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Internet Search, Like Politics, Is Local
By: Wayne Messick
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    Table of Contents:
  • Internet Search, Like Politics, Is Local
  • So, what's the...
  • Reach Buyers When...
  • Let's say you...
  • You spend your...
  • Local Relevance Promotions...
  • Who's willing to...
  • Others will want...

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    Internet Search, Like Politics, Is Local - Let's say you...

    (Page 4 of 8 )

    Let's say you sell cement to contractors and homeowners. Your customers get it delivered to the job site or in their driveway - most of the time. No one ever comes by, even though you have people working there twelve hours a day seven days a week.

    Local search can be used to tell people that you're open in case they need to pick up a few extra bags of Quickrete over the weekend. Or they can place an order online or on your 24 hour a day voicemail for next day delivery.

    Effective local search tactics reaches local searchers when they are ready to buy - with every way that it is possible for them to buy from you.

    At the Search Engine Strategies event the experts told us to adopt a search marketing strategy that has global reach (hey, you never know), regional implications, and connects with our local buying audience.

    How is that possible? Let's take a top down look.

    National Campaign:
    For most companies this is best left to their manufacturers. Let General Motors create the buzz, show the new models, pitch the extraordinary value, and the environmental friendliness of their vehicles.

    Let them do national TV and spend a bazillion dollars on search engine optimization, just push them to link to your company while they're at it. Hey, it's their brand; so let them do the branding.

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