New Internet Technology Helps Local Businesses Connect with
article submitted 04-28-2004
Google implemented new features to help connect its search engine users with their local businesses earlier this month. The new technologies give local business a breakthrough ability to interact with their customers via the Web.
The new "plus zip" technology provides users with a list of local results positioned at the top of the page, above the standard results. For example, the following list is returned when a user searches for "pizza 44720."
In addition, Google added the ability for businesses to target ads geographically, so that they are only shown to searchers in a specified local town or region.
During the last four months, "local" search technology has grown, making it easier for consumers to find neighborhood businesses. Recent studies by X show that 35 percent of online search activity is shopping-based: of those, 25 percent of are looking for local businesses or products. For small businesses that previously hesitated to advertise online because of the inability to target, this means that it's the time is right: the new ability allows you to control where your ad is shown, as well as your marketing budget.
So, how can your business start growing its business on the Web? With plenty of marketing savvy and an element of entrepreneurial spirit, these local businesses achieved success:
- One local jeweler allows visitors to submit credit applications online. The company receives about 20 - 25 applications per month.
- A local tanning salon features monthly discount coupons on their Web site. The salon averages 1,400 visitors and 1,200 coupon downloads each month.
- A local Chamber of Commerce is growing membership by exposure in the top spot across multiple search engines for its neighborhood. It allows new members to register online, and promotes upcoming events.
- Local Landscapers implemented an on online newsletter for current and new customers. In one month, 62 visitors subscribed for the newsletter and many others completed a form requesting help new summer projects.
This is just a small sampling of how some of our Northeast Ohio-based businesses are leveraging the new local search features to grow business. They're experiencing the benefits of a solid Web presence, combined with the new technology. If you'd like to do the same for your local business, contact The Karcher Group at 330.439.6141.