Location, location, location. What’s true for real estate is also true for local business online. While it still pays to have good parking and signage, now it’s also essential that your business and its location show up on the web.
More and more people go online to search products and services – including local business. What they find can make a huge difference in who shows up at your front door. A few years ago, a web site with one or two pages was more than enough for local businesses. You’d put your web address on marketing materials and people would occasionally visit the web site. It was like having an online brochure. Those who really wanted to push the medium would place offers or coupons on their web site.
A while ago search engines began to deliver results based on proximity. Most now have local resource centers tied to mapping applications, so users can see competing locations and get directions. Google just recently started providing a “nearby” tool to their web searches making comparison even easier.
If that’s not enough, along came the smart phones, which are geo-smart too – aware of their exact location. Search for restaurant, and they not only give you the distance from where you are – they provide reviews and directions if you want them.
But your business only shows up (or shows up correctly) if you’ve taken the time to get yourself listed. If your competitors do a better job, they’re going to show up first. And on the internet, 1st place wins big in terms of traffic and sales.
You need to “own” your internet location, and ideally be the number one listing in the surrounding area. How to do it?
- You must have a web site for your business.
- Your location must be prominently listed on your web site – ideally in the footer on every page and in a separate location/contact us page.
- Make sure your location can be found by the search engines. It has to be in text, not in a graphic.
- Register on major location sites – GetListed.org has a great tool. Make sure to include your web address and as much information as possible in your listing.
- Embed a map (see our contact us)
- Register for other sites like CitySearch and Yelp!
After you’ve taken care of the basics you can add pictures, offers and coupons – bringing the online searchers to your door.
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