In the world of Internet Marketing, algorithm’s dictate what the changes and trends will be. Though it’s not new, unique, or groundbreaking Local Search is the search of tomorrow. In Portland, OR we have a Local Search legend by the name of David Mimh who has served me the Local Search ‘Koolaid’ for over a year. I’m happy to say I’ve never turned down a glass and I’m glad I didn’t waste a drop because Local is becoming mainstream.
Dan Patrick may refer to ESPN as ‘The Mothership’, but I’m here to tell you that if ESPN is catching on it’s becoming mainstream. ESPN recently released ESPN Local with local sites for Boston, Dallas, and Chicago so far. The fact of the matter is people want to know what’s going on locally and with newspapers dying each and everyday the Internet is the easiest way to find local information.
Other locally focused sites like PDX Pipeline provide information about music, art, events, and entertainment. It’s only a matter of time before consumers stop reaching for the yellow pages and reach for their keyboard if they’re not already. The great thing about the local space right now is its not saturated like the Organic Search rankings. It would be nearly impossible to rank inside the top 10 for the search query ‘Mens Clothing’ organically, but could be obtained with a little effort in the Local Search listings. That’s because the algorithm’s are completely different.
The goals of Local vs. Organic are very similar, but the tactics and strategies are completely different. Depending on the city you live in it’s possible you could become the top ranking result for your Local Search terms in a matter of hours vs. three months or longer for the Organic Search listings. To put it simply the Local Search sphere isn’t as saturated as the Organic Search sphere leading to quicker results.
A great example is a local Portland Music Academy that I work with called Cadenza Academy. We’re currently working on redesigning the website and implementing Organic Search tactics, but in the mean time we can reap the benefits of the Local Search algorithm. After claiming and optimizing Cadenza’s Google Local Business listing we were able to rank sixth for the Local Search term ‘Portland Music Lessons’. This change has produced a 20% increase in site traffic just from creating a local business listing!
The down economy has produced a surplus of small businesses hoping to catch the wave and reap the rewards before it becomes high tide. If you don’t feel like spending thousands on professional Search Engine Marketing you can take the same route Cadenza Academy did and just go local. They’ve already seen tremendous benefits and you can too while Local Search is still under the radar. Get in before it’s too late, the future is now and Local Search is the secret to your success.