Infoserve Group

With all the recent debate about an emerging digital Britain, we use this blog as a means to promote the one area of development that we believe is advancing beyond recognition - that of local search.

Enabling customers to find particular products and services in a specific location is a very powerful tool. As with ambitions of creating universal broadband access however, local search still has an awful long way to go.

It has been summed up recently by Tim Armstrong, AOL’s Chairman and CEO:

“Local remains one of the most disaggregated experiences on the Web today - there’s a lot of information out there but simply no way for consumers to find it quickly and easily.”

We’ve come a long way though, especially in terms of connecting local consumers to local businesses through online directories. Although sometimes criticised for dominating the search rankings, directories do neatly summarise what consumers are searching for and are becoming an increasingly popular way for businesses to reach the first page of Google or Yahoo!

Which means it’s left to local businesses to supplement these kind of listings with optimised websites and adverts of their own to appeal directly to consumers - and it’s precisely these forward-thinking businesses that will drive local search.

Have a think about what particular goods you provide that someone may be searching for now and see if you can help them find it in seconds. That’s local search at its best.

The usual round-ups of 2008 are circulating in the online marketing world, as are anticipated trends for 2009, but the Kelsey Group predictions usually hit the nail on the head.

Here are a couple of points worth highlighting from their latest release about what to watch out for in local media this year:

The Online-Only Yellow Pages Publisher?

…look for organizations that are clearly disinvesting in print by shifting all or most marketing and product development funding and energy to the online product.

Is this finally the push that small businesses need to recognise that print directories are a thing of the past? (You can read more about the growth of online directories here)

SMB Video Ads

…within a few years half of SMBs that have Websites will have a video advertisement. That’s approximately 3 million small-business ads in the next few years in the United States alone.

Are video ads something you have ever considered? An interesting trend to keep your eye on for 2009 - what would you look to feature on yours if you were to commission one?

Jumping on the Social Bandwagon

Many sites will implement other social features on their own, such as ratings and reviews, photos, videos and bulletin boards.

Another increasingly popular pastime, reflecting the trend towards creating a more dynamic experience for the consumer. Even for the smallest of businesses, reviews can make-or-break sales so why not take a little time out now to see if anything is being said about you?

Use of Traditional Media

The role of traditional media has been beaten down by the arrival of new media channels and search… Look for cross-media bundles bringing together newspapers, TV, radio and online services.

We’ve already commented in the past about how online marketing is going from strength to strength compared to traditional methods (for example, see how online advertising has topped mainstream TV), but our top tip for 2009 is take action now to capitalise on the move away from traditional media. As more and more businesses shift their focus to online and the industry gathers momentum, its crucial no-one gets left behind this year.

Most businesses are now familiar with online directories and recognise that they are quickly replacing traditional paper directories like Yellow Pages.

In my mind, they are becoming more and more popular, especially for smaller businesses, for two very simple reasons.

Firstly - for the consumer - they provide the results quickly (when was the last time you dug out a Yellow Pages, lugged it onto your lap and leafed through to find the right section?) and they offer so much more information - links to websites, maps and directions for starters.

Secondly - and here’s the crucial bit for SMEs - they frequently appear on the first page of search results. This means that for businesses who would normally struggle to have such a high natural ranking, they have a very cost effective way of reaching target audiences.

Run a search on a business and look at the results - how many of them online directories?

Don’t forget that as well as general directories, there are also more specialist online directories emerging that feature well on local searches. These are dedicated to a certain type of business, ranging from accountancies through veterinary care practices, and offer a great opportunity for SMEs in a specific industry sector to be found online.

There are also opportunities for enhanced listings within any directory, so it’s worth shopping around. You can check out some of the single industry sites here, or hunt around on Google or Yahoo!Local to see what may work best for you in your local area.