Leading Locally

On Monday, Econsultancy released its latest UK Search Engine Marketing Benchmark Report which surveyed more than 600 client-side digital marketers and agencies and found out lots of them are focusing, or planning to focus, on locally targeted paid search and mobile search for their marketing plans. The highlights are here, and you should read them. It doesn’t matter if you’re what kind of business you are or how national, or global, your reach is. Local marketing is going to be important to you.

There are some types of businesses who should take advantage of this technology as a matter of course: retailers, entertainment venues like restaurants or clubs, and real estate are some examples. But what about something like an investment firm?

Think this one out: someone is sitting in a restaurant talking and thinking about switching investment firms. She takes out her iPad while she waits for her food to come and searches for investment companies. The search engine already ranks her results based on her preferences, including her location, so when it delivers a list of firms, it also delivers a map of her city with the locations of offices that have paid to be highlighted. Maybe one of those locations is two blocks from where she’s sitting, and she realizes it would be on her way home from work every day. Now that firm has a huge advantage.

The internet has already pushed everything down to the local level, but that pressure is only going to increase. That pressure has already, and will continue, to also wreak havoc in an industry near and dear to my heart: news. Last week, Google launched News Near You, that ReadWriteWeb said could potentially wipe out the exploding hyperlocal news segment (think Patch from AOL). SearchEngineLand reported that Google wasn’t the first to break into this segment – and might not even have the best product (yet) – but I’m confident that the most widely used search engine will become one of the most widely used resources for local news in the near future.

And perhaps the most widely used resource by consumers looking for places to spend their money.


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