[reprinted with permission from CopyDragon webwriters]

Something odd is happening online, which greatly affects local business marketing online methods. Here are the facts …

Most people search online, even when they’re looking for a LOCAL business … especially with the ongoing tidal wave of smartphone use.

Smartphone Consumers Search a Lot

Statistics from the Google report “The Mobile Movement: Understanding Smartphone Users,” 2011:

• 95% of smartphone users have searched for local information
• 61% of users call a business after searching …
• … and 59% visit the location
• 90% of these people act within 24 hours

The Three Waves of Google

Google, and other search engines have generally gone through three modes of operation, all with the intent of delivering up to the searchers the information that’s most likely to satisfy –

1. In the beginning, google simply used title, keywords and meta description .. but it was subject to abuse, and became completely unreliable as the sharpsters got wise and gamed the system
2. Then google began to rely upon inbound links, thinking that if external sites thought the current site was important, then that was a ‘vote’ and this worked until sharpsters got smarter and smarter about how to game the system by manipulating external sites
3. And in 2011, and in 2012, google is turning toward two other things as a way of gathering votes, on the expectation that these new ‘vote-gathering’ approaches will be harder to manipulate

Here’s what will happen in 2012 …

[read more Marketing Online for Local Business on CopyDragon webwriters]

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