Next, make sure your website can convince a visitor to do business with you. The vast majority of companies don't get past this level, and every minute you spend driving visitors to your site is wasted if your site doesn't persuade those visitors to do business with you. Your site should capture interested prospects and measurably deliver those leads to you.
If you are not successful at this level, the effectiveness of every other marketing effort you make on the Internet will be diluted.
Capturing Local Business
The next level on the pyramid is mission critical for any business that draws customers from a defined geography. Winning local search terms where the user puts in a geographic indicator in the search query involves different skill sets than regular organic search. In fact, your website and its content play a small role in this effort.
Local search is the Internet marketing strategy with the most impact, however it's often ignored by most businesses. You get three chances to appear on a search engine results page when someone is looking for what you offer: organic search listings, local search listings and pay-per-click ads (PPC).
Local search listings occupy a dominate portion of the search engine results page real estate, and searchers looking for a local business focus their attention on those listings. If you are not there, chances are very high you are missing potential business from people who have a strong, immediate need for what you offer.
PPC vs. SEO
Search engine optimization (SEO) has changed substantially over the last few months, and the purpose of this article is not to add to the confusion. Instead, by following the pyramid, you can make SEO easier through Pay Per Click ads.
SEO is a little like drilling for oil. You're going to have to rank for several phrases to find out which ones produce the website visitors with the highest probability of becoming your customers. Some phrases will pay off like gushing oil wells, some will not.