Marketing Articles

Internet Marketing - Location

As a small business, it is important to reach local customers. This is especially true if you provide consumer products or services. In real estate, people like to say the three most important factors are location, location, and location. However, small businesses often forget this important factor in online marketing.

Location and Search Results

Search engines like Google and Bing are built on the premise that their job is to answer people questions by directing people to the best answer they can find. Google then is responsible for understanding the question and finding the best answer. If someone is looking for a restaurant, dentist, or some other business that provides its goods or services at or near its physical location a search engine will provide local results. This means that if you type “dentists” into a search engine one of the things that will be shown will be local dentists.

This is important for several reasons. One is that you need to ensure that search engines know where you are located. One of the best ways of doing this is to include the physical address of your business on your website and to have that address marked up with schema or JSON.

It is also important to claim your businesses listings on search engines and prominent business directories like Yelp, and ensure the address is correct.

Location and Internet Marketing

Now, there are areas other than search results where location matters. One of the primary areas is paid advertising. There are many different places where you can pay for advertising online. Google, Bing, and Facebook come to mind. However, if you are a local business, paying for ads two states away may not be very effective. Be sure to target your ads to the locations that provide the majority of your customers.

Target Your Location

If you are a local business you are by definition ‘local’. This means that you need to target your marketing to your location. It is vital that you ensure that your website, search results, business listings, paid advertising, and social media reflect this.

Often location is an afterthought. Make sure that it is prominent when working on your online marketing strategy. It is an important factor in being found as a local business.

This article is part of a series on the Six Key Areas of Internet Marketing. We highly recommend reading all of the articles in this series.

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