Kristin Colier

Hi all –

I’ve been making websites for a long time. Before that I was making “user-friendly” software applications. The kind we used to buy off the shelf, in a box at CompUSA or Software, Etc. They came with several disks and a big user-manual.

I translated my human factors and usability expertise into web design. As in: it is not a very useful website – if it is frustrating or users can’t find what they are looking for.

Now, I have a new challenge. It doesn’t matter how good-looking, how user-friendly and how well-designed your website is if no one ever finds it.

So the last couple of years, I became an expert in SEO – helping my web clients be found on the internet by both optimizing their on-screen site content for search engines and build off-screen factors by encouraging them to become good “net citizens” by sharing their expertise on the internet (via blogs or contributing to forums).

This is an investment of time and resources – but the ROI is usually well worth the effort.

I’ve recently started managing paid search engine marketing campaigns (Google AdWords) for local small businesses by targeting just the area around their business. That is, where their customers live – and will most likely be searching from. (ie. most people don’t drive more than 5-10 miles for a hairdresser, gym, auto-mechanic, pizza, picture framer, etc.)

Full disclosure – among the other web technology things I get paid for (creating websites, graphic design, copywriting, SEO, etc.), I also manage online ad campaigns through AdzZoo. However, I won’t recommend this product if it’s not right for you. So, is PAYING to be found on Google right for your business?

Local online Search Engine Marketing (SEM) WILL bring more business to the following:

1. Do you have a storefront? One or more physical locations? Is your primary goal – to get people to walk into your store? Almost all consumers today look for new services online. No more yellow pages. You will definitely benefit from a Local Search Ad. Try this: Go to Google and search for your primary service. (Not your business name.) For example, “florist.” If your competitors are showing up under “Sponsored Links” and you are not, you are losing business… and Local SEM is right for you.
Examples:
Doctors
Medical Specialists
Opticians
Dentists
Hair Salons
Restaurants
Florists
Gift Shop
Nail Salon
Cleaners
Tailors
Yoga Studios
Athletic Clubs
Chiropractors
Spas/ Massage
Specialty Stores (Model Trains, Custom Embroidery, Sports Memorabilia, Comic Books)

2. Do you have a target service area? Even if you don’t have a store-front, many small local businesses, such as party-planners, insurance agents, house-cleaners, painters, plumbers and landscapers have a targeted geographical area. For example, within 20 miles of Metro Atlanta. Local targeted ads are great for you too. In fact, since Google knows the location of the “searcher,” local businesses are more relevant than big chains with no geo-targeting.
Examples:
Accountants / Financial Advisors
Insurance Agents
Caterers
Home improvement contractors (landscapers, painters, concrete, etc.)
Home repair (plumbing, roofing, HVAC)
In-home care (nursing, pet-sitting, massage)
Photographers
Event-planners
Event-performers (magicians, clowns, musicians)
Cleaning services
Suppliers

When Not to use Local Ads:

1. Do you have an online only business? – which sells software, services, gifts, etc. only over the internet, local targeted ads will not bring your best ROI. I’m not saying local ads won’t work for you – but an investment in strategic Search Engine Optimization and link-building may work better for you. Google AdWords campaigns will drive traffic to your site – but you are now paying to appear on all searches, not just locally – so expect to budget accordingly.

2. Is your business model based primarily on your content? If your website provides recipes, home improvement tips, business strategy, personal coaching… anything that is mostly there for the reading – at least before the buying happens, I strongly recommend you invest in a Search Engine Optimization/ Search Engine Marketing strategy. If you don’t have time to do it, hire a professional company. (Here’s one: http://prominentplacement.com)

OK – so that’s my quick and easy should you or shouldn’t you pay for Local Search Engine Marketing strategy.
I’d love your feedback.
If I left your business of the list – let me know…

Cheers!
-Kristin Colier
Technology Troubadour