A Major Trend Is Underway In Search Engine Marketing

Organic SEO is out. It is all about Local Search now!

I’ve been marketing web sites for a long time. We used to use submit-it to manually signup sites for Alta Vista and Yahoo back before Google was born. I’ve seen trends come and go. The most significant trend now in Internet marketing is local search. Local search is where the Internet is headed.

local-search

Consider The Major Three Forces On The Internet Now

Local search is being born half from desire and half from necessity. These are the major forces at work on the Internet now.

1. The Internet has become more crowded

When I started in 1995 there were about 250,000 web sites. There were about 5 popular search engines. In 2016 there are about 1,000,000,000 web sites (one billion) and there are 2 popular search engines. A prominent listing is akin to winning the lottery. The numbers prohibit it. Spending money on on-screen SEO is not a good investment anymore. It was at one time but it is not now.

2. Maps (Phones)

We forget that maps (GPS) are a recent phenomenon. Maps have quickly become fundamental to everyday life. Maps are in our phones. Our phones are in our cars. Internet maps ARE the environment now. Whenever we need to know where something is we consult Internet maps. If your business is not showing up in Internet maps it is not showing up at all.

3. Social Media

I am old school. I am not a phone guy. I am a desktop guy. Still I cannot deny the importance of social media. While I may not be putting my life online I can see the trend in search engines. Search engines are querying social media sites like Facebook, Google My Business, and Yelp. Social media has become an interconnected web of popular open to the public web sites. There are about 15 generally accepted social media sites that form your public Internet persona.

These three main forces in Internet marketing are pointing us in one direction: local search. You can see it at both Google and Bing. They are tweaking their algos in this direction. It makes perfect sense and here is why.

Why Search Engines Have Embraced Local Search

Search engines have become a huge business. Ad revenue reached $100 billion in 2015. To sell ads you have to have users. To get users you have to be relevant. Search engines are in fierce competition for relevance. They want to make sure that whatever they bring up in a search is relevant. They have recently discovered that bringing up businesses in New York when you are in Los Angeles is not relevant. If you search for a product or service in Los Angeles you expect to see companies in Los Angeles. This is a fundamental trend in search that all businesses need to be aware of.

Facebook has had an affect on search. The explosion of popularity of Facebook is based on its content being relevant to its users. Facebook content is as local as it could possibly be. It is the user’s personal friends and family. That is as “close to home” as it gets. The more local the content is the more relevant the content is. That is the lesson Facebook has taught the Internet.

Search engines have taken heed. They know their success depends upon relevance. The Internet is a double-edged sword. You can be in the limelight one day and gone into obscurity the next. I remember when Facebook obsoleted MySpace in a matter of weeks. That is how quickly relevance can dissipate. That is also why local search is such a strong trend. Local search is the latest trend in presenting you the most relevant content possible. The trend toward local search is underway and it will only get stronger.

Local Search As An Internet Marketing Strategy

As a business your best strategy is to enhance your local search. That begins with an acceptance that you are not going to dominate the Internet at large. The idea is to stop thinking about coming up on page one for a search term because you can’t. It is a waste of money to even try. The better approach is to try to come up on page one in your local area. That is a concept that may work.

Dominating in your hometown is still a pretty good place to be. It is no different than being the popular local store that everyone knows about. You can make a nice living being known as the go-to place for something specific in your area.

The great thing is Google and Bing is asking us to take this local search approach. They want this locally relevant information in their search results. They are actively going to Yelp, Facebook and other sites to supplement their search results with local information. This is a great development for small businesses. It is a win for the search engines too. Locally relevant search is the hottest trend in the industry.

How To Manifest A Local Search Program

What I have found in developing local search is how touchy it can be. To be successful in local search you MUST have consistent information throughout all social media web sites. By consistent information I mean:

1. One business name.
2. One physical address.
3. One phone number.
4. One email.
5. One web site.

This makes sense. Search engines are basically machines. If you give your business address as 250 Pacific St. on Facebook and 250 S. Pacific St. on Yelp that can cause the entire house-of-cards to collapse. Anyone that has done database programming knows this. It is a mechanical match. If it does not match it falls through. Do not expect Google to implement fuzzy logic to pickup your mistakes. Business owners are constantly changing business names, using PO Boxes, getting rid of the old phones, and changing emails. These seemingly innocuous changes ruin local search. They keep Google and Bing from knitting together information from your social network. You have got to be CONSISTENT in how you represent your business on everything you do on the Internet. If you do things to hide from public view, like use a PO Box for example, you kill your local search. If you make inadvertent mistakes, like alternating between two phone numbers for example, it is the same thing. You hurt your local search.

As a general Web marketing strategy I recommend moving budget away from organic SEO and putting it into Local Search. Get your business into social media sites with scrupulously consistent information. Strive for relevance in your local area through social media. That is what the search engines want us to do. Local search is best for them and local search is best for us too.

 

Internet Man – Content Development, Marketing, Programming & Email

WordPress web site development

Web Design

Internet Man designed web sites look great on phones as well as desktops. Upgrade your 10 year old site. Make an new impression on prospects and customers. Be proud of your site and who you are!

Internet Man web programming service

Web Programming

Cool systems where people log in to collaborate is what we do. If you’re up against a difficult web programming problems call us. If someone says it can’t be done let us know because we can do it!

Internet Man web marketing service

Web Marketing

We strategically name our web page file names because it’s the key to getting ranked. We’ll get indexed by search engines. When you’re getting hot, targeted prospects good things happen!

Internet Man Email Services

Email Services

No busy professional wants to get bogged down with email problems. Don’t tackle this yourself. Go with Internet Man. You’ll have a personal email administrator with 15 years experience!

 
farmerjohn

Internet Man WordPress Sites

We are your one-stop-shop for WordPress sites. We create daring phone-compatible sites like this one. We write them, develop the artwork, purchase the images, do the programming, and set up the hosting. If you understand the importance of a great site we’re a good match. Just call us. We’ll get you something outstanding! Tell us what you want and we’ll take care of it. You’ll have a dazzling site picking up traffic from desktops, tablets, and phones. We pay attention to your social media profile too. Top notch SEO is built into every site we do. Let us take care of you. We are protective over our clients. We’ll do our best to bring you the success you deserve!

Read What Others Are Saying…

There is only one Internet Services company that I recommend to my clients and friends… That’s Internet Man, Inc., John Mills, 714-368-1500. They do great work, very creative, e-commerce guru and fair rates…

John Gleason

I LOVE my web host. Their programming is very reasonable. John redesigned my site. They did their job quickly. John Mills is the owner and is great to work with. I like them because they have a wonderful infrastructure with backup from a top company. My site is never down. They also have many other utilities I haven’t begun to scratch the surface to use.

Steve Stein

I just spoke with my client. It looks like everything is working just fine. Thank you for your quick response time, professionalism and quality service. I look forward to referring more of my clients to you.

Nathan Lewis

You should be hearing from John Mills tomorrow. His prices are very competitive, and I have yet to hear of any complaints from other people who I’ve referred to him. When you call, he’s always there to answer the phone personally. They do e-commerce shopping carts, Internet marketing plans, search engine placement, multimedia, hosting, and back-end database management, just to name a few.

Ed Dellis

I just got off the phone with John Mills, and he gave me a quick tour of the new back-end of our on-line database system. To say it’s impressive, is an understatment. We are now LIVE and on-line with the system, meaning the registrations are dumping into the database automatically, and Visa/Mastercards are being processed automatically, as well.

David Pyles

The Court multimedia presentation Interface is OUTSTANDING!!! I love it!!!!! It’s PERFECT!! You’re the King!!!

Stephen Brown

The suite of software looks super!!! I have only been looking today, but I was impressed. I will logon from home tonight to judge the speed and response. The incredible this is that John wrote all the software to do this, so if there ever is a problem, he can definitely fix it.

Dr. William J. Devers

Just wanted to quickly say thanks for setting up the virtual directories on my website (and thanks so much for walking me through it!). I’ve used it a couple of times already to get large photo files to clients and it works like a dream! Again, just a thank you for the awesome job and getting my act together.

Susan Burt