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www.IndependentRetailer.com WEB WISDOM Localized Search Is Your Friend By Amy Munice ALM Communications
A FEW years ago, when the worldwide recession was grab- bing the headlines, the way search engines work changed in a way that handed indepen- dent retailers, or any business primarily selling local, a huge bonanza. Your company has ei- ther been taking advantage of what is known as the “localized search algorithm” phenomenon, or you have been losing out on a potentially game-changing busi- ness opportunity. The good news is it isn’t too late to get started. Here is how localized search al- gorithms work: I’m writing this article near
downtown Chicago, and if I googled, “Thai restaurant,” my search results would actually be quite distinct from those that I would get if I went into an Inter- net café on the city’s far north side. Similarly, if I googled (or did my search in Safari , Bing, Yahoo etc.) something like, “stationery” or “women’s clothing boutique,” or any similar retail item that your business might be selling, my search results will help me fi nd you, if I was in close prox- imity. What this means is that in your location you have more than a fi ghting chance to be just as visible as a large chain or box store. Search engines are not do- ing this because they favor your type of business model; rather they want everyone searching to
fi nd exactly what they want with the least fuss and bother, placing the items you retail on the same level playing fi eld (search-wise) as any other business in your lo- cation. (Note: This is good news for independent retailers on how localized search algorithms im- pact online marketing, but is not always great news for global companies in the B2B space.)
A TO-DO List to Make Localized Search Algorithms Work for You
How can you make localized
search algorithms REALLY work to your company’s advantage? Here’s a short to-do list:
1) Search engine optimiza-
tion service plans must begin with getting your company list- ed EVERYWHERE. That will
mean getting you listed with search engines that rate local companies too. Years ago that might have taken some time, and would have required some outside help. Today, there are services where you pay once and spend a limited amount of time to get listed everywhere in your location. Because such one-stop services exist, even if you are en- listing an outside search engine optimization consultant to help you, this involves minimal time and minimal cost.
2) Use very targeted AdWords
tests in the locations you are try- ing to draw customers from, to ensure that your approach to web and design is really working, before you spend a lot of time and money on further website optimization efforts.
3) Make full use of ALL the
free services that are out there to help you gain local visibility, such as Google Places.
Amy Munice is president of ALM Communications, now also d.b.a. Global B2B Communications, www. globalb2bcommunications. com and Web and Design Science, www.webandde-
signscience.com. Contact Ms. Munice at info@ globalb2bcommunications. com, or 773-862-6800.■
INDEPENDENTRETAILER.COM for Industry News & Updates August 2011 141
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