Everyone’s Going Local

The Internet was (is) revolutionary because the World Wide Web allowed immediate access to virtually any corner of the globe. It opened commerce and communication in unprecedented ways. But now, giants of the Internet world are going local. They are refocusing their considerable energies and resources on a smaller scale. Prior, the goal was to allow a user in one city to find information a world away. Today, the goal is to help him access information in his own backyard.

Google’s Susan Wojcicki told the Wall Street Journal: “How can we enable you, when you’re walking around, to find out the best local offers around? As an advertiser, how can I find out if someone saw my ad and went to a store? The local market is a huge market, we’ve always wanted to be in it.” And they more certainly are with Google Place, Google Maps for Mobile and Navigation, the local product search option, Click2Call ads, AdWords location extensions, and more.

Yahoo is throwing its weight into the local market as well. This week, they launched the beta version of local mobile search in order to deliver “hyper local” information for mobile users. Among the benefits: local news and information that is designed to deliver content created by local publishers, blogs, and newspapers; Local Offers, which provides you with the best offers from local businesses; and geo-informatics to deliver targeted content.

Business had to worry about competing in a global marketplace; now they have to think about competing in their own neighborhoods as well. Optimising for local search involves some basic SEO techniques, including savvy keyword use. But also make sure to use content relevant to those in the broad community. Encourage reviews, which show up in Google Places and may play a larger role in general SERPs in the near future, and claim your listing in Google Places. Narrowing in on the focus of your content can help you expand your business’s success.

Leave a Comment