Google, Your ISP, and Search Implications

Recently, Google has placed more importance on your local IP address when producing natural search results for certain broad search terms.  Google is showing a map and the top 10 local listings within the organic search results.  You don’t have to add a city name or zip code to find local listings as before.  Here’s a sample search for “lawn mowers.”  I live in Morton PA.

From a Marketing Perspective

1. Local businesses who target local markets can now be exposed for broad queries.  Any SEM plan done for small businesses needs to incorporate local business inclusion through Google’s Local Business Center. www.google.com/local/add   I’ll discuss more details on this in a later post.
2. Google local business algorithms change frequently, but to increase chances of being in the top 10 of the local business listings, follow the following rules of thumb within the Local Business center:A) Make sure listings are complete and comprehensive.
   B) Make sure all relevant terms are listed.
   C) Ask customers to write positive reviews, and use relevant keywords in their reviews.
   D) Upload photos of a storefront, products, even happy customers.
   E) Register your site within local directories (SEO factor) such as online yellow pages, and specific category directories like Yelp.com.
3. In the past, users would get frustrated by generic 1-2 word searches due to result relevancy.  With local results showing for generic terms now, this should influence people’s search behavior over time.
4. For Adwords advertisers who are affected by local business results, we are now recommending some generic broad match terms.  The importance of long-tail specific keywords will always be a priority, but if I sold lawn mowers, and I wasn’t in the top ranking of the local business results as above, I would consider bidding on the term “lawn mowers” so that my message would be shown alongside the local listings.

In  summary, for those looking for local businesses, this allows a real benefit for users who can now bypass national companies or directories in the organic search results and instead go right to local companies through the local business listings or through an accompanying sponsored link text ad.

Paul Mosenson