It’s easy to get tangled in the web that is online marketing these days – especially as a business owner with limited time and precious resources. Paramount’s professional packages are designed to help you understand your online visibility by discovering exactly where your business should be putting greatest effort. But we thought it would to start the education here by beginning with three simple definitions:
Organic Search refers to search results returned by the mathematical formula used by Google and Bing to rank websites in order of importance and relevance—regardless of where that search is being performed or whether the searcher is looking for a business near them.
Local Search refers to the results returned by Google and Bing for searches containing geographically related keywords—or queries that a search engine believes have a local intent. Local search engine optimization (local SEO) involves a series of techniques designed to increase visibility for businesses interested in ranking for keywords within a specific geographic region.
Social Media refers to any web-based technology that is primarily designed for communication with—or about—particular topics or businesses. Think of it as a new-age word-of-mouth marketing, but online instead of in the offline world.
How these integrated facets of online marketing fit together:
The graphic above shows how each of these is meant to represent the influence of both organic search ranking markers (factors related to your website) and social media contributors on your communities local search results. Social media factors can be anything from your “fan” engagement on various platforms to reviews left for your business at Google+ , Facebook, Twitter, Yelp, Foursquare, and other applicable sites around the web.
In order to succeed in local search, your company should be participating in both organic search and social media activities. Notice that the yellow oval for Local SEO search extends beyond the blue and green circles of organic search and social media. This means there are some additional tactics specific to local search that don’t apply to the other two kinds of marketing.
Google, Bing, and the other search engines have completely remodeled how we learn, how we shop, how we interact within our local communities and even how we collaborate. Google alone handles more than 100 BILLION searches PER MONTH around the world. Of those searches,
- 4 billion desktop queries per month in the United States alone have local intent .
- 50%+ of mobile queries have local intent.
- Roughly 15-20% of all searches are mobile .
From these numbers, we can figure that there are approximately seven billion unique local searches per month on Google in the United States.
Google, Yahoo, and Bing are all currently returning local results that have surpassed traditional print Yellow Pages and, in many areas, cemented their usage as the preferred method for discovering local businesses and local information. As of March 9, 2009, Google began showing local results for generic queries, meaning that Internet users no longer need to include any city or geographic terms in their search to be shown results that are local to their location.
Additionally, mobile search is absolutely pandemic. Mobile local search volume will surpass desktop local search volume in 2015. Mobile searches primarily pull their results from local search engines.
This means the potential for your business to succeed with proper local search is enormous.
Give us a call or We’ll call you! Just reach out with your question, we’ll be happy to help.