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Local Search and Internet Yellow Pages - A Whole New Vocabulary for Small Business Sales
By: Developer Shed
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    Local Search and Internet Yellow Pages - A Whole New Vocabulary for Small Business Sales
    by Lynella Grant

    Buyers want both online and local information about where to
    Most small businesses are local in nature, serving people
    who live nearby. Their customers found them through
    traditional methods like the Yellow Pages or newspaper ads.
    So far, the Internet hasn't figured prominently in their
    marketing efforts.

    That's about to change, as Local Search methods become more
    widespread. Even for buyers expecting to spend their money
    close to home, more and more of them go to the Internet to
    locate desired products and services. They rely on search
    engines to find suitable vendors in the fastest, easiest

    Local Search combines the search query word or phrase with
    specific geographic terms, like city or zip code. That way,
    search results only include enterprises in that local area.
    Instead of information about a small enterprise being lost
    among millions of pages of search results, it shows up in a
    small pool of local providers. That's good for them, as well
    as the person looking for what they provide.

    Small operations can easily be located by a whole new group
    of buyers
    Consumers don't simply go to the Yellow Pages when ready to
    buy - as they once did. Studies show that an astonishing 36%
    of online searches are conducted to find local businesses.
    About a quarter of all Internet users already conduct local
    searches. They'd do even more of it, if the desired small
    business data were more complete.

    Local enterprises need to prepare for the impact of changing
    customer habits. An easy first step is to include your
    business in Internet Yellow Pages (IYP), along with the
    printed Yellow Page directory. That puts your enterprise on
    the radar screen. Learn how your business can make the most
    of Local Search by visiting
    You'll find reliable advice from experts in Yellow Pages and
    Local Search so you can get more mileage from your
    promotional dollars.

    Start by getting comfortable with search concepts, and
    improve your odds of being found when people search online
    for what you offer. You don't even need your own Web site to
    benefit from Internet Yellow Pages and Local Search.

    Learn the Relevant Terms

    Search Engine - method for locating the information
    available on the Internet; a program that searches Web pages
    for requested keywords, then returns a list of documents
    where the query terms were found

    Google and Yahoo, the major general search engines, have
    both shifted gears to make Local Search a priority when
    delivering relevant results.

    Spider (also called "crawler" or "bot") - goes to every
    page on every Web site and reads the information so it can
    be available to searchers; to "crawl" a site it collects and
    indexes information from it

    Specialized Search Engines - narrow focus of information
    crawled and indexed, like medical, business, or shopping

    Keywords - word or phrases used by search engines to locate
    relevant Web pages; words chosen to improve a site's search
    engine placement and ranking

    Search Query - search request, which the search engine
    compares to the spidered entries, then returns results to
    the searcher

    Search Results - compiled list of Web pages that a search
    engine delivers in response to a query; the number of items
    returned is usually overwhelming (in the millions), so
    searchers only bother to view results on the first pages

    Relevant Results - the test of a good search is whether the
    results obtained relate to what the person wanted to find,
    without a lot of irrelevant links

    Local Search - combining a geographic term in a search query
    to locate suitable providers in a specific area

    Pay per Click (PPC) - method of building traffic whereby
    site owners bid on search terms (keywords) that link to
    their site

    Geographic Terms - specific information about the local area
    that can be included in a local search: zip code, town,
    county, geographic region, state

    Top Ranking - sites shown on the first page(s) of search

    Search Engine Optimization (SEO) - fine-tuning keywords and
    page content so the Web site rates high in search engine

    Tags and Titles (on Web Pages) - provide site keywords and
    information to search engine spiders for indexing a site

    Internet Yellow Pages (IYP) - directory of business phone
    numbers and locations in a geographic area, organized by
    category; searchable data base accessed on the Internet

    Make your business easy for searchers to find
    The public is embracing the convenience of searching on the
    Internet to find information about local businesses.
    However, their searches for desired information are
    compromised because so many local enterprises don't show up
    in the databases as yet. Those that do have an edge in
    their local market. Climb aboard! Make sure searchers can
    find you. For little or no money, you can expose your
    enterprise to the whole world.

    Whether or not your business has a Web site, you need to
    provide the information people are looking for in the places
    that they look for it. Local Search and Internet Yellow
    Pages open new avenues to buyers ready to spend. Best of
    all, they support and compliment your traditional methods of
    finding new business. So you cover all your bases.
    (c)2004, Lynella Grant

    --Dr. Lynella Grant, an expert in visual communication.
    How printed materials send signals that strengthen or undo
    the words. Author, The Business Card Book & Yellow
    Page Smarts
    Off the Page Press (719) 395-9450

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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