Local Business SEO - The Game Has Changed For 2011

Local businesses need to realise that for 2011, there is a step change in search engine marketing.

The old rules of SEO no longer apply. I'll explain why, then I'll suggest some key points that local businesses need to think about.

So - what's changed?

This morning I noticed that the traffic to one of my most visited pages on my blog had seriously dropped.  In early 2008 I wrote about "Raja-Fashions Tailor-Made Hong Kong Suits, Online Meets Offline". It was an experiment, to see just from copy writing using the right keywords I could achieve a good search ranking for "Raja Fashions". Just for kicks.  And it worked.  Number 2 in Google for "Raja Fashions" after the business itself.

In the last two weeks, traffic to this site has halved.  Looking at the reasons why made me realise that as far as Google is concerned, the game has changed.

What's happened now is that instead of being number 2 in the results, high up on the page, Google has massively increased the amount of screen space it uses for the relevant local business result.  Now the "place page" has taken centre stage.

Now as you can see, my blog isn't seen on the screen.  I can count already 17 links to the Raja Fashions site, 4 links to their place page and a two links to "more results from rajafashions.com".

(Now - I am stuffing this blog entry with lots of Raja Fashions keywords, but in this case I'm just doing to tell the story, I'm not doing it to try re-claim my ranking, that's for sure! Although, I can recommend having a high ranking page with lots of opinion on it to use as leverage when you're dealing with a Chinese salesman and you're negotiating on price - but that's another story...)

3 important implications for local businesses...

1. Claim your place page.

Local businesses need to claim their place page more than ever.  These pages will get more traffic, make sure the information is complete and accurate.

2. Design your website navigation with Google in mind. 

Local businesses need to make sure that their website navigation has key call to action and information categories on the menu so that these links are the links shown on the Google results page under the main result.  For example if you were a restaurant, you would want a "Book A Table" link on your primary navigation and a landing page for that purpose.  As well as having the booking interface on the homepage as well of course.

3. Bid on your own brand name

This will push all the aggregators even further down the page because you're claiming the top slot on the page. More real estate for you.

Strategically, here's how I read the situation...

Google has always struggled to sell to local businesses.  They've not got a sales force, unlike yellow page companies or Groupon.  So - they need an automated touch point.  By pushing the place page they do two things.  They drive more traffic to place pages so that local business owners start to take notice.  In parallel, aggregators have to pay to be seen because if you're aggregating local businesses, you're not going to get the same returns that you used to on SEO as there's less and less first page screen real estate to be seen on - so better PPC revenues.  Then, they develop their own automated promotions engine on the platform, coupons, vouchers etc.  Groupon, watch out.

Meandering Meetings and Excessive Email

Recently I saw a debate on an online forum about productivity.  A strange place to debate perhaps given that online forums are possibly one of the best ways to be unproductive. Part of the discussion questioned the value of meetings (meetings are toxic, a time-waster, just don't have them) and one contributor advocated that email is best - that you get more done by email than by meeting face to face.  This, in complete contrast to one of my colleagues who detests email and prefers to meet face to face - for just the same reasons.

We all have opinions it seems.  Some say meetings are effective and that email is counter-productive, others say that email is highly productive and meetings are a waste of time.  I simplify of course.  There's other interaction methods such as IM, telephone calls, SMS, faxes (remember those?), conference calls... etc!

If anyone tells me that one belief, faith, method or product is categorically better than another - I don't believe them.

This world has been built on oversimplification.  We simplify because the world is too complex. Some say an Apple Mac is always better than a PC?  Is it?  Always?  Sometimes maybe it is, sometimes not - it depends on what it's been used for.  Context.  A is better than B only some of the time, but B can sometimes be the best way.

Emails or meetings?  Learn to know the difference. I believe that if a message doesn't get through, it's not the fault of the recipient.  The sender needs to communicate in a way that the receiver understands.  Some people respond well to email, others don't.  Understand your audience and figure out which channel to use to get the job done.  If a meeting will get the job done, have a meeting.  If email will work best (for that audience) - use email.

Getting things done requires time to focus, time to collaborate, time to be challenged, time to ask for feedback, time to make decisions.  Saying one method of communications is bad or better is totally missing the point. Context matters.  You're sending or receiving a message.  This is basic marketing communications; understand the audience, select the best channel to engage with them.  Adapt.

One more closing thought.  Being productive does not equal being busy.  I've found that good work is rarely done in one sitting.  Starting a job and seeing it through are important, but equally important are the gaps in between where free thought (say - in the shower, in bed, walking to work) allows ideas to cascade, collide and connect.  Returning to the job in hand, your ideas are firmer, maybe you have new ideas - or see new methods.  My mantra is to focus, but be free.  I try to give myself time to explore my thoughts with others, (say - in coffee shops, or at lunch) - and not feel guilty about it.  It just might not look like I'm busy.

Judge me on the output and not the input or the method.