Local Search In A Nutshell

I was asked by a client this afternoon to explain why I was against removing a Google API Map, one of the features that we offer standard, from their page.

The person I am dealing with is intelligent and fairly strong in computers, but since they will need to turn around and explain it to someone else, who likely is not, I was asked to help provide some info that may help them understand.

Here is what I came up with, for better or worse:

“Local Search is an important element of the industry today. If you think about how you search you will likely realize that you use Google to find what you need, hopefully in the most specific terms to you. You want not only information on the product/service you want, but also how you can get your hands on it.

Our Templates, and on a larger scale, all of our Programs, are focused on making your clients easily accessible in their market. The Map function is one of the strongest elements.

The Map provides, address information, and stresses the accessibility of your client, not only to the user, but also to the search engines. This “localized” information is a top priority in the “Quality,“ or more appropriately described “Relevance Ratings” which the search engineers at places like Google use to decide where on the Results Page a listing should show up. The more Relevant, the higher on the Page, The higher on the Page, the more Traffic.

The Map Function also confirms this information to Google, allowing for these pages to better appear in their Map offering, and for a listing to appear with a directions “breakout,” improving accessibility yet again, as well as user experience, which Google stresses, thus improving rating. Yes, it’s all just a big nasty cycle.

In addition to all of this dry, technical information, I would also point out that our tactics seem to be effective: there have been a few clients who have chosen to proceed without the Map on their Page. Tracking has shown a significant stunt in their results, even when the rest of that stations’ clients a re flourishing.”

How do you explain this?