REACHLOCAL. We ve joined forces with ReachLocal to fuel local business growth.

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1 REACHLOCAL We ve joined forces with ReachLocal to fuel local business growth.

2 JOINING FORCES D&C Digital is passionate about growing your business, which is why we ve teamed up with ReachLocal, a recognized global leader in digital marketing. By combining our local market knowledge, digital expertise, award-winning technology, and unparalleled resources, we ll get you in front of the right audience, at the right time, and with the right message. This essential guide to local search advertising showcases one of ReachLocal s core areas of expertise. ReachLocal has spent more than a decade building optimization technology focused exclusively on local, gathering powerful information about what works by analyzing over a million campaigns, and developing experts who collaborate with you to get the results you want. LET S GROW YOUR BUSINESS.

3 SEARCH TERM

4 SEARCH THAT WORKS: THE ESSENTIAL GUIDE TO LOCAL SEARCH ADVERTISING Why Advertise on Search Engines? Let s take a look at the numbers. 89% of consumers start the purchase process on search engines billion searches happen on Google daily 2 80% of searches are for local information 3 78% of mobile local searches result in offline purchases 4 It s easy to see that search engines are an important source of information for today s consumer. Now, take a minute to think about yourself as a consumer. Consider how you look for a business online. If you needed an emergency plumber to fix a busted pipe in the middle of the night, a dentist in a new city, or a local eatery for a special event, where would look? Probably on search engine like Google, Yahoo!, or Bing just like your target consumers do. With this point of view, you can see why search engines are such an important piece of digital marketing for local businesses. 1 Fleishman-Hillard 2 Internet Live Stats 3 Google & Ipsos 4 comscore, Neustar Loaleze & 15 Miles 2016 ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. All other marks are the property of their respective owners. 2

5 SEARCH THAT WORKS: THE ESSENTIAL GUIDE TO LOCAL SEARCH ADVERTISING How Do Search Engines Work? Search engines use a complex algorithm to diagnose consumer intent and then show a mix of both organic, or natural, links and paid ads that best fits what a consumer is looking for. Google desktop search has three separate areas of content that it shows consumers after they perform a search with local intent. When someone enters a search term into the search bar like dentist near me the search engine looks at a variety of factors, such as the device being used (desktop computer or smartphone) and their location when determining the types of results to show. A user s location is extremely important because search engines show localized content for searches with local intent. This means the search either 1) uses specific keywords for a local provider of a product or service (i.e., Bakersfield spa ) or 2) is a search for a business type that Google interprets as one with local intent (i.e., if you search for restaurant, Google is going to assume you re looking for one near your current location and show results for businesses targeting that location). The sponsored sections above, below, and to the right-hand side of the page where ads are displayed The organic or natural results in the center of the page A map that features local results 2016 ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. All other marks are the property of their respective owners. 3

6 SEARCH THAT WORKS: THE ESSENTIAL GUIDE TO LOCAL SEARCH ADVERTISING How Do Businesses Get Found in Search? There are multiple ways to get found in search engines, and a comprehensive digital marketing strategy will combine them all. Search engine optimization is the process of using content, code, and links to improve your site s rank in the organic section of the search engines. You can also get found in local maps by claiming and optimizing your local listings pages, like Google Maps and Yelp. But SEO and local listings are only a part of the puzzle in getting your business found on the search results page. And because the factors that go into organic search algorithms are relatively complex and frequently changing, SEO is often difficult to get right and takes time to provide great results. When you look at a search result on your desktop or smartphone what do you see most prominently on the page? That s right the paid ads. When it comes to Google and other search engines, paid results are often more prominently featured, especially on mobile. When it comes to marketing your business effectively on search engines over time, studies show that doing both paid search and SEO together can improve your chances of getting seen and driving traffic to your business. A Holistic Advertising Strategy The ways people search are diverse and continue to evolve. So it s important to create a strategy that spans search engines and devices. It s best to not just advertise where people are searching on -- multiple search engines and directories -- but also how they search, from browser, to maps, to mobile devices like tablets and smartphones. You can reach more of your target consumers and even reduce advertising costs by branching out and optimizing your strategy and budget to focus on which platforms work best for you. In the next section, we ll talk about how to set up a search advertising campaign that helps you do just that ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. All other marks are the property of their respective owners. 4

7 Still don't know where to start? D&C Digital's team of marketing experts is ready to drop what they're doing to help you succeed. The typical campaign takes less than 2 weeks to launch from your first call or to us. So what are you waiting for? ReachLocal's mission is to help local businesses around the world get more customers. Our total digital marketing system helps local businesses get more leads, convert them into customers, and know their ROI. Through our global technology platform, a decade s worth of insights, and our team of experts, we help local businesses get more out of their marketing. Call (585) reachlocal.com Get Started >> blog.reachlocal.com solutions@democratandchronicle.com bit.ly/searchthatworks ReachLocal, Inc. All Rights Reserved. REACHLOCAL is a registered trademark. All other marks are the property of their respective owners.