UPDATE: Video and presentation posted: Video of the "Google is your Storefront" presentation

This post is an overview of a talk I'll be giving for a small business forum at Enterprise Bank in Acton, MA on February 9th. View the PDF with details for this event, and let me know if you plan to attend.

The following is an outline - I'll post the full presentation (with video!) and expand this post with additional detail after the event.

The web is how consumers find small businesses

The days of phone books, printed directories and newspaper ads are over.

Local search is still in its infancy

All non-Internet or mobile products and services we consume are by definition local. Despite this fact, Internet search is just starting to come around to the idea that most people are searching for something near them.

Online directories and consumer review sites

In the void left by search engines for local content, droves of directories and consumer review sites have appeared and often rule the first page of search results for a given search term.

Not having a web site is like not having a name for your business

Consumers who search the web for a local product or service will likely get some results for businesses that have web sites, and some for businesses that do not.

Your email address is your web site's business card

Consumers love local businesses who are willing to use email, and an email address is one of the best ways to promote your web site. 

Design matters

Web design is an art form, not a technical skill, and you usually get what you pay for.

SEO 101 - the basics

Search engine optimization (SEO) is the practice of making your web site palatable and attractive to search engines. There is a large contingent of snake oil salesmen out there who will charge you lots of money to optimize your web site, but following some simple best practices is all that's needed. I will cover a basic 4 step process.

Local-specific SEO tactics

Most of ensuring your site will be featured for local results is covered above, but there are also some specialized tactics for local search optimization.

Keep it fresh and current

Putting up a pretty 5-10 page web site with your contact information is step 1. You are not done!

But I don't know HTML!

No need. Every web site should provide the ability to edit its content from any web browser. If you're paying someone hourly to make edits, stop it.

More is better

Don't just replace content, add it. More pages on your site means more opportunities for search engines and other web sites to link to yours.

Use content to establish yourself as the authority and brand

You can't outsource the writing of great content for your business. 

This talk will be followed by Dave Clough of mPower Advisors who will cover the broader topic of Internet and social media marketing - the stuff you should think about after you have done the basics here.