There are also some things that pop up in local search that need to be addressed and managed to make your campaign a success. Some of these things include regional name for products, such as pop vs. soda, knowing these regional differences can help you expand your keyword search terms for different regional differences.

Another pitfall to be aware of in local search is names for localities depending on the user's perspective, often times what you think a name for a location will differ from what the locals really call it. For example a user in Chicago may search for Dim Sum in the “Loop” vs. a visitor to Chicago who searches for Dim Sum in “Downtown Chicago”. Understanding local references will help you reach all of your targets, locals and non who you hope will see your advertisement.

Is Local Search For You?

You have done all the research, you have compared traditional media to online media and specifically local search, you have researched how to get to the exact user you are targeting and now you think you are ready for local search advertising – yet there is one question you need to ask – Is local search advertising good for my business?

There are certain businesses which can really profit from advertising on local search engines, some of these include anything service based, attorney’s, doctors, dentists, etc. Others include golf courses, local B2B terms, especially industrial terms and certain restaurants, like specialty restaurants (Greek Diners in 60614).

“Service based businesses can really see a huge advantage in the local search space, states Baillie, “anyone from a plumber to a cosmetic dentist can be found on the internet and positioning yourself in local search categories can help you reach your key potential customers.”

Some businesses such as gas stations, grocery stores, and general restaurants are not good candidates for local search advertising.

Where do I go?

As local search expands there will be more players vying for your local dollars. Obviously the major search engines such as Google, Yahoo, and MSN have all launched local search to their general search engines. There are also Internet Yellow Page options such as Yellowpages.com, Superpages.com and Dex. Pure Play local search engines are search engines specifically designed for local search and those include sites like TrueLocal.com and Local.com.

As you can see there are many options and the options will continue to grow, however finding the right advertising model and engine for you depends on the business you operate and the customer you are looking for so it helps to do some comparison shopping.

Local search is on the rise and as a small business you need to understand how you can compete in the space. Local search is a relatively inexpensive way to reach your potential customers and track the way they find you both online and how they reach you offline, via driving directions and phone calls. Just remember that local search requires a little research and understanding of search terms to truly maximize your marketing dollars – once you have a good grasp on this you will be able to grow your business within the local market in which you operate.

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