SES London: Targeting Local Search

    February 20, 2007

WebProNews guest correspondent Debbie Harrison has provided us with more coverage of the Search Engine Strategies conference in London. Today’s coverage will focus on local search marketing.

Local search has more of an impact when it comes to consumers making a purchase versus national search.

John Myers of Latitude said users are 30 percent more likely to purchase a product or service when it is related to local search. Local and national searches can run alongside one another.

There are three options when it comes to Google local business ads. You can use text ads on maps, info window bubbles on maps and text only on search where regional targeting can appear underneath a Google Ad.

When it comes to local search marketing there are a number of strategies to follow.

Speaker Grant Muckle from Touch Local spoke about local search marketing tactics. Mr. Muckle said that 40 percent of all online searches are local in the UK.

When it came to tracking results 63 percent of purchases offline came from online searches. When tracking results you need to ask where customers found you, track Web site visits, actions on your site, offer coupons or special offers.

He also said there are four things to do.
· Invest in search marketing
· Understand where your customers are and what they search for
· Remember the long tail –add content to your site and directory listings
· Understand how visitors convert
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