Local is As Local Does

It looks like search engines have officially trumped the Yellow Pages when it comes to customers looking for local businesses.
Last year's numbers had Print Yellow Pages at 33% and search engines at 30%. When it comes to online habits of consumers, the study shows that more people turn to the Internet Yellow Pages sites than the Local search sites like Google Maps and Yahoo Local, but I suspect the reason for this is that they don't have to go to the actual local search sites to get the same results. If you search Google for a local business, you are likely to get the Google Maps results right at the top. The same goes for Yahoo (both illustrated below with a search for "pizza, lexington, ky").

Google:



Yahoo:



What Businesses Need to Do

What businesses need to do to ensure their customers are finding them easily, is still to make sure they are listed in these local search results. Google Local Business Center. If you don't have a Google Account, sign up for one.

2. Return to Google Maps by clicking on the icon in the upper corner of the Local Business Center.

3. Search for your listing.

4. Click on the "More Info" link next your listing. This will expand the information window.

5. Click "Add or edit your business" under the address and phone number.


as Danny Sullivan found out the hard way when he moved to a new town and couldn't find working sites for the businesses he needed. Besides, the web can open up your business well beyond your local area.

"As consumer local search grows with online and offline resources, national advertisers must develop strategic plans for integrating the various mediums into their national programs," said Gregg Stewart, senior vice president of interactive, TMP Directional Marketing. "Our 2008 study again confirms that consumers do a majority of research online, but continue to make purchases offline with a phone call or in-store visit. Additionally, marketers need to pay close attention to mobile search and sites that offer consumer user reviews, as they are growing in popularity."

As the data released indicating that consumers will increasingly spend more of their shopping time online, and if they can't find you, they can't buy from you. Do you really want to miss out on potential sales when you're