Google Local Search

by The Boomer Gal | Jun 26, 2012 | Marketing

Google Local Search

There has been a lot going on with Google local search lately. Maybe you’ve heard the uproar all along Main Street USA, but if not, here’s a little background.

Local search is a rather new phenomenon to small business marketing. You may have heard it referred to as local search engine optimization or reputation management. No matter what the insiders call it, the bottom line is, it’s revolutionized small business marketing at the local search level and given a distinct advantage to Main Street.

It all began in November of 2010 when Google recognized that 30% of it’s users were forcing the algorithm to return local search results. Google wisely decided that if 30% of users had figured out how to game the system, then how many more users might want Google local search results rather than broader more global results.

That’s when another Google generated shift occurred that forever changed marketing at the local level. And until recently, that system which we called local search generically and Google Places at the behemoth level, put local small business locations on page one of the search results. This was done not just as a courtesy to you and I, but also so that Google could grow it’s virtual real estate.

Google gave every local business that you might find in every Yellow Pages in the nation and the world, a page on the Google website. (Hence the rapid demise of both Yellow Pages and Super Pages). It was GENIUS! But what was once just user centric embraced feedback and interaction has turned into a multi-billion and perhaps trillion dollar marketing opportunity.

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Reputation Management

by The Boomer Gal | Oct 27, 2011 | Marketing

Reputation Management and Local Search

In my consulting practice at ikalynn (shameless plug) the first service that we offer new clients is what we call a Local Search Campaign.

In a nutshell, a local search marketing campaign applies the concept behind the old telephone directory to the new online model of searching for a business. Fifteen years ago, customers always looked to a phone directory to find local businesses to engage. But a paradigm shift occurred in how we all search for information which has resulted in the death of the telephone book and many other print media types. We all know that new model is the internet.

However, the impact of the internet on the print media industry is not actually what this post is about. It’s merely background for the real story.

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