Getting Found by the Right People
One of the biggest problems a locally-oriented small business faces on the internet is not simply getting found, but getting found by the right people. Your potential customers are a geographically limited group. Cutomers from New Rochelle aren't going to drive to North Salem for a haircut. Your business may also appeal to a limited demographic -- age, ethnicity or income level.
Spending a ton of money improving your Google rating may not deliver the people you need to have visiting your web site. You need to become visible to the right people. Being highly visible to residents of Los angeles will likely not help your bottom line. Paid search may be the answer. Email campaigns may be the solution. Using traditional marketing and public releations techinques to get your name "out there" may be the key to drive your customers to your web site.
One of our clients operates a dog walking and pet sitting service that serves 5 neighborhoods in Brooklyn, extending from Park Slope through Williamsburg. To grow her business has required a mix of search engine optimization, paid search, intensive use of flyers and participation in local pet-related events.
No single strategy can do the job, and every business may have to finsd it's own optimal mix.