Local Search Engine Optimization

You can spend millions of dollars on design and staff and promotion, but if people can't easily find your website, that's all for nothing.

Local Search Optimization Think Globally, Act Locally

Many small businesses need to have an online presence and sell their products or services locally. For instance, doctors, dentists, real estate agents and restaurants can all benefit from online marketing but only on a local scale, not globally. In order to tap into the local market, however, it may be necessary to make some global changes to your website.

In order to target a website to a local market, it is important that 3 key areas be addressed:

1. Global website text changes targeting local keywords.
2. Geographical meta tag implementation.
3. Getting indexed by Yahoo! Local.

In regards to global website text changes, let’s take, for example the case of the Romeo Cuccina restaurant in Nowhere, Ohio. This family-owned Italian restaurant wants to be found by people in and around Nowhere, Ohio and by people traveling to this location. The body text of the Romeo Cuccina restaurant needs to contain the name Nowhere, Ohio, plus references to the surrounding towns and attractions along with its Italian restaurant keywords, which will also be scattered throughout the text. The title text and the H1 tag should also contain the words ‘Nowhere, Ohio’ as well. Making sure that these geographical keywords are in the text, names of the graphics and links will help this website do well in the search engines for local searches.

In regards to geographical meta tag implementation, this is simply a tag with the company name and address that will help establish a website locally. This tag can be used on the homepage, About Us page and / or Contact Us page as well. In our Italian restaurant example, the tag will look like this:

< META NAME="address" CONTENT="Romeo Cuccina 316 Parker Way Nowhere, Ohio 44194" >

Now in regards to getting indexed by Yahoo! Local, it is important to know two things upfront. First, your business may already be indexed by Yahoo! Local so it is best to do a search first. Second, Yahoo! Local is now offering a free 5-page website to small business owners who want to establish a web presence. This promotion is to encourage business owners to get listed locally so that Yahoo! can continue to expand its map of businesses per region. If you find your business is already listed in Yahoo! Local, then check the information for accuracy since sometimes there are errors. These errors are easily corrected by going through the sign up process. For more information see http://local.yahoo.com

By using the 3 key methods listed above, your website will get a jump start in the local search arena. Also, don’t forget a link-building campaign as well since you’ll need a few relevant links pointing back to your website. So, what are you waiting for? Get started now!

Getting Specific With Local Search Engine Optimization

Localized search engine optimization is often overlooked as an excellent tool to bring in local traffic to your website. By including local information in your tags and web pages, you help prospective customers find specific information on the area and business they are searching for.

What Is Localized Search Engine Optimization?
Localized search engine optimization is the addition of local search terms to your tags and web pages.

For example, if you work in Sonoma County, California and are targeting local or state visitors, be sure to include "Sonoma County" and "California" in your tags and in the text on your page. This way when searchers look for services in Sonoma County, California in the search engines, your website will have a better chance of showing up in the search engine results.

How Do I Include Local Search Terms?
There are many way to include local optimization terms. Oftentimes we as web page creators do not think like the user: we are too close to the subject matter we display on our websites. Sometimes when you know a subject very well you speak in shorthand when talking about it. Take a step back and read your web pages again. Spell it out for your visitor, using easy to understand, clear information. Realize that your visitors may not be as familiar with your message or product as you are. Get specific. If you sell blue widgets, say so in your text.

If you sell primarily to a Sonoma County audience, include Sonoma County in your tags and text. Include your local search terms, just like your typical keyword phrase terms, in your title and meta tags, headings, link text, and web page text as reasonable. Most importantly, include local information on your contact page, where your city and state location information is typically listed.

The simplest way:

• Title tag - " Blue Widgets Sonoma County California" What if you want to get even more specific?
  Try including:" Blue Widgets Santa Rosa Sonoma County California"
• Heading tag - Blue Widgets For Sale - Sonoma County, California
• Page text: Looking for blue widgets? We have the most affordable prices on blue widgets in the Sonoma County area. We deliver throughout Sonoma County and all of California.

I n this way, users searching for "blue widgets sonoma county" will more likely pull up your web page of blue widgets for sale.

What About Sales From Other Places??
Don't worry, localized search engine optimization works much the same as regular optimization. With local search terms, you are simply providing additional information for your local customers, much like you might in the yellow pages.

Your other search terms work the same way as always. This will not change your opportunities to pull in traffic from across the country if you have your regular optimization in place.

What you may want to do is specify a few pages on your website for local search terms, instead of the entire website if you are reaching for both a local and country-wide audience. This gives you the opportunity to drive local traffic to specific sections of your website with regional information. Some users feel better about supporting their local economy when buying from local vendors. You can even dedicate specific content pages to your local search visitors, including advantages to buying your product locally. In this way, you get the best of both worlds, your local audience as well as visitors from across the country.

Use Localized Optimization
Be sure to use localized optimization to bring in your local visitors, providing them with a personalized touch and regional information. Widening your scope of traffic builds the number of your visitors, both near and far. Get specific for optimum local website traffic.


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