Businesses Need To Continue To Focus On Local Search Engine Optimization Efforts
Local search – and the need for businesses to earn higher listings in search engine results – is growing at an incredible pace.
In fact, Google has made recent changes in its search listings that indicate a stronger emphasis on local search results by the search engine power.
Currently, 30% of all searches either contain a city, a state and/or a zip code. Customers and prospects are using Google (and other search engines) to search for local restaurants, auto mechanics, landscapers, etc.
While targeting local keywords and local customers does mean a smaller competition pool, local SEO isn’t an easy victory. In fact, in some cases, local search is harder than national search because the total number of local customers and clients will be much smaller than a national collection of potential customers.
In addition, local businesses will also be competing against other local listing services (such as Yelp, CitySearch, etc.), who are also trying to rank high on local targeted keywords for clients who have paid a fee to be listed in their directories.
Recently, Google made it even tougher by combining its Google Places with organic listings. Now, for example, if you search for “Cincinnati pizza” you may find the first seven businesses listed in search results are from Google Places (formerly Google Maps). This leaves only three organic positions for other businesses on the first page of search results. Note: 62% of all individuals do not go past the first page of search results. Recent studies show more and more searchers are only viewing the top three listings in search results.
Can you still compete? Definitely!
Here are some important steps to help get you started and earning higher rankings in local search results.
Step One – Find Local Keywords
Since, local search optimization includes targeting and utilizing the strongest keywords that best represent your business, goods and services, you’ll need to do some research on what keywords are potential customers entering into Google to find your goods and services. To do this, use the Google Keyword Research Tool (it’s free). Google will help you determine what keywords are the best to target for your business, products or services.
Step Two – Write Great Content
Content is king. Once you have determined the local keywords to target, you’ll want to make sure to integrate those keywords into your website’s content. This includes Page Titles and other meta tag code elements.
Fresh content is also important. Writing and publishing articles, press releases and even a blog on your website (again using those targeted keywords) will not only keep search engines interested, but customers as well.
Step Three – Link Building
Link building is the hardest and most time-consuming part of search engine optimization.
Basically, link building is the act by which you earn links from other websites pointing back to your website.
To start, your website maybe earning links from organization members, like the Chamber of Commerce, or from vendors and dealers you work with.
You may consider asking for a link from a strategic partner. For example, an auto mechanic may be making referrals to an auto body shop. That relationship might start paying dividends if the auto body shop placed a link on his website pointing back to the auto mechanic’s website.
Step Four – Maps & Listing Services
You’ll you want to submit your business, website and other information to Google Places and other listing services. There are approximately 40 listing sites you should target. Make sure all information submitted in complete and accurate.
Step Five – Monitor Results & Improve
Track search engine rankings on your targeted keywords and look for opportunities in your website to make improvements. This would include making additional content adjustments to reflect your keywords and writing fresh content such as articles, press releases, etc.
In addition, continue to search for link building opportunities. Link building never ends, so you’ll always want to find ways to earn strong inbound links to your website.
