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Search Marketing - How You Get Found

How do your prospects find you?

By last year, 54% of Americans had substituted internet local search for phone books, and the explosive growth of mobile has increased that dramatically already in 2010.

If they can type what they want into a search engine and find what they need, then they don’t need to go through the 100 pages of ads in the Yellow Pages. They can check out the options, including photos, maps, hours and more in an instant!

Which would you prefer? In the Yellow Pages, your ad site is right there with all of your local competitors! But in the search engines like Google, Bing, and Yahoo, you can differentiate yourself from everyone else and draw your prospects in like a magnet.

With an SEO optimized site that’s supported by a consistent local search marketing program, when your ideal client is looking for what you do, they find YOU, not your competitors.

So if your targeted prospects are switching to search engines over conventional Yellow Pages for their local search, don’t you think you should, too?

That’s very powerful for your business!


Search Marketing Map Organizes the Local Search And SEO Labyrinth For Your Search Engine Ranking Domination.

Search Marketing to delight both the search engines and your target market, to drive them to your website and through your door… It can truly be daunting.

So here’s a Search Marketing Map courtesy of Overdrive Interactive to organize visually the many aspects of this monumental effort. The websites and tools shown are just a representative few; the list is ever longer and always expanding!

Map of Search Engine Optimization Marketing Sites and Tools

Search Marketing Map For Effective Local SEO

Want to use this map as a guide? Go to this Social Media Marketing Map page to download both the Social Media and Search Marketing Maps from Overdrive Interactive in PDF format, so the links will be live (clickable).

Want to see an expanded version with more websites and tools? Go to Overdrive Interactive’s Search-Map.

And now you can see why you need to outsource your Search Engine Optimization and most Social Media Marketing to internet presence specialists (such as the team of Florida Local SEO) … so you can focus on your business!

P.S. – Special thanks to Your Director Of Marketing for first sharing the Social Media Map with us!


As local businesses start to optimize their webpages for search engines and customers alike – and learn to use the best keyword search terms their prospects use, with a consistent plan for both on-page and off-page SEO – the new “level playing field” can even tip the advantage toward the small business. YOU get the new customers!

If you do this right, and they do not, then who do you think will dominate the first pages of the search engines for the keywords your prospects are using in their searches for what YOU offer? (Even when you are offering the Fortune 500 company’s own products.)

And who will the prospects then choose to do business with?
Why you, of course!

It’s not a matter of deep pockets. The mega-bucks shelled out by Fortune 500 companies for PPC advertising is largely wasted. These companies jointly spend millions of dollars daily on 100,000 keywords. But shockingly, only about 25% of Fortune 500 keywords even rank among the top 50 natural search results. (Conductor Research, Q4 2009 Report)

Even with all the metrics available, they just don’t “get it.” The study found that more than 50% of the Fortune 500 companies had nearly zero search engine visibility!

32% had “very low” search visibility, while 14.6% had “low” keyword search visibility. A mere 25% managed to show up in the top 50 search listings for a keyword, product, or service. How bad is that! Your goal is to get several page one listings, to be highly visible for people searching your local area for what you have to offer. So with the Fortune 500, you can “eat their lunch!”

The solution for these Fortune 500 companies?

It’s the same as for anyone. They need for each of their business lines or product lines to apply sound keyword research (like we do). Then they need to use the most relevant and popular of those keywords strategically placed on-page, in the site’s metadata, and in hundreds of anchor text backlinks from social news (e.g., press releases published across the web), social media (e.g., videos published to YouTube and 25-30 more sites), social bookmarks (e.g., delicious and Digg), good content (e.g., articles published across the web), and in fresh content on their sites (e.g., blog articles) – or else they have no hope of showing up (much less dominating) competitive search terms when people type a phrase into a Google search (“organic search”).

They need the same SEO services package we offer to you (and we do most of if for you, so you can run your business). It would save them a ton of money from their current PPC advertising costs. Their listings would be more targeted to the searchers’ actual queries, and their conversions would increase, generating more sales and profits.

But even when they get good keywords for their paid search (sponsored search ads), the research shows they fail to use those in SEO campaigns. They pay thousands monthly for computer services. The geeks they hire probably know the technology well (Hey, I admire and need the skilled technical people!) – but this SEO world with its vast interrelationships of disciplines for blending online and offline marketing with sophisticated, ongoing market research and tracking, plus proprietary automation technologies to get the message out there in hundreds of places – is another universe to them. To most of their traditional marketers, too. Overwhelming.

Perhaps, too, it’s a cultural problem for them. For once, they cannot buy their way to the top, as in paid search where they just up the ante for a keyword (and pay through the nose). Why can’t they simply hire SEO experts to optimize key webpages, outsource content production (even though they would surely overpay again), and have the SEO and website traffic experts get all that optimized content out there?

See, now you know that YOU are way ahead of them… poised to profit as one of those for whom a deep recession makes fortunes. You know to seek affordable, impactful SEO help and to laser-target searchers’ buying keywords to your location, products and services. In the game of local search, the people find your local business, not them, and … YOU WIN!


So often I hear, “Why do I need search engine optimization for my business? I’m a local business, the brick-and-mortar type, not an internet company. I’m not even sure just what SEO is anyway.”

Local Business Owners Doing SEO

Local Business Owners Do SEO

Point blank, here’s why it’s important for you to optimize for the search engines.  With the billions of pages published on the World Wide Web, your own website, services and products can be buried under a mountain of webpages and never found by your prospects and customers without it.  And if you don’t optimize, just remember: Your competitors will!

Make no mistake about it.  This is not a flash in the pan, but an established and rapidly growing trend. Your prospects and customers ARE searching the internet.  In fact, according to a Nielson study,

81% of customers are going online first when seeking information about a local business.

And you want them to find YOU!  Otherwise, the shiny lures of your competitors will be dangling right in front of their faces.

Consider, too, that with over 2.6 billion local searches each month, the internet has long since passed newspaper advertising and print Yellow Pages for prospects seeking local consumer service information. And online search volume is growing by leaps and bounds. Forget advertising in print yellow pages; clearly the medium has changed. It’s now the internet, and what a massive directory it is!

So if you’re not there and positioned to dominate your competitors in the search engines, you won’t be found.  Period.  Then it won’t matter how excellent your products and services might be, how alluring your website, or how much knowledge and heart you pour out on your pages.  You won’t be seen!

Now put yourself in your customer’s shoes. You want to know about a particular subject or to find a specific product, so what do you do?  If you’re like most people, you type some words representing your question, like “cosmetic surgeon Gainesville FL” or “Nike running shoes” or “Italian restaurant Tampa Florida,” into your browser bar and look for the suggestions that display on the page.

But how does the computer know what sites and links to display?

It uses a special site with highly sophisticated search technology we call a “search engine” – such as Google, Bing, Yahoo or one of many others you may have set your computer up to use.  The engine searches the internet based on the words you type into your browser (known in the industry as “keywords”).  It keeps an index of words and phrases it finds on webpages across the internet and matches them to your query.

But what if there are thousands or millions of pages that have the words you or your prospects might be seeking? (There usually are.)  How does the search engine rank all these websites and webpages and select which ones to display, in what order, and who makes it to Page One?

Page One – That’s where YOU want to be!

The rules of the game on the internet are the same as for a walk-in local business:  it’s location, location, location!

Page One in the search engines IS the most prime internet real estate.  Page One listings appear to searchers (your prospects) to be the best and most reliable sources for what they want – like a vote of confidence.  And who doesn’t want to go for the best, the most trusted? So those listings get by far the most clicks – and that means the most website visitors -  AND the most potential customers through the front door.

Face it, though.  It’s time to roll!

Google is highly competitive, and it’s getting more so each day. There were only 10 business listings on Google’s first page, but now Google’s local maps and universal search take up three, leaving only seven spots in this untra-competitive environment. This competition will only intensify as all the businesses who don’t have a real clue today about these things start to wake up – and run hard trying to catch up.

So those businesses who establish their base now and consistently build upon it – like laying bricks, one by one – will create a wall that competitors will have difficulty matching or scaling down the road.  There’s a window of opportunity to get ahead of the pack, to cement your fortress position and continually reinforce it, making it almost unassailable.  But it’s a narrow window, and  it will soon get tougher.  Much tougher.

So how do you get ahead of your competition and stay there?  How do you convince Google and the other search engines to give your website a high ranking?  And better yet, how about multiple Page One Rankings?

Through Search Engine Optimization, or “SEO.”

Simply put, in order for your local business to survive and thrive in today’s evolving, competitive environment, your customers must be able to find you quickly, and your prospects must eye you at or near the top of the search engine listings.  So heed the American Express Card marketing slogan, which I paraphrase for SEO:  “Don’t leave your business home without it!”


Contact Me

Margaret Hampton
Florida Local SEO
987 N. Suncoast Blvd. #200
Crystal River, Florida 34429

Serving North FL, Central FL, West FL
Contact Via Email or (352) 505-9871


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