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Google is the New Yellow Pages… Did Your Company Adjust?


It used to be that placing an ad in the Yellow Pages was the surest way to attract local buyers. Over the course of the last decade, however, those thick printed directories have been almost completely replaced in most parts of North America.

In 2017, buyers don’t flip through thin sheets of paper to find businesses in their neighborhoods. Instead, they turn to their smartphones and tablets to find what they need because Google offers them more choices, up-to-date contact information, and even unbiased reviews from other buyers.

This change in technology has provided a big boost to lots of savvy marketers. And, it has allowed them to save quite a bit of money – it’s a lot cheaper to find customers using Google than it ever was to place a full-page ad in a print directory. But, if your business hasn’t adjusted, then you might be missing out.

Here are a few steps you can take today to get more customers from your local area…

Make the Most of Local Search Engine Optimization

Ever wonder how Google figures out which businesses match up to customers in a certain area? It mainly determines location by scanning a website for geographic keywords. Having city, state, and province names (as examples) on your website can help search engine spiders to figure out where you’re located. Additionally, things like street names, ZIP Codes, and neighborhood identifiers can be helpful in the same way.

Go Beyond Geographic Keywords

As important as it is to have geographic keywords in your website, there are other tools you can use to pull local customers into your business. Maps, driving directions, and local landmarks are all useful. In addition to giving Google more data about your geographic location, they can help you turn search visits into new revenue. That’s because photos of your location, along with updated phone numbers and contact details, make it easier for someone who is thinking about visiting your office or store to find you in the real world.

Have a Mobile-Ready Website

It’s no coincidence that print directories began to decline in importance just as smartphones found their way into millions of pockets. Lots of buyers are making spur of the moment decisions from anywhere, relying on Google to show them the closest restaurants, dry cleaners, and other local businesses. To take advantage, it’s important that your website be mobile-friendly. Otherwise, those customers are going to take their time and money to a competitor.

Boost Your Reputation With Buyers

Customers looking for local companies to work with aren’t necessarily going to find your website. That’s because they may explore third-party review sites (like Yelp) to look for recommendations first. For that reason, it’s important that your business have profiles on these types of portals, that your information be up-to-date, and that buyers can see lots of positive reviews about your business. Encourage your best customers to say good things about you online and you’ll have an easier time standing out in your local market.

You probably have hundreds or thousands of local buyers who are ready to work with your business, but only if they can find you on Google. So, if you haven’t already replaced the Yellow Pages with a good online marketing strategy, now is a great time to set up a meeting with our creative team to see how we can help.

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