Search Engine Optimization (SEO) for your website

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Figure 8.3

Different sites provide content for “Jewish Deli Newark, NJ” on Google’s local search

Explore PPC localization.

It’s easy to test-drive a local PPC campaign. Just follow your

PPC engine’s instructions for selecting your targeted geographical areas, and assign a

budget for testing. Keep in mind, though, that if your local competitors include

national retail chains, at least one PPC expert, Kevin Lee of the search marketing firm

Did-it.com, believes local PPC could be an uphill battle. When we asked Kevin what’s

coming up in local search, he shared these insights:

“My opinion is that for many sectors, the national players will be the dominant players

in the local search marketplace. They have brand names and this gives them an advan-

tage in the hybrid PPC auctions. Dominos and Pizza Hut can coordinate locally targeted

campaigns and have significant resources. The local pizza place many also advertise, but

there is only room for half a dozen pizzerias in the search result. So, the number of local

players involved in an area doesn’t increase revenue to an engine. Kinkos, Sir Speedy,

and AlphaGraphics can also coordinate aggressive localized campaigns, making it diffi-

cult for the local business owner to break into the results profitably.

“For professional services, there are not many national companies, so local players will

be active. However, once again, there will only be two or three Atlanta divorce attor-

neys who pay enough to be at the top and get most of the clicks.”

Now:

Determine whether local search is right for your site, and get the ball rolling. Make a note of unfin-

ished business in your Task Journal.

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