When you Google a brand’s local affiliates, you usually get what’s known in the SEO world as the Local Pack, one of the many features you can find in Google’s search engine results pages. When searching for “Harley dealers near me,” my Local Pack looks like this:

Every year, marketers are bombarded with new marketing terms that promise to lead them to the hottest trends and fastest results. That’s how words like “disruption,” “growth hacking,” and “actionable insights” become as oft-used as “low-hanging fruit” and “let’s take this offline.” But do they really mean anything?

What’s the first thing you do when you hear about an interesting new brand or business? Google the website, obviously.

Of course, that’s exactly what your business’s prospective buyers are doing, too. Which leads to our next question: What is their experience gonna be like when they get there?