Improving Local Search Visibility

Posted on 15. Dec, 2009 by Pete Hollier in Local Search Optimization, Search Optimization

Local Search Engine Visibility

Local Search has become increasingly important to businesses in numerous niche markets. Consider how you find products or services within your region. Sure there are various ways such as prior knowledge of the company your looking for, word of mouth, the phone book and increasingly Internet Search using your favored Search Engine to find the required product or service.

Obtaining local Search Engine Visibility may be somewhat easier for a company to obtain than in National or Global listings due to less competition however, in most cases the tasks required to achieve Local Search Visibility are similar to traditional SEO regardless of the geographic market your business is attempting to connect with.

Local or otherwise SEO basics are the same

The fundamentals of Search Optimization are highly relevant to performing well in Local Search.

Keyword Research and Integration

Keyword Research to determine the terms used by searchers to find products and services must still be utilized. After all, these are the terms used in Search Engine queries and if the content, local or otherwise does not target these terms the Search Engines will be unable to determine if the web page you are trying to promote is actually relevant to a user’s search query.

Domain Authority

Without doubt Domain Authority plays an important role in Local Search Visibility.

Over and over again when completing Local Search Competitive Analysis for clients I see the evidence of the importance of Domain Authority in Google’s 10 Pack the top 10 listings in Google Maps. In most cases, web sites with Domain Age and substantial numbers of inbound links are performing better in the Local Search Results than web sites which lack both Domain age and back-links.

Local Search Specifics

There are SEO methods which are more applicable to Local Search than Global Search.

Business Recommendations

Although Domain Authority is very influential in determining which web pages are located in Google’s 10 Pack I have seen many instances where Local Business recommendations have a mitigating affect on the influence of Domain Authority in local search results. Encouraging satisfied customers to leave recommendations on your Google Search listing is a very affective method to improve the local search visibility of your business.

However, it must be noted that dissatisfied customers also have the ability to post comments and therefore, strategies must be in place to alleviate the negative impact these may have on your business.

Additional Local Search Requirements

There are numerous additional techniques which can be utilized to enhance your business’ performance in Local Search. Of particular importance are:

1. Register your business with the leading Search Engines.
2. Include business address in the footer of each web page.
3. Increase the number of local inbound links through local directories and web sites.
4. Use a local web hosting service ensuring the servers are actually located in your region.
5. Develop optimized content for Mobile devices.

The Last Word

Local Search is becoming increasingly important to many businesses, this is indicated by the interest in this niche market by the major Search Engines who all include Local Search as part of their overall services.

Optimizing for local search does not need to be overly expensive however, as with any promotional program it is the attention to detail and commitment, which are both crucial to success.

If your business primarily depends on a local market then now it the time to challenge your competitors and take control of you geographic niche. All to often businesses are overlooking the power of local search. Are you? Are your competitors?

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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