Archive for "August, 2013"

Localize Your Internet Marketing for Better ROI

General Aug 20, 2013 No Comments

Local Internet Marketing StrategiesThe surge in mobile device usage and statistics that illustrate a large number of users who search for local goods and services on their mobile devices has led to Google gradually shifting its algorithms and implementing more social engagement to provide users with more local search results.

This trend has delivered small businesses with a huge opportunity to compete with the big boys in their industries for local consumers. It also has provided businesses that invest in Internet marketing with a lean, highly focused (local) target for their marketing efforts that produces better ROI.

Organic Search Marketing With a Local Focus

One of the most effective, ROI-producing local Internet marketing strategies is organic search engine optimization that is focused on local keyword targets.

Like traditional SEO campaigns, local organic SEO hinges on building a reputation for your business online that drives higher rankings through effective content marketing and link building.

In local organic SEO, small businesses are able to target consumers in their local area who are searching for their goods or services by optimizing for geo-modified keyword phrases. For example, if your company offers plumbing services and you’re located in Jacksonville, Florida, you might want to target the keyword phrase “Plumbers Jacksonville FL” instead of a broader, more general term like “Plumbers.”

A primary advantage of localizing your organic SEO campaign it costs less and provides higher returns for small businesses, as compared to to an Internet marketing program that encompasses broader, wider markets.

Google+ Local Offers Prime SERP Placement

The game changer for local Internet marketing came in May of 2012 when Google replaced its Google Places pages for businesses with Google+ Local listings.

Google offers local businesses prime real estate to get in front of users who search for their service/product in their local area. Google displays their listing near the top of the search engine results page (SERP) next to the local map.

Google+ Local SEO

Getting your  company listed next to the map is yet again a process of building trust with the search engines by establishing local business listings (citations), acquiring positive online reviews, and general listing optimization.

Enhanced Adwords Campaigns Cater to Local Mobile Search

If your business participates in pay per click advertising with Google Adwords, Google has made it easier for you to manage a mobile, local PPC campaign with its new Enhanced Adwords Campaigns.

It’s important to remember the significance percentage (over half) of all Google searches that are conducted on mobile devices that are done with the intention of finding a local solution.

Google Adwords has provided its advertisers with the ability to narrow the scope of their campaigns with “geo-targeting” their ads to specific locations.

This allows companies to reach highly qualified consumers in their local area, as well as users who are searching for businesses with their geo-modified keywords.

Weeding out consumers not in your local area with geo-targeting, and reaching more highly qualified consumers provides for better ROI for your campaign.

The new Enhanced Adwords Campaigns also allow businesses to easily manage their mobile PPC strategies with simple mobile ad configuration, rather than having to create a separate mobile campaign within their Adwords account, which was the previous best practice.

Now more than ever, reaching local consumers via Internet marketing is essential for sustained business growth, and implementing a locally-focused marketing strategy is going to provide your business the most bang for its buck in the long run.