with small budgets. Mobile strategies for localized markets can get that business in the game.

4. It’s within reach. It is much less expensive to get results and those results can be seen in a much shorter time period. While many businesses are still staring at the moon, wondering why they can’t rank on Google, smart localized businesses are seeing results within a month or two that can translate into calls, emails, and door swings.

Need more proof? SEO Moz has a great post on eye-tracking Google search results. Take a look at their test search for “pizza.” Most eyeballs skipped the top 3 results and went directly to the local 7-pack.

Search results with eye tracking

Convincing evidence, isn’t it?