If you run a small business, you are probably already aware of how to use the Internet to steer potential customers to your doorstep. But are you aware how relevant geography – or “geolocation” – is to your business?

IT consultant and lawyer Adam Reynolds says more than 90 per cent of transactions that are researched online for hard-to-deliver items involve a physical transaction at the endpoint. “The actual fulfillment end of the transaction is carried out in person – it is all to do with the ‘last mile’,” he said.

Since April, Google’s search engine has delivered local results with map suggestions ahead of more generic results where no geographic modifier, such as the “.au” in a search string, has been used.

This is why it is important to include geoloca­­tion information on your website and provide a link to an online mapping service.

Geolocation uses a web visitor’s Internet protocol address to identify their rough physical location. It allows you to match your web content to your potential customers’ needs, including quoting local prices. “Research has also revealed people are will­­­ing to pay a premium when the service to be provided can be sourced locally,” Mr Reynolds said.

Small business owners should start by reviewing their customer base and determining what percentage of business was sourced within a two, five and 10 kilometre radius.

“Through client feedback, you can determine the extent to which web-based geolocation has been a factor in the initial selection of your services,” Mr Reynolds explained.

He said geolocation services complemented marketing efforts aimed at raising the visibility of a small business or service provider in their local community.

“Small businesses are really seeing a good return on working with their company’s webmaster on this issue.”