Localised search is sometimes see as the poor relation of ‘big box’ SEO; something to support a website’s traffic numbers in the absence of a page one ranking for a more generic, more competitive keyword that will bring a higher number of visitors.
In many cases, however, this is a short sighted approach; a more market lead approach to choosing keywords can in fact lead to more conversions and better leads with less of an investment in one particular area. When considering keywords, it doesn’t have to be either / or; it can, instead, be more, more, more.
But what is local search, and how can it help you?
When we talk about local search, or, more precisely, local organic search, there is a particular market that we are seeking to engage; namely, those people that are interested in purchasing or using your product, and who search for it in a geographically specific way. For example, if we are a company that sells SEO services, the a local search might be something like ‘SEO Hampshire’, or even ‘SEO Bristol’; essentially, wherever you consider you proximity to give you an advantage. Obviously, this will vary from business to business.
The key to attracting these sorts of visits is, as always, relevancy. Make sure that you have a page that establishes your location or locations – the text, titles and address microformating should all support this. You can utilise case studies, white papers and customer feedback to form an ongoing content strategy that expands the range.
Also of great importance is making sure that your business is registered in Google’s ‘places’ service; this is what feeds the information you see on Google Maps when you click on one of the pins. With the continuing growth in the use of handheld devices, this is becoming of increasing importance.
The advantages are apparent, too. It’s easier for your potential customers to reach you, it’s easier for you to reach them, leads to sales rates improve, as do client retention rates. Having pages on your website that establish local relevancy allows you to increase your ROI without compromising your position as a national company with a national customer base.
