Is search still “local” when you’re seeking information about another city? Local search’s functionality is discussed passionately when we’re talking about locating the things we need just down the street, but what about when we want to share the experience of another city with someone? Local takes on a broader meaning but its intent is the same: bring the best of a local neighborhood to us, via a search and a few clicks.
This is what my mom did for me recently. I knew that my parents were visiting Portland for a conference and since I’ve never been to the indie-city, my coffee-connoisseurship begged for a taste of the local brew. So I asked my mom to pick up a local roast for me on their trip. Her schedule didn’t allow for it, but weeks later, with my birthday coming up, she arranged for a full-bodied sip of Portland delivered to my door.
Her Google search used a simple phrase, “coffee from Portland OR,” which yielded the usual mix of paid and natural results for national chains and local coffeehouses.
Sifting through the results, she avoided the corporate brands like Starbucks, until she landed upon the first authentic-sounding result: “Hawthorne Coffee” which claimed it was “Portland’s coffee store…since 1980.” Local enough, she thought, as she clicked through to the website. But good enough? The first paragraph at the website answered that question:
“We appreciate that you value the kind of product knowledge and customer service found only at a neighborhood owner-operated business. We offer a wide selection of freshly roasted specialty coffees and premium teas from all parts of the world. Our coffees are roasted to your order and shipped the same day…”
Obviously, this local roaster knows a thing or two about discerning customers – even those who want to ship out a fresh taste of Portland java.
And, because I only drink organic coffee, and love the darkest, most full-bodied roasts, the next question was also quickly answered. Their right column navigation nicely organized their variety of offerings. There it was: Organic Coffee. The organic page, yielding distinct titles followed by short descriptions written in simple yet connoisseur-satisfying terms, clinched the sale.
An unfortunate shipping mishap delayed the order. The freshness may have suffered slightly but it didn’t matter: the coffee rocked. It was the finest coffee we’ve had in a long time, or perhaps, ever, noted my husband.
Kudos to Hawthorne Coffee Merchant for optimizing their site with the right content, making their navigation simple and for stating their unique value proposition at the top of their home page. These right moves showcased their understanding of their target audience and the owner-operator pride that distinguishes them. Thus, Portland-based Hawthorne has been granted another loyal customer – even though Portland isn’t our home town.
My mother’s search sleuthing led her to the best and gave me a personal and distinct taste of Portland, delivered to my door.
Small businesses should take note – you have an advantage in this increasingly franchised society. You’re authentic. Promote it via your people – people who care – to connect with your local and non-local audiences where they are – in search engines and social media.
Local search can be local even when the business isn’t local to you.
Post by Jennifer Gosse.