In our monthly Locals Only column on Search Engine Land, I write about how small- and medium-sized businesses are keeping their digital content fresh and dynamic – both in local search advertisements and on their own websites.
Consumer’s online expectations have never been higher and businesses need to offer the right kind of content to meets those demands. But making videos and using QR codes is only half the battle for a business trying to set itself apart – it’s up to local search engines to provide the right content to its users.
For example, EveryScape partnered with Bing and YP to offer digital advertisers a new local search solution – virtual tours. Called YP360, the technology will let a user step inside a restaurant in Baltimore while they’re still on the train. They can choose a place and even set a reservation, all within the same application on their phone.
It’s just one of many new technologies coming to the local search marketplace and there’s a clear business case which I also discuss in my column. Local advertising is expected to grow to $16.1 billion this year, up from $13.7 billion in 2010. So head over to Search Engine Land and read the Locals Only column to learn how to set your business apart!