If your business has a local service area, you want to make sure you are easily found on Google Maps/Places. When a search for your service | product and a location is entered, you want the searcher to find you via Google Maps. Chances are pretty good that the searchers are on the road and looking at mobile devices when they conduct their search. Since Google knows where you are, any searcher in proximity to your business will find you right at the top of the results page, right?
Google Places/Maps listing results, like other Google search results, are based on factors outside of a business’ physical address. Google Maps search results are based primarily on relevance, distance, and prominence (authority)- not neccessarily in that order. These factors are combined to help Google find the best match for the search. For example, Google search technology might decide that a business that’s farther away from your location is more likely to have what the searcher is looking for than a business that’s closer.
According to Forrester Research, the number of sales influenced by web-based research accounted for 42 percent of total retail sales in 2009, and that number is expected to grow to 53 percent by 2014.
Localized web marketing is using the web to market to a specific geographic area. This could be a combination of zip codes, a combination of cities, a Congressional District, a metropolitan area, a state, a country, or any combination of these. Tactically, localized web marketing includes local ads (include print with your digital if you can), email campaigns, mobile ads, search engine ads, display network ads, and social media (including amplifying posts and ads).