What is Local Search & How Well Is Your Carlsbad Business Represented?

We could get into a whole Pandora’s Box of existential esoteric search engine speak about local algorithms and spam review tactics, but just like when Johnny Utah dropped in at Latigo…that would be a waste of time.

The fact remains, people use Google to search for local goods and services right here in Carlsbad. Lots of people.

Let’s break down local search like this:

You search Google for ‘fresh strawberries’, I search Google for ‘fresh strawberries in Carlsbad.’ ('in' doesn't matter)

Generally speaking – even though Google knows full well where we’re searching from despite our browser settings – your search generates results from across the world, where my more locally targeted search generates fewer but more geospecific results.

This changes accordingly and sometimes locality is implied with certain searches like “restaurant” or “nail salon”...or "burritos", Google and the rest of the search engines do a pretty good job of determining that for us.

Click the link (after you’re finished reading of course) to see the official Wikipedia definition of local search...and so I don’t get called out for lazy writing by today's internet hero parsing words and wasting time.

To not lose ourselves or whoever is still reading this local digital marketing diatribe, having a highly ranked presence in both the organic search engine listings, and locally targeted listings – along with any paid search engine marketing campaigns generating positive ROI – is essential to remain competitive in the local digital marketplace.

To that end, an important point to remember about local online visibility – search engine results pages change, and will probably continue to do so.

There has been blended listings and place page prominence, but how can we combat these changes as local business owners?

By having a far-reaching locally targeting evolving and adaptive sphere of influence.

That means confirming and controlling every local search engine listing for your business – in all the major search engines, not just Google.

Formally (and for now) these local sections of the search engines are: Yahoo Local, Bing Business Portal, and Google Places – we can now add MapQuest to the list too.

Mapquest is another area to plant your digital Carlsbad small business footprint and solidify your geolocation as it relates to the internet.

That’s all we need to discuss for now, we can get into geo sitemaps and schema compliant files when you need something to help you sleep…or drive you batty.

Go through the mandatory steps to confirm these search engine listings so ultimately you can control (at least as much as possible) how well they represent your business when people search locally for similar goods and services.

Or dare we say here in the land of Disney and Legoland…a tourist searches for local good and services!

These local areas of focus within the search engines are mini business profiles, complete with map listings, website links, special offers, social links, images, video, and more.

Beware – there may be several duplicate or inaccurate listings, fix them all by consolidating, deleting, or confirming as its defined by the best practices of each specific profile.

With specific regards to a Carlsbad small business, local search means having a highly visible digital footprint within the localized environments of the search engines…and the internet as a whole.

Here’s a bonus – now go set up a profile on these 5 local search sites:

1. BBB.org
2. CityGrid (CitySearch – if you have a YP.com listing it gets pulled from there…for now)
3. Angieslist.com
4. Kudzu.com
5. TripAdvisor.com (tourism?)
6. Manta.com
7. MerchantCircle.com

Psst…Google Places rankings specifically lend weight to businesses also listed in these sites…and others.

That was seven, but who’s still reading at this point anyway?

Only the opportunistic local business owners I’m sure. Besides, the knowledge around maximizing these areas is still growing and evolving.

Every one of those sites listed above should be free to publish a basic business profile – do it. And make sure your Patch profile is up to snuff too!

Then go do some research about local search ranking factors, educate yourself, and pick about a dozen more to knock out over the next month or two.

Lather, rinse, repeat.

Or, hire someone to do it for you – the right way, the first time.

Did I mention I will work for beer, range time (both), free bait, ding repair, lift tix, and breakfast burritos?