PR Log (Press Release) – Apr 21, 2010 – Whilst most people are aware of traditional search marketing techniques such as Pay Per Click, sponsored listings and search optimised copy, experts at E-mphasis have revealed that very few businesses have tapped into the rich benefits presented by Local Internet Marketing, a technique which enables businesses to maximise sales in their local vicinity, where cost of sale and supply is often at its lowest.

The concept of Local Internet Marketing is simple but requires skill to master effectively. Google provides a local business listing facility which not only contains key information about a business trading, such as opening hours and payment types accepted but also is designed to deliver relevant page 1 results as part of any locally focused searches.   E-mphasis have combined this theory with their tailor made optimisation services and have produced results which are literally astounding.

4×4 Hire company John Dennis decided to explore the potential of Local Internet Marketing with             E-mphasis last year. As a direct result they have seen a significant increase in new business and during the last quarter of 2009, grew their fleet by 25% - even in the recession!

John Dennis was well positioned for the bad weather in January and at its peak, saw upwards of 45000 appearances on one of their business listings on a 30-day period, something they had never experienced before with other search techniques.
The business listings facility provided by Google has recently been extended to provide even further accessibility through smart phones and notably, personalised search, which Andrew Rayner, MD of         E-mphasis believes will further enhance the effectiveness of Local Internet Marketing.

“Localised marketing online is something many people don’t really understand, as the messages we hear about online strategies tend to be aimed at targeting customer segments rather than drilled down to location, recent searches, personal preferences, etc. The reality is that from the smallest independent retailer through to the world’s largest retail chains, Local Internet Marketing can sit alongside traditional search techniques and it makes a very real and tangible contribution to the bottom line.

Recent research by the Kelsey group has shown that a 97% of consumers research local purchases online before buying and in particular, highlights the benefits of coupons and online reservation or booking, so placing your company on the first page is often crucial to gaining valuable market share.  The new

personalised search function, the facility where Google adapts your results pages based on your search history, will enable businesses to target their customers even more effectively based on their search preferences,” says Rayner.

ENDS
Notes to Editor
E-mphasis is an online marketing company specialising in Search Marketing. They provide professional and credible natural search optimisation services to ensure that businesses can deal with what the future brings. The company is based in St Albans, Hertfordshire and was founded by Andrew and Clare Rayner.

Andrew and the team at E-mphasis have also pioneered an innovative use of Google Maps and online business listings to create highly targeted Local Internet Marketing strategies. Local Internet Marketing is a hugely untapped area of marketing strategy and one which, thanks to E-mphasis, is now beginning to generate interest and excitement from major UK retail brands.

Andrew Rayner and a spokesperson from John Dennis 4×4 Hire Company are both available for interview.

For any enquiries please contact Becky Lewis on 01603 742892 / 07866 739306 or email becky.lewis@mediajems.co.uk