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The LWW Local Wide Web is Here
Written by: Stuart AylingArticle Overview: Remember when W.W.W. meant World Wide Web? In the days of the internet boom around 1999 the idea was that you could aim to reach a global market through the World Wide Web.
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The LWW Local Wide Web is Here
Remember when W.W.W. meant World Wide Web?
In the days of the internet boom around 1999 the idea was that you could aim to reach a global market through the World Wide Web.
Well forget that!
In only a few short years the internet has gone from being a global phenomenon, to being a popular short-cut for finding local businesses.
Pay attention. The internet has gone local, and more and more people are using it to find local suppliers and service providers. This is the Local Wide Web in action.
So if you haven’t already got a web site, don’t wait for anything else. Now is the time.
The Turning Tide.
Use of the Yellow Pages printed directory books is declining in Australia, the USA and UK.
In March 2005 an American survey by the Kelsey Group and Constat Inc. identified a 21% decrease (over 18 months) in the number of people using the Yellow Pages to search for local merchants. The same survey showed an increase of 17% for the internet, and a loss of 5% for newspapers.
And data from BURST! Media in May 2005 shows that in the USA 60% of people are now using the internet more than they did 12 months ago. Whereas people are spending 34% less time with magazines and 35% less with TV.
Also, in recent months major internet search engines have released tools specifically for ‘local search’ which use Post Codes (ZIP codes) or City names to focus on geographic areas.
See:
Google Local Search
Yahoo Australia Local Search
A Real Life Example.
My own web site is no exception (www.marketingnous.com.au).
As you may realise I offer a monthly email newsletter.
You might expect that I would attract a global readership. After all, readers around the world have similar problems in marketing their services. And email is email all over the world. So I should get my fair share of international subscribers.
But I don’t.
Over 45% of all my readers are located in Queensland, Australia – where I am based. Another 12% live in Australia’s most populous state New South Wales (which is just a few hundred kilometres away). Only 9% are located in the USA, and 5% are in New Zealand.
What Does This Mean For You?
It is clear that most people like to look for information, and suppliers, close to home. It makes them feel more comfortable. It makes more sense.
I suggest there are two important lessons here…
Firstly:
Make sure you are part of this trend towards internet searching. It will continue. Make sure you have a functioning, current, informative, and search engine friendly web site.
Secondly:
If you are seeking overseas customers, maybe you need to consider how you can be “closer” to them. Options include:
Using a country level domain name for their country (e.g. .co.uk for the UK; .co.nz for New Zealand; .be for Belgium)
Hosting your web site in that country (this is noticed by search engines)
Establishing a local office address, phone number or help desk (in some cases low cost options can be achieved using VoIP).
We might be globally connected, but people still like to deal on a local level. Don’t ignore the impact of the Local Wide Web – it is sweeping the world.
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Name for website
- Hmmmm
Authors World
Authors Network
Authors World Wide Weblog
World Wide Authors Arboretum (or some other alliterative word)
WritertoWriter
Writer to Reader
WritersWorld
WritersConnect
AuthorsandtheirReadersBlog
Chain store hurdles
- [quote:3v8nzz4s]Everyone I'm targeting are independent stores which helps me overcome one hurdle. [/quote:3v8nzz4s]
What hurdle is that?
I know the major stores like B&N, etc. like to deal with buyers and distributors, but I think they all cut some slack to "Local" authors, don't they? Every store I go into has its "Local Section," featuring local authors, as well as books about the locality.
I wouldn't bypass them altogether. If you drive past one, why not go in and visit, talk to the manager, see what they say?
[quote:3v8nzz4s]Bookstores want to order through Bowkers and I have their info and the ISBN (identification) numbers for my books. [/quote:3v8nzz4s]
You mean the major chain ones do, right? Independent stores I think have no problem dealing directly with the publisher/author. But you want to get your money up front if possible in case they go out of business....as too many independents do these days.
Re: Google Local Tutorial - Free Online Advertising
- You have done a good job on the tutorial and thanks a million for the information, I have never known about Google Local before. I will implement it immedaitely
Re: How can I promote my site?
- I recently added my details to Google Places. Is that the same as a Google Local Business Listing?
Re: How can I promote my site?
- [quote="smartcompanysoftware":1buq8jkk]I recently added my details to Google Places. Is that the same as a Google Local Business Listing?[/quote:1buq8jkk]
Yes, they're the same. You add your business information so that you can be found on the web. You can engage with customers and much more. You just reminded me to add my business there as well. Thanks!
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