MediaPost Publications Localized Search: A Threat to SEM? 05/18/2007

	ADVANCED SEARCH
Home > Search Insider

Localized Search: A Threat to SEM?

by Heather Frahm, Friday, May 18, 2007, 9:45 AM

SHARE

TOOLS
PRINT COMMENT	SUBSCRIBE RSS

MOST READ

It looks like 2007 will be the year when localized and personalized search really take off. Analysts are forecasting billions of dollars in ad spending growth and new players like BooRah and Oodle are striking lucrative deals and securing funding. From Google to Microsoft to AOL, the big players are also concentrating on developing local and personal search capabilities, pointing to the fact that this is not simply a trend. But what are the implications for online marketers? Organizations have finally started getting a handle on search engine marketing -- only to have it change on them. The fact is, localized and personalized search are a danger to SEM campaigns.

Both local and personalized search extend the "what" of typical search to add the "where" and "who." Geo-location techniques help search engines tailor for local and personalized search. In fact, if you have a Gmail account, you will see personalized and local paid search items based on your email content. What users may not see, however, is information from companies that span multiple geographies, who are at risk of losing ranking spots to more regional or personalized search algorithms.

With the rise in popularity, I think it would be particularly timely to take a look at how organizations can revamp their SEO strategy in this changing search landscape.

First off, you'd better make sure your Web site is fully optimized for content and is search engine "friendly" to begin with. Make sure that the company name, address and contact information (complete with city, state, zip) are on every page on the Web site.

Once your site is optimized correctly, start tackling localized search by making sure you are maximizing your presence on the mapping services like Google Maps, Yahoo Local and MSN Live Local. For example:

Sign up for Google Local Business center. Google sends out a postcard with a unique pin to the address of your business to confirm that you really are there. Then you complete the registration online to be listed in their index. Make sure this information stays current by updating your account when information changes (e.g.. fax number, address, phone number, etc.)

Use AdSense with geo-targeting and create a Google Local Business ad. Geo-targeted ads are served next to Google Maps right above the Google Local Business results. Having a presence in the Paid slot, the organic local slot and a pointer on the map increases the likelihood that your link will be clicked.

Another key factor in your quest to dominate localized and personalized search results is to ensure you are listed in local-specific search engines like Yellowpages.com, Verizon Superpages, Citysearch.com and AOL's City Guide. How?

Most of these engines offer free and premium listings. At the very least, search the free listings to see if your business is already listed and ensure that the information is correct.

Consider a premium listing to maximize visibility within that search portal. Premium listings are usually inexpensive, and as in regular search engines, the ads are placed above "natural" results.

Another simple yet valuable tip is to get involved in any local online outlets. For instance:

Does your town have an online version of its print newspaper? Chances are it has a business directory. Most listings are free.

How about the local Chamber of Commerce? Most have a business directory on their Web site. If you live in a small town you may have to write, call or physically go into the Chamber's office to get your business listed, but the exposure will be worth it.

So what's the point of all of this? Research shows that local searchers are more qualified and ready to buy than broad searchers. For example: A user who searches for "used mountain bikes Burlington VT" is probably a lot closer to conversion than a user who searches for " mountain bikes."

Local businesses with little or no online authority can quickly outrank top brand and search competitors for their geographical area by using local search. Which is great -- unless you're MegaBrandX and you've spent millions on your Web site, only to see conversions drop off in six metro areas because of local outlets. With a projected growth rate of 80% per year over the next three years, local search may give SEO a literal run for its money. Big brands, who are already building multiple geo-specific versions of their Web sites (think Nike Running Boston, Nike Running San Francisco, etc.) will suffer the most if they don't step up to fully optimizing for local markets.

It has been said that search is the great equalizer for online businesses, but local search may just tip the scales in the favor of businesses that tap into its full potential.

This commentary is insightful. I recommend it to others.

6 comments on "Localized Search: A Threat to SEM? "

Jim McDonald from Dallasbaby.com

commented on: May 29, 2007 at 6:51 PM

Wrong URL: Dallas Baby Blog.
Jim McDonald from Dallasbaby.com

commented on: May 29, 2007 at 6:48 PM

Ahhhh, having worked for a large internet yellow page company (in the Dallas, Tx area) I can say that these companies are soooo in bed with G, Y, and M. and that the online landscape is all part of the same muddied-up pool of effort. To argue that localized search is a threat to SEM is ludicrous. I happen to know that this large local-search company happens to spend millions on SEM to get traffic to click through again on their site. The two biggest take-aways from this article is to remember how close peeps are to giving you money when they perform a local search, and that many online local search listings and profiles (that you can optimize) are FREE. I take it a step further to purchase local domains such as my Dallas Baby Blog.
jd francis from sportrating

commented on: May 20, 2007 at 9:46 AM

Although I am doing as much as possible performing SEO duties this is one more to add to my projects. http://allsport.allsportrating.com
Randy Duermyer from HelpDocuments.com

commented on: May 18, 2007 at 12:52 PM

Heather This is all well and good and I like your suggestions. However, what about those businesses like mine who are not trying to attract local clientele? Everything seems to be slanting toward building local communities, but frankly, virtual businesses like mine don't need to restrict themselves (and in my case, would prefer not to) to local clients. I'm wondering if this isn't going to open up a potential niche for global search engines/directories that aren't skewed by local or personalized results.
Andrew Katz from YELLOWPAGES.COM, LLC

commented on: May 18, 2007 at 11:00 AM

Is anyone familiar with YELLOWPAGES.com out here? Curious as to the thoughts are this site and it's partnerships, traffic, usability, and future.
steve plunkett from M/C/C

commented on: May 18, 2007 at 10:52 AM

Local search will not give SEO a run for it's money.. Qualified SEO practitioners have been using it for years... the firms that rely to heavily on PPC are the ones that now must jump through hoops to figure this out.. HINT: you are about 2 years behind.. i.e. yahoo! local and AOL local..
Here are 10 other things that should be a no-brainer... unless you rely on PPC and consider that "Search Marketing" instead of "Search Engine Online Ad Spend"
http://www.mccom.com/technique/article_3.html

You must be signed in to comment. Sign In

Do you have strong opinions and inside knowledge about the topic of this article -- and do you want to share your insights, observations and points of view regularly with the readers of MediaPost? To be considered as a MediaPost contributing writer, please send pertinent info about your credentials, plus several column ideas and one example of your writing on the topic, to pfine@mediapost.com. Please see our editorial guidelines here first.

HEATHER FRAHM

Heather Frahm is CEO and co-founder of healthcare SEM agency Catalyst. Check out her blog at http://catalystsearchmarketing.com/blog/

AUTHORS

» MediaPost Publications Masthead

6 comments on "Localized Search: A Threat to SEM? "

Leave a Comment