Local search engine optimization, also called local SEO, is one of the most effective techniques to increase a company’s presence on the Internet. Local search engine optimization involves search engines’ rewarding results in listing a site higher in the paid results of a search engine, commonly known as the “sponsored listings” or “organic listings”. Local SEO is different from general SEO because it focuses on the actual user behavior of users within a specific geographical area. This type of optimization has three main goals:
To achieve a high organic ranking on the results pages of major search engines like Google, Yahoo!, and MSN, a Local SEO firm should take into consideration several factors. One of these is the customer location. Since people shop for products or services near where they live, the sites should be optimized to cater to the local needs of its consumers. Local SEO also seeks to provide more accurate data about a local business by conducting demographic research and collecting information from local businesses.
For instance, a Mobile SEO firm should investigate where real estate and mobile phone usage trends are headed. If we want to make sure that our clients are reaching the right potential buyers at the right time, we need to know where they are finding them. By tracking the top 20 search results for key phrases relevant to local business, an SEM firm can see which sites are most popular among buyers, and what makes them tick. Next, local search engine optimizing firms should analyze and gather information about local mobile phone searches. Knowing which keywords are being used in mobile searches can help a local business to make sure that the most prospective clients are discovering its offerings in its particular area.
Likewise, an SEM firm should study which searches are more likely to result in new business. In other words, if there are certain search terms that attract local businesses to a site, the firm should craft local SEO strategies based on those terms. Since people who want to buy something often search using specific terms, an SEO firm should be especially mindful of those words when improving its local SEO strategies. One good example of this is brick-and-mortar stores that have brick and mortar locations; their potential customers may be searching for groceries in the same store, so a company that offers everything in one place might stand out better than one that offers just coffee and tea in several different locations.
In addition to studying current search trends, a local SEO company must also pay attention to what searchers are searching for. As it turns out, searchers are not only interested in the location of where a business is located. Instead, what searchers are looking for is a product or service that solves a problem. If people are truly interested in a local service, they will not be interested in trying to find it among a sea of competitors’ websites. Instead, they will bookmark a site that directs them to a solution.
The next thing that a local SEO firm does to increase its chances of getting a site to rank well in Google’s local segment is to focus on content. Content is the best form of marketing because it targets an interested audience. Instead of trying to appeal to large audiences by offering the latest trends and best-seller items, a content-focused approach is more likely to attract local businesses to the site. Social media account that includes a blog is a great way for people to do this, as is a Twitter account and other forms of social media.
While it is true that having the best website is useless if people do not know about it, a smart local SEO firm knows that people use the search engines to find a business and want to know more about the places where they can go for more information. A website full of useful, relevant content is far more likely to pull local traffic to a site than one that is poorly designed or uses bad keywords or buzzwords. Poorly optimized websites tend to get a low ranking with the search engines and, even if they do rank well at the beginning, local searches will ultimately give them a poor rank down the line unless they have a lot of local traffic to begin with.
Finally, a successful local SEO plan should include a well-made meta tag or keywords file so that each page of the website has a well-written description of itself. This way, the search engines understand what the site is about and how it can benefit the local customers and visitors. Keywords and schema markup are a great way for businesses to make sure that their pages rank highly in the search engines and a smart local SEO consultant knows just how to get those pages to that rank. It may be worth investing some money into an expert SEO company to get the job done right.