If you have a small business that has a website (and if you don’t, you really should), you should be talking to your SEO company (and if you don’t have one, you really should) about Local Internet Marketing. LIM, as no one ever calls it, is a series of tricks that trades global exposure for highly-concentrated local exposure. Which, by and large, is much more profitable for a small business. Unless your business model includes finding customers in Japan and Kenya and mailing them your products, you’re better off looking local.
Local markets, even on the Internet, are easier to conquer than the worldwide market. When you ask your “candy bouquets” to “bouquets in Tallahassee”.
So is there ever a time when it’s bad for a small business to switch to local internet marketing? Sure, but only one: when you don’t actually have a storefront. Any business that has an address or a front door should engage in LIM as fully as they can. Local internet marketing has two big benefits that make it an obvious choice.
First, local internet marketing is cheaper than global internet marketing. The cost-per-month might be the same, but it will take fewer months to dominate your local keywords than it would have to win over global keywords of the same quality.
Second, global internet marketing isn’t likely to drive a lot of traffic through your doors. It’s just psychology — when people search for “candy bouquets”, they’re just as likely as not to be information seekers, preparing to make their own candy bouquets. But when someone searchers for “candy bouquets in Tallahassee”, they’re clearly looking to go somewhere and buy something — and that’s exactly the kind of customer you want walking through your doors.