Businesses' web presence nets Google nod

SANDPOINT — Local businesses’ online footprint was big enough this year to attract the attention of an Internet giant.

Google Inc., one of the largest Internet service companies in the world, honored Sandpoint last Wednesday as one of its 2013 eCities, a distinction given to the “digital capitals” of each state. Sandpoint ranked number one per capita among Idaho cities for its effective use of online advertising, Internet-based marketing and social media.

“Surrounded by mountains and overlooking Idaho’s largest lake, scenic Sandpoint has another thing going for it: A business community of local shops and online retailers who’ve led the way in the state’s web presence,” the award text announced.

The eCity status was not handed out lightly — analysts from market research company Ipsos followed an exhaustive methodology prior to finalizing its selections. First, they pulled data from AdWords — Google’s primary online advertising system — for every city in the United States. They then set AdWord effectiveness against the community’s population to create a list of the top five cities per state.

Next, analysts conducted a thorough study of the top towns themselves. Ipsos staff selected a random sample of 51 businesses, categorized them by size and evaluated them based on several factors.

Qualities like a company website, online store, social media outreach and a presence in online directories gave businesses a higher score.

Based on those characteristics, Sandpoint businesses are outperforming every other Idaho city when it comes to Internet savvy.

Greater Sandpoint Chamber of Commerce president Kate McAlister lauded the announcement as yet another feather in the community’s cap.

“I think all our hard work has paid off,” she said.

McAlister confirmed that online interest in Sandpoint has been growing lately. For example, the chamber visitor’s guide leaped from about 900 hits last year to more than 11,000 hits this year.

“I think it’s a matter of everyone paying attention and realizing (Internet outreach) is something they need to take seriously,” McAlister said.

Bonner County Economic Development Corporation executive director Karl Dye credits chamber staff for spearheading much of that local technological awakening. The local business advocate has made Internet education a top priority for several years through social media and online marketing classes, he said.

“I think the whole team at the chamber has done a great job with this,” he said. “It’s been an excellent effort, and I really think it led to this award.”

According to Dye, the acknowledgment from Google is just another piece of evidence supporting Sandpoint’s status as a great place to do business. He said that he hopes that companies will consider that when choosing a location to set up shop.

“This is a great opportunity to put Sandpoint on the map,” he said.