There is a general consensus that optimizing for user experience or revenue requires a marketing or product manager to favor one or the other. Over the page 10 years I’ve played with this balancing act, analyzed results, discovered the issues involved with both marketing scenarios and found a solution to the paradox.

The User Experience Page
User Experience is key for a functional website. It encompasses all aspects of the page from the content, to the links, to the imagery. A positive user experience could be defined as providing value and ease of use for any an every user that enters your site. The majority of your users are probably coming in from search engines, where they have already searched for what they are looking for when they reach your page; you objective is to ensure they find it. A clean user interface, easy to ready content, and visuals which add to their experience are all good things. Advertising in the form of pop-up ads, banner ads, and obnoxious video ads all detract from a positive experience. In an ideal page, built for the end user, advertising would probably not be found on the page as it serve your financial interest over their personal experience.

The Revenue Page
I think we have all seen these pages across the internet. The provide sponsored links disguised as additional content or articles. They are filled with display advertising intended to distract the user from the main content and generate a click or conversion. These pages support the financial needs of the website and webmaster. Unfortunately these pages are usually so over run with advertising users rarely return to the site and if they do it was probably by accident.

The Optimal UX-Revenue Page
The first piece is knowing what drove the user to the page in the first place. This is where you match user experience with revenue generation. If you rank for widgets in Google, Yahoo, or Bing, your advertising better not be selling sprockets on that page. If you don’t own a widget company, partner with one through an affiliate program. Write the content on the page to give specialized information regarding your topic, speaking to the benefits of your company or partners. There is a reason why every book in Oprah’s book club is an instant New York Times Top Seller. Her viewers trust her opinion on the matter, just like your users will trust your opinion on the widgets your selling.

The actual advertising on this page should be well thoughout. Avoid the traditional banner or giant image link ads. These generally have low low click through rates, as most users can identify and ignore them. I recommend advertising that engages a user. Forms are a great way of doing this. If you sell a widget for a bicycle, have a few drop down boxes where a user can select the make and perhaps the specific widget they are looking for. Another way is to display images of the product, detailing the specifics. The links should then send the user to your partners’ page for that specific product, or better yet a shopping cart page with that product already added. In this scenario you are giving the user exactly what they are looking for. These types of ads from my experience have 4-5x the click through and conversion rate of the traditional banner media. I like to only have the one ad on the page as its the primary focus, but if your topic spans another related product, go ahead and add a advertisement for that. Better yet, create a separate page for that specific topic and capitalize and build SEO for both.

Its often tough balancing both User Experience and Revenue. Its easy to throw a bunch of bad ads on a page for a short revenue boost, but the quality and credibility of the page will crumble. A well throughout marketing and user experience plan will benefit both the users and you as the website owner.

So here are the basic steps every small business owner should know about establishing their presence in Google’s local search results.

1. Claim Your Listing

   Go to Google Maps and search for your business name and include your city, this will help refine your search. Click on your business listing, which will bring up your business listing. This is everything Google knows about your business, from what its found on the web. This may include services, reviews and even photos. Click the link in the top right you’ll see a link stating ‘Business Owner?’. From here you’ll have the option of updating, editing or even deleting your business listing.

   Claiming your listing establishes trust between Google and your company. Google will know it’s a legitimate business, and your business will benefit from this.

2. Basic Business Information

   Complete your basic information including the business name, address, phone number, email address, and website if you have them. Its important to get this information correct, as Google uses it for direction and search proximity in search results. Usually the closer you are to the main city center, the higher the local search ranking.

   Local Search Engine Optimization Tip
   The business name is also important when it comes to search terms. If your running ‘Sam’s Store’ and sell sprockets, you’ll probably want to list your company as ‘Sam’s Sprocket Store’. Any product keywords you can list, naturally in the business name the better your listing will rank for that product. Be cautious cause ‘Sam’s Sprocket, Widget, Piano, Wheel store, probably won’t do well and be flagged as keyword spamming.

3. Categories

   This section is imperative for ranking well. I’ve seen business go from the high 400’s to the first page of search results by selecting the proper categories. Google provides you with 5 categories to label your products with. Their auto complete is also very helpful in selecting keywords. If you’re a mail box center, you might want to select Mail Box Rental, but also shipping service, notary public, and your other services.

4. Photos

   Here you can highlight some of your services with visual aids. Google allows your upload 10 images. These will appear along side of your listing, and serve as a preview in the Google Local Search Results. Be sure to include a picture of your location, so users can easily identify your business.

5. Complete the Process:

   Once you complete your business details submit the form and bookmark Google’s Local Business Center. Google will then send you a post card with a PIN number, which you’ll use to confirm your business address.

Google’s Local Business Listings can drive a lot of traffic to your business and to your website. The geo-targeted listings are accessible through a computer, mobile phone and most smart phone devices. The best part of being listed with Google is the free advertising that it brings. It’s hard to beat keyword and local targeted traffic when it comes to conversion.

The more I dive into local search results and local search engine optimization, the more I’m enjoying discovering the little bits and pieces that can make or break a listing. I’m sure I’ll be writing on this topic again.

My ‘A’ List:
I started off creating some general lists for everyone I’m following. Work, Web-Design, Graphic Design, San Diego Chargers, San Diego Breweries, etc. When I’m interested in one topic over another I can view tweets from those listed. An additional benefit is being able to add users that I normally wouldn’t follow. Example… I follow Shawne Merriman (@shawneMerriman) but I wouldn’t follow Chad Johnson (@OGOchoCinco). However, I can place them both in an NFL Players List, if I ever want to see them both.

Twitter lists expand your reach 10 fold, but your not looking at everything like Twitter Search. I think its a definite useful feature. Here are some of the lists I created, which you should follow if they interest you.

• @shanehale7/onlineguru
• @shanehale7/san-diego-social-media
• @shanehale7/san-diego-breweries
• @shanehale7/nfl-players
• @shanehale7/san-diego
• @shanehale7/ux

Am I Listed:
The second thing I checked was, where was I getting listed? And the honor was that I being added to follower lists. Most people would say, who cares if your listed? These are probably the same people that say ‘why do I care what your doing right now?’ and then update their Facebook status to bored.

Being listed gives you feedback regarding two things. The first is a reflection of your personal brand and if people give a shit what your saying on twitter. The second is if other user are following a list your in. This is less reflective on you, but more of the list you’ve been dropped in.

Here are the current lists I’m in, and I would suggest you follow em for the obvious reason. You made it this far in the post so you probably like what I’m throwing down.

• @OnlineGuruInc/onlineguru-team
• @gabadilla/san-diego-interactive
• @tigerfork/user-experience
• @SearchBuzz/san-diego-social