How to Get Local With Your Internet Advertising
Last week, my local Yellow Pages was dropped off at the end of my driveway. It was still there this morning, abandoned and soaking wet after a weekend of pounding rain.
I can’t even remember the last time I flipped open a phone book.
These days, my instinct is to go straight to the Internet to find whatever I need. If I’m looking for a dry cleaners, Chinese food or even a real estate agent, I’d head straight for Google Local, Windows Live or Yahoo! Local before even touching a printed page.
Research shows I’m not alone, Greg Sterling reports on a recent study that found:
- 70% had used the Internet to search for a local service business in the past three months. (Roughly 78% of the US adult population is online.)
- 89% found search to be “somewhat effective� or “very effective� in finding local services in their area.
- 68% said they would most likely use the phone number on the website to contact a vendor.
The final bullet is especially relevant when you consider Google has just launched a Click-to-Call feature on all its listings, something Windows Live did earlier this year.
This is why I think local search is going to be such a crucial part of any real estate advertising plan.
So where can you start?
Patricia Hursh from Clickz gives an excellent overview of how to initiate a local search campaign and outlines the following tactics as critical components:
- Geotargeted search campaigns
- Local keyword campaigns
- Ads on local search engines
- Ads on search result maps
Numbers 1 and 2 primarily focus on optimizing your Pay-Per-Click advertising buys and I’ve already written about targeting local search engines like Outside.In with locally relevant advertising - so I thought I’d focus on #4 and how, through paid advertising, you can ensure your business is featured prominently on the results for map based searches.
Both local search leaders (Google and Yahoo - Windows Live runs a distant third, despite an impressive product) have adopted slightly different strategies towards implementing local search. In a recent issue of AdAge, Yahoo! said Local Search is like Social Networking.
local is expanding from a look-up use case or the old Yellow Pages approach to a browse-type use case, where you want to bring in user-generated content elements to make a decision. … It’s more of a research and comparison shopping case.
Yahoo!’s search results return more like a traditional directory, but come complete with ratings and user recommended results. Results can be sorted by several criteria including distance and rating and business owners can claim existing listings or add their business using their Yahoo! member ID. Yahoo! also offers premium listings that ensure your name is seen at the top of the search results page.
Google, for their part, has a slightly different approach - focusing instead overlaying search results geographically on top of a Google Maps mashup. Local business owners can add their listings through the Google Local Business Center, sponsored links which add an image and contact number can can be purchased through their AdWords program.
At the absolute minimum, every real estate agent or small business owner in business today should be maintaining a basic (free) listing on these local search engines. Why would you want to potentially miss a hot lead?
The more adventurous out there might consider springing for a paid listing. You’ll be on the cutting edge of a new advertising medium so results might vary and hey, if you sign up before the end of the year, Yahoo! will even give you your first month free.
Me, I have to go recycle my soggy Yellow Pages.
Update: Looks like Google has had to pull Click-to-Call due to prank phonecalls. Not terribly surprising. The technology is in its infancy and will surely resurface in some other form soon.
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matt carter | Nov 21, 2006 | Reply
Yes everybody in the RE biz better know how to do a local search campaign.
But as a consumer I’m not ready to give up on the Yellow Pages as a tool for tracking down life’s neccessities — pizza, washers for the faucet, a tow truck. I like to patronize small locally owned businesses that may not have Web sites. Or maybe I’m looking for a part that’s really hard to find. The Yellow Pages lets me see everyone that’s near me that might have what I’m looking for. I guarantee it’s a lot faster to pick up the phone and call around to local hardware stores to find a replacement stove burner than to find it on the Internet (especially if you want it now, not in the mail). Click to dial? Sounds great. But even before the demise of the rotary phone, I don’t know how you could argue that the process of dialing a telephone number is some kind of hassle.
If your phone book should meet an unfortunate end — they really don’t do well in the rain or the fireplace — there’s always http://www.yellowpages.com.
Joel Burslem | Nov 21, 2006 | Reply
Matt,
Like you, I also like to support the local businesses in my neighborhood and these local search sites don’t exclude them. Just to clarify, having a web site is not a precondition for inclusion in the search results
Try a couple of the local search sites mentioned in my piece, if you haven’t already - especially Google Local - most have just as many listings as YellowPages.com but display them on a much friendlier map interface.
YellowPages is functional to be sure (as is CitySearch and others) but I find these search engines are just much easier to use. Plus the ability to be able to instantly see which pizza shop is closest on the map, and get driving directions etc. make them a killer combination.
I’ll tell you why Click to Call is such a big deal.
Two words: Mobile Search.
You can already take Google Local on a Java enabled cell phone. I use it nearly everyday for directions etc. It’s amazing.
E.g.
Out on the road, I’m hungry, I search for the closest pizza shop, Subway etc. Using one hand, with one push of a button, I’m instantly connected to that store to place my order for pick up.
Now, that’s convenience.
REBlogGirl | Nov 21, 2006 | Reply
I’m still a fan of Yahoo! neighborhood, but Google’s answer to that is coming right along. Local search technologies will certainly be a catalyst to revolutionizing online advertising for Realtors. I still some serious shortcomings to many of the local searches but I’m sure they will improve with time.
Craig Mackenzie | Nov 23, 2006 | Reply
Joel
Thanks for this & other great articles. As a Realtor in Whistler Canada I tried to register free listings on all 3. Google was a snap, accepted a Canadian address, the geocoding is a little off but thats ok. Neither Yahoo Local or Live Search will accept registration with a Canadian address, at least as far as I can find. They default to a list of US states. Thought your Canadian readers might appreciate this insight.
The update is not instantaneous either. Google has a snail mail post card as part of its registration.
Craig Mackenzie | Nov 24, 2006 | Reply
Update to last comment. I sent an email inquiry to the company handling the business registration for Live Search. They are at least prompt in their response but this is all I got: “Thanks for your inquiry about your business listing- we only handle US Business Listings.
Thanks”
Nothing about who does register other country listings.