Search engine marketing for localised searches is becoming increasingly important as more people turn to the web for local services and businesses. Small businesses in the modern age can see huge benefits from a presence in local search results, but search engine optimisation for local searches can differ greatly from global searches.
The biggest challenge is working out what variables to consider in a local search marketing campaign. WebProNews writer Chris Crum has posted an informative article that should be useful for any SEO company interested in the local search engine market.
Crum draws upon a post by Jeff Howard of Search Engine Guide in identifying the variables that Google and other engines draw upon when returning local results to user queries. He identifies the main variables as:
1. The Size of the area as defined by the keyword search or map space being viewed [on google maps]
2. Google’s certainty that there is a business at the listed address doing what it says
3. How Google defines the region’s centre, either by keyword or map parameters.
Crum adds to Howards variables by pointing out that businesses need to take into account how users and potential customers themselves define their locality. Whether by neighbourhood or by geographical obstacles such as rivers or lakes, distance can be a secondary concern for users familiar with an area.
Jeff Howard has offered several tips for localised SEO for small businesses; firstly, to ensure that a correct address is listed with major data providers (such as Google itself). Secondly, to claim a listing with the local business authority. Thirdly, encourage users of your service to review either through google or other consumer websites – the more data relevant to your business, the better. And finally, to ensure that your business is listed in the proper categories.
Crum points out within his article that though SEO for local searches is very similar to standard SEO practice, sites which perform well in organic ranking may lose out in practice due to Google’s use of Universal search. Often local results are given higher precedence – but your site may not be ranking on those variables at all.
“Doing well in local search means much more than simply having a listing in Google maps.” said Crum. “Local search is a competitive and increasingly critical space of the web that local businesses need to take seriously”.
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