Whether you have a local area business that you want to market as completely as possible, or you are an offline marketing consultant who helps local businesses enjoy greater Internet exposure, it?s always a good idea to be sure that you?re covering all of your bases when it comes to facilitating as much of a web presence as you can. Even after all this time, the Internet remains woefully underused by local businesses, and in this climate, where the battle for every consumer dollar is tougher than it has ever been, it is the business with the most complete presence that will stand the best chance of not just surviving, but thriving. Remember that the effort at local marketing is not a one-time thing, but something that requires a regular, ongoing effort on your part.
Stay up-to-date on available local search engines. This is a must-do. Google, Yahoo, and Bing, among others, allow you to set up a free listing for your business with each, and other online local business directories like CitySearch and Yelp (among others) should be fully utilized, as well. However, keep in mind that new and varied local business directories are popping up all the time, so you would be smart to regularly search for new ones. Free is great, and if you?re not taking full advantage of grabbing free listings with as many search mechanisms and directories as possible, you?re making a grave error.
Stay abreast of the most useful keywords with which to search engine optimize your local business site. Those businesses that are purely local in orientation can really ?drill down? in keyword selection and focus almost exclusively on those that pertain to that local market. If you own a restaurant, or you?re the offline marketing consultant for the restaurant, be sure that you have not only exhausted the list of relevant keywords for a restaurant that?s located where it is, but also make certain that you are performing ongoing research to ensure that you remain on top of any changes in trends locally, changes that would demand that you make additions or adjustments to the keywords you have in place.
Check search engine results using your chosen keywords. It?s always a good idea to regularly plug in the keywords on which you?re focusing into the search engines to see what comes back. What you?re specifically looking for, besides where your business (or the business on behalf of which you?re working) ranks, is what the competition looks like for those keywords. Who ranks above you, if anyone? For those businesses that do rank more highly, check out their sites ? what are they doing? What do they say? Does an examination of their sites reveal anything to you that might be useful for your site?
Marketing for local customers is by no means a one-time thing. Even if you have already put a fair amount of work into grabbing business listings with search engines, getting set up with Twitter and Facebook, and doing many of the other things that give visibility to your business, you have to remember how Internet mechanisms, methods, and trends are continuing to evolve all of the time. Rather than being passive about this effort to ?own? your local market, resolve to do the sometimes-tedious but very important ongoing research that will keep you at the top of the search engine results.
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