If you’ve ever looked for something online, then you are familiar with what a search engine is and does (at least basically), but are you aware of local search engines? Do you know what they are and how they can help your business? If you are wondering what the difference is between a regular search engine and a local search engine, it’s quite simple.
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What a Local Search Is
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You already know what you need to about regular searches. When someone wants information about a product or service and they use a regular search engine, the listings that come up may be from any part of the world. For example, if you type the word widgets, into a Google browser window, you will get listings of websites from several different countries, including the U.S., New Zealand and Norway. Great for researching on a broad basis, but not so good for locating a business in your neighborhood.
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Local search engines provide a way for people to find local businesses and services. If you are looking for widgets in your town, you would use a local search engine, such as Internet Yellow Pages or Yahoo! Local to find a nearby company that carries them. Look for widgets and you will see only listings of places where widgets are available in your area. It’s a focused way for consumers to find a place to purchase. See, pretty simple.
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Listings usually provide detailed results of product and contact information, including your address, phone number and website address. People now use the local search engines the way that they used to use the Yellow Pages book. It is a growing field that is constantly updating and adding features to enhance the visibility and promotion of local business communities.
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How Local Search Benefits Business
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Local search engines are a relatively new medium, and a natural evolution of offline advertising. They enable customers to find your company quicker and easier by using features such as Google and MSN maps. Customers can even read reviews about your company, and access many types of fast-paced advantages meant to attract targeted customers who really want to do business with you – once they find you. Considering 68,000,000 people in the United States alone did online Yellow Pages searches last year, you should be ensuring that your business listing is included and up to date in your local search area.
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If you’re concerned about searchers not bothering to call, don’t be. More than 60% of that 68,000,000 telephoned the businesses that they located online. That’s a staggering number of potential customers. What’s even better is the fact that 86% of that 60% were conversions. They purchased or expressed intent to purchase in the near future because people use local search when they’re ready to buy. They’ve already done their research using regular search engines.
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This type of business increases over time. The longer you are listed, the more clicks through to your website you’ll get. More clicks mean more sales. According to the Kelsey Group in a 2005 report, 70% of American households make their local purchasing decisions via the internet. The number of people who decide to join the online world increases each year, so the percentage is undoubtedly much higher now. That, if for no other reason, should be enough to convince you to give this form of marketing serious consideration.