Other local search opportunities
Local search is expected to grow exponentially in the years ahead. This list of local search opportunities beyond the major players may not be comprehensive, but it provides a number of additional options for local business owners to extend their reach.
CitySearch: Provides local information for sites such as MSN Live, Ask, Expedia, Ticketmaster and more. Business owners should get their sites listed correctly in CitySearch. As with any local search listing, start by searching for your business. If it's listed, click to your profile page to check for accuracy. Options for making edits are shown in the lower right corner of the main content column (below your business information).
Google Product Search: Local merchants can get free listings on Google's free product search engine (formerly Froogle). Merchants must submit their item information to Google Base. When shoppers look for items to purchase on Google Product Search, it scans through product information sellers have submitted to Google Base. The beauty of this is you can be found on the web even if you don't sell online because you don't need a website to list items for sale in Google Base.
InfoUSA: This is one of the information aggregators that compile databases on businesses and households in the United States and Canada. It gets information from telephone White and Yellow Pages, business records, real estate records, newspapers and multiple resources. Add your business or update an existing listing through an online form.
Insider Pages: This site features local listings and user-generated reviews. Check to see if you're in the database and then you can add/update a listing or buy advertising. Sponsored ads appear above and below the main listings on a search results page. Ad rates are based on city size and business category popularity. Monthly rates run from $5 to $25 per month.
Local.com: Your business should take advantage of the free basic listing at Local.com, which includes your company name, address, phone number, website URL and a brief description. Local.com also offers paid listing services, including Local Promote Plus and Local Promote Premium. These services give you a business profile webpage and other additional options for about $40/month, depending on options selected. Local.com shows some user reviews from sites like Insider Pages and Judy's Book with its listings.
ReachLocal: This site provides services for setting up, maintaining and tracking local search advertising campaigns on sites like Google, Yahoo, MSN Live and AOL for a fee. It may be an option for local businesses that don't have the time or manpower to manage their own local search ad campaigns.
RegisterLocal: This service allows local businesses to create a master business profile that is stored and distributed to search engines, internet Yellow Pages, local search engines and leading data providers for an annual fee. Your master business profile can also be used as a business website. When you make changes to your business information through RegisterLocal, it is automatically sent to the distribution network. The advantage is you can update your business info in one place online and this updates all your listings within RegisterLocal's distribution network. It can be a time saver for any local businesses.
TrueLocal: Users can enter full text searches rather than just a business name and location. For instance, if you're in Boston and query, "I'm looking for the best lobster," TrueLocal will show you relevant restaurants. Many businesses are already listed. You can change or add your listing free if you're a brick and mortar business in the United States or Canada. TrueTarget advertising options offer expanded listings (category, ZIP code) and enhancements (logo, coupons).
Verizon SuperPages: This classified directory offers free business listings as well as pay-per-click and pay-per-call advertising opportunities. You can get bolding, highlighting, color and/or larger text for a small monthly fee on the free listing. Paid advertising gets you listed above your competition with $35 in free clicks with PPC signup, free reports on ad performance and bolding, highlighting, color and/or larger text. Like most PPC programs, you can set your budget limits and target by location, category and keywords.
YellowPages.com: This AT&T-owned online local directory also includes city guides and user reviews. Search options include local city and state or ZIP code name, category and keyword search. Businesses can get a free basic listing. The advantage is the huge exposure -- up to 34 million unique visitors each month.
Yelp: This online city guide featuring user reviews began in San Francisco as a local guide for big cities. It now has pages for many large cities from Los Angeles and San Diego to Chicago, New York and Boston. Search for your business name and ZIP code to see if you're listed. At the bottom of the search results page you'll find a red "Add Business" button leading to a form where you can add your business. Yelp also offers paid advertising in the form of enhanced listings and featured placement in search results. Yelp for Business Owners shows you how you can enhance your listing, and you can complete a contact form for more info.
The local search advantage
Local search research by Kelsey Group shows that 70 percent of online searchers will use local search to find offline businesses. The TMPDM-comScore study shows 86 percent of online users will be searching for a local business at some point in time. So it's important to be visible for local search queries by getting listed in Google Maps, Yahoo Local and all other local search engines and directories. It can also be advantageous for branding to buy sponsored local search listings for a good balance of natural and paid search listings.
For more information about the local search industry, you can download "Unlocking the Potential of the Local Internet" by Marchex, Inc. This 12-page white paper gives a detailed overview of the local search market and major players.
Claudia Bruemmer is a freelance writer-editor and internet marketing consultant. Read full bio.