March 6, 2010
Two weeks ago I found a local ski shop in Vermont for an “emergency repair” via my iPhone. A few days later I used the phone to confirm the location of a hotel in Massachusetts, and last week I found a local Cosi restaurant in Manhattan to grab a quick-lunch with a Client.
Every day, more and more consumers are upgrading their cell phones to Internet-connected devises and smart phones – and everyday more Consumers are using them as I do. Currently, it’s estimated that 15% of all mobile searches contain a local modifier (city/state/zip code, etc). Google has even gone as far as saying that desktop p.c.’s will be irrelevant in three years!
Think about it: you always have your cell phone with you, and it’s always on. Those with smart phones are not only always “on”, but their “online” as well.
According to The Kelsey Group’s Mobile Local Media Forecast (2008-2013),
- the percentage of mobile searches that have local intent will increase from 28 percent in 2008 to 35 percent in 2013
- there are currently 54.5 million mobile Internet users in the United States, which represents 25% of all online users
GPS units and Apple iPad-like devises will also drive mobile searches; so a local business’s ability to be “found” online is increasingly important. This mobile segment of Internet marketing represents a unique and significant opportunity – and businesses who’ve proactively positioned themselves to capture these local mobile searchers will benefit first.
The majority of this growth is being generated specifically by the iPhone – but I believe the numerous new models using Google’s Android mobile platform (Droid, G1, Eris, etc.) will potentially surpass the iPhones influence relatively quickly as they’re carrier agnostic (most major cell phone companies now carry at least one Android phone, the iPhone is limited to AT&T). Regardless – “mobile” is where the local-search business is headed – so we’ve assembled some important factors and tips that every local business should consider…
- According to comScore/TMP research (2008 vs. 2009), Google Maps and Yellowbook.com have both been the largest beneficiaries of this increase in mobile search:
Getting included is relatively simple: claim your local business listing on Google, and get on Yellowbook.com (which is also one of the most popular applications download on Android phones).
- Create a mobile-friendly version of your website. This involves finding a good web developer to help you understand what can and should be done to your website to make it more mobile friendly. This usually involves creating alternate style sheets (“CSS”) for the mobile device so that your site content lays out differently for the small screen. Sometimes a completely different site is a better option. A “.mobi” version of your site makes sense when you have complicated content that needs to be displayed in a radically different way than is does on a traditional computer monitor.
- Optimize your site for mobile/local search. This includes placing your primary geo (market/city) within your title tag, and your local phone number (not a toll-free) within your meta-description. Additional local SEO tips are posted here.
- You’ll also want to be listed in as many local directories and databases as possible – they “power” local content across many hundreds of properties across the web. Here’s an easy way to get listed into many of them.
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Posted by Rich H
December 23, 2009
A new post over at Search Engine Journal includes a ”clearly defined and easy to comprehend guide on the steps to optimize your business for local search” - helpful tips for the small number of local business owners that work on optimizing their own websites…
1. I have taken the following steps to promote my business in local search. I have displayed my full business contact information clearly on my site. I am taking advantage of these placements to make my contact information stand out and easy to find:
- Title of the page (especially for the contact page);
- Meta description of the contact page and “About us” page (to be displayed in SERPs)
- Bottom of each page throughout the site (bottom of the page is the traditional placement for contact information, so most visitors will first look for it there – I don’t make my visitors search for my contact info; it is right there where they are used to seeing it).
2. My site Contact and About-us pages contain sufficient information on where my business is located as well as phone numbers including local area (search engines are often believed to associate local area code as the local search rankings factor); thus, I don’t need to add “nofollow” attribute to those pages;
3. I have made sure my business domain WHOIS information lists my business mail address and contact phone number;
4. I have the list of my local competitors and have researched their local promotion tactics (I know where their local backlinks come from).
Read more…
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Posted by Rich H
December 17, 2009
Many small businesses invest in a website for the right reasons - but unfortunately, don’t execute very well.
Previously, I discussed the importance of local businesses having their own website, and the research suggests about 50% already do - but can a poorly designed site do more harm than good?
According to Nielsen 85% of people agreed the quality of a website is an important factor in earning the consumer’s trust. Ken Cassar, VP Industry Insights, Nielsen Online stated ”a poorly designed website potentially does more damage than not having any site at all”, and I agree.
Think about it: you’re researching online before making a purchase (as 85% of Consumer now do) and you come across two local businesses; one your familiar with and one your not. The known business has a single templated webpage with little content, outdated design and poor images – looks like it was designed 10 years ago by an 8th grader. The second, unknown business is represented with a full-blown 20 page brochure site, complete content, sensible navigation, a “call to action” statement, obvious contact info, testimonials, attractive images, etc. Whom do you trust more? The Nielson research found that you will most likely choose the unknown business!
“77% of people surveyed said they were more likely to make a purchase from an unfamiliar business with a quality website, than from a known business with a poor website”.
So much for repeat business!
For most local businesses, the purpose of a website is not unlike your ad in the yellow pages, a billboard or your storefront – it’s job is to generate leads. Think of it more as a “marketing tool”, not just a representation of your business online. If your website sucks, your loosing both new and repeat customers!
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Posted by Rich H
