Once a training ground for novice SEOs, local search has evolved into a complex, unpredictable ecosystem dominated by Google. Corporations and mom-and-pops shops alike are fighting for their place under the Sun. It's everybody's job to make best out of local Internet marketing because its importance will continue to grow.
This guide is geared towards helping you deepen your understanding of the local search ecosystem, as well as local Internet marketing in general.
I hope that, after you finish reading this guide, you will be able to make sense of local Internet marketing, use it to grow your business or help your clients do the same.
Objectives, Goals & Measurements Are Crucial
Websites exist to accomplish objectives. Regardless of company size, business models and market, your website needs to bring you closer to accomplishing one or more business objectives. These could be:
Customer AcquisitionLead GenerationBrandingLowering sales resistanceetc.
Although not exciting, this is a crucial step in building a local Internet strategy. It will determine the way you set your goals, largely shape the functionality of your website, guide you in deciding what your budget should be and so on.