“All politics is local” is a common phrase in the political
world. When the voters back home have concerns, they don’t much care if their
senator or congressman is a national figure—they just want their worries
addressed. Our congressional
representatives can talk all they want about banking reform and the
environment—they’re important—but when they don’t keep the bridges and highways
fixed and instead squabble all the time, we vote against them.
When Native Rank first started out, we had two problems. The
first was that while we knew our product was good, we weren’t quite sure how to
distribute it. The second was the not-so-great reputation of SEO sales people,
because there were—and are—a lot of them out there claiming to deliver great
search results but not coming through.
The online world is over-populated and underserved, and we
began marketing the product to users with a large, even national presence. We
met with success, but it was less than we felt was possible, so we added local
SEO. General Motors might be a great customer to have, but the Chevy dealer in
downtown Chicago and the wellness clinic owner in Colorado Springs understand
what search engine keywords motivate their customers and drive them to do
business.
When you talk with local business owners, you’re talking
with the people in the trenches, the ones who make it all work. By adding a
local focus, we also mitigated the reputation problem by delivering a product
that works at a price business owners want to pay. We also learned to
appreciate more of their online advertising needs and added additional
services, such as pay-per-click, search engine marketing programs, social media
management, and several others not previously available at an affordable price.
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