SEO, PPC and Local Search Services

Third Party Data Providers

There are many companies, such as InfoUSA and LocalEze, that specialize in data pushes. In a data push, critical profile information from several companies is “pushed” to a large number of local online directories. According to LocalEze, “Nearly 2 billion local online searches are performed on a local search engine or local business directory by consumers looking for qualified local businesses selling the products and services they need.” Using a third-party provider is a simple way to reach these customers.

Cost:

You should shop around, but typically these services run around $200 per year.

Pros:

Third-party data pushes allow you to be listed in a lot of different places (LocalEze features over 85 search partner channels) with little effort. You can also customize your profile with focused categories, hours of operation, payment information, a link to your site, and even your business tagline.

Cons:

Once you include your business information in a data push, it can be difficult to maintain control of it. While most companies will allow you to update your profile monthly, those changes can take awhile to populate throughout the various databases.

Enhanced or Premium Listings

Enhanced or Premium listings are available through companies such as Citysearch, Merchant Circle, InsiderPages, Best of the Web, Kudzu and others. These services allow local businesses to purchase business listings on sites frequented by users doing focused searches for your product or service.

Cost:

These services use different pricing models that cause prices to vary. Citysearch, for example, uses a pay-per-view model where advertisers pay each time their listing is viewed, depending on the market and offering. Other services charge a monthly fee (usually around $20) for your listing to stay active.

Pros:

Using enhanced or premium listings allows you to advertise in one or more business-related category, add product photos, list business hours of operation, offer online marketing promotions, and even respond to user reviews. Updates to your profile can be made easily and quickly.

Cons:

If you have multiple locations, you’ll typically have to pay separately for each one. In some instances, such as CitySearch, visitors may or may not opt to visit your website. In order to use enhanced business listings effectively, you are responsible to monitor and update your information as it changes.

Sponsored or Pay-Per-Click Local Advertising

With sponsored or pay-per-click advertising, you create customized ads that will appear to searchers in locations you’ve defined who are searching on specific keywords you’ve selected as relevant to your business. Major search engines such as Google, Yahoo, and MSN offer highly customizable pay-per-click services.

Cost:

The cost for sponsored search advertising varies greatly based your location, keywords, and pay-per-click competition in your area. For some keyword searches, you may pay only 50 cents per click, while others might require up to $5 per click. The good news is that you only pay if a searcher clicks on an ad and makes it through to your site. It’s like mailing thousands of flyers and only paying for the ones that get read! You set a specific budget to keep your costs under control.

Pros:

Sponsored or pay-per-click advertising gives you a lot of control over who sees your ads, how much they’ll cost you, and even what page on your site visitors will land on. Updates to your pay-per-click campaigns can be made as frequently as you want and take effect immediately.

Cons:

While most of the search engines provide tools that allow you to quickly create pay-per-click campaigns, a truly optimized and high-performing campaign requires use of advanced techniques that can take a lot of time to master.

Online Yellow Pages Listings

Internet Yellow Page Directories such as Yellowpages.com and SuperPages.com are online versions of traditionally printed Yellow Pages. As the thick printed books continue to lose their appeal, their online versions are becoming the go-to sites for consumers looking for local businesses and services.

Cost:

Fees for online Yellow Page listings can be costly, sometimes around $700 or more per category depending on the product or service, and must be paid out as a yearly contract.

Pros:

Local Yellow Pages advertising allows you to use 800# tracking, have your own web page, and list detailed information about your products and services. Often, your listing in an online Yellow Pages channel will be distributed to other sources, giving you exposure beyond the single source.

Cons:

These services usually require you to pay separately for each category you want to be included in, and you are required to sign a year-long contract, sometimes being required to pay it all at once.

The best local search solution for you will depend on your unique circumstances, but chances are you’ll see the best results when you use a combination of strategies that will allow you to reach the customers you’re looking for – the ones that are looking for you! Like any marketing strategy, the most important thing you can do is track all your leads – whether it’s a online form that’s been filled in, a telephone inquiry or a walk-in customer, you need to know the source of all customer traffic. As with most things online, the opportunities are endless!