Every company wants prominence in Google’s search results. Whether this goal is reflected in carefully placed keywords in title tags, implementing bread crumbs or creative page descriptions, savvy online marketers have found methods of increasing site traffic.
Google’s newest feature – targeted towards local results – is a bright yellow price tag icon, denoting an online coupon. This feature can be added to a company’s local results, bringing great potential benefits to locally rendered search results.
Localized results are typically rendered via the location of the web search or, as seen in the example to the left, an area specific search query. I searched for an “Ice Cream Shop in Austin”, returning local results for Austin, TX. The third company found in the local search results, “Teo Expresso and Gelato” is utilizing Google’s new coupon feature by offering a buy one get one free coupon deal.
As this is a brand new feature, data has yet to become available on the efficacy or influence of click through rates. However, since there is a longstanding tradition of coupons in marketing, I can’t help but believe that this tag as a differentiator will have a positive effect on site traffic.
The current rate for implementing coupons into your local business listing is $25 a month. Listings include a headline, sub-headline, and details text field, each constricted by a specified character limit. Additional features include an image of your choice, offer code, and mobile device coupon template.
If your company is currently running TV, radio, newspaper or other advertisements, I would consider taking advantage of this cost-effective feature. Search engines are arguably the primary source of information acquisition. Utilizing premium space on Google for search terms relevant to your business and/or service area may be the difference it takes to improve site traffic.
Claimed and completed local results listings reflect trust, one of the largest factors for Google when returning search results. If you are interested or need assistance claiming your local listing or setting up a coupon, contact Jon Sujecki @ jsujecki@starkmedia.com
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Tags: local search, search engine optimization
