The High Cost of Thinking Your Local Search Visibility Is Free

The name’s a shameless rip-off of Wil Reynolds’s excellent presentation on “The High Cost of Free Traffic.” One reason I’ve got no shame is that that describes the situation perfectly: Although technically your business’s visibility in Google Maps and the rest of local search is free, you run into trouble once you start treating it as you would other “free” stuff.

Business owners and their marketers often mess up and overlook enough things even when they pay $20 a click (as in AdWords) for their traffic. Their strategies get even more ragged when they don’t have to pay for visibility in the local search results, and are confident they won’t need to any time soon.

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