Search engine ranking algorithms are increasingly placing emphasis on local businesses. According to Google, 20% of searches conducted are for local businesses. If you’re a small business and you haven’t registered on local search engine platforms like Google Places, Bing Business Portal and Yahoo Local , you should do so today. Here are some tips and information on using these services:
Location-based platforms like Yelp! and foursquare are great ways to create traffic to your business and can often produce SEO benefits. Both of these platforms allow users to “check in” when they are at the business using their GPS-enabled smartphones. Many businesses offer customers discounts or special deals when they “check-in” – for example, when checking into a restaurant, a patron is offered a free dessert.
As is the case with the local search platforms, both Yelp! and foursquare offer users the opportunity to post reviews of the business. A large number of good reviews will drive traffic to your business. Conversely, bad reviews will keep customers away. For better or worse, this is the paradigm in the age of social media – word of mouth has been accelerated and amplified by technology.
Most of us are using social media to connect with potential buyers, vendors and influencers on-line. As these relations develop, consider taking it a step further: invite your social media contact to lunch or coffee. While technology has taken the research and qualification portion of the business buying process online, most buyers eventually work with human beings as they complete their purchases. Take your social media efforts off-line to add the human dimension.
To summarize, technology has made it much easier for small businesses to compete with national and international enterprises. Search engines and social media platforms are actually providing advantages to local businesses – make sure your business takes advantage of them.
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