There is no law that prohibits your business from operating multiple web sites or owning more than one domain name. However, most local professionals utilize a single domain name for their internet marketing strategy. This approach is based on the conventional wisdom that you want a single brand representing your business. While a single brand strategy is important for focus, to achieve reach it is best to develop local landing pages all built around a network of geo domains.

Not All Local Searches Start With Google

The goal of any online marketing plan is to cast a wide net, providing the reach necessary to find potential clients. Not all internet users start their local search on Google. Yahoo and Bing have a small, but significant, local search market share. Yellow Page companies, like YellowPages.com, YellowBook.com, and Superpages.com have converted former print yellow page customers to users of their online directories. Vertical Directories, including Lawyers.com and TheKnot.com, have developed a large following by blending editorialized content with local directories.

The key point is that the local search universe is fragmented. To reach potential customers in your local market, you will need to consider all potential sources of traffic. One source, that is underappreciated by most small business owners, is direct navigation traffic.

What is Direct Navigation?

There is a growing number of internet users who view the address bar in their web browser as a local search engine. The address bar is the text box at the top of any web browser that contains the domain you are visiting. If a user is looking for a Louisville photographer, they may type LouisvillePhotographer.com into the address bar to see what appears. The expectation is that LouisvillePhotographer.com will display information, either a directory or the website of a local photographer, that is relevant to their search. If you own this geo domain, you can take advantage of this highly targeted traffic.

Advantages of Direct Navigation

There is data to suggest that Direct Navigation traffic converts better than traditional Search Engine traffic. Considering the dynamics of both searches, that would make sense. When a user conducts a local search on Google, they are presented with many options to consider. Paid local advertisers, listings overlaid on Google Maps, and free local listings could give the user 25-30 links on a single page. Most users click a few links and browse the results. The breath of this experience results in less time spent on your website.

In contrast, direct navigation users have a deeper experience since they are viewing a single website. This depth allows them to focus on your message, resulting in a better understanding of your services, background, and skills. With only a single business to consider, there is a greater chance that the user will fill out your contact form or call you.

Next Week – Part 2 – Geo Domain Economics