W1N Newsletter – Volume 11 Issue 2
Rank and File
Why Advertise Locally Online? Utilizing Local Search Methods to Create
Brand Awareness and Increase Visibility.
The most important facet of doing SEO for local searches is utilizing the correct keywords. As far as search engines are concerned, using “local” and “relevant” keywords multiple times in the site content and in the title tags is absolutely pertinent. However, this fact is often overlooked in many SEO local marketing campaigns. It is best to have a keyword density of 2% to 5% per page for each specific keyword. Also, be sure to optimize Web sites for local search visibility by including address information on the title tags as well in the main text.
If your business has several locations, you should mention each city. Besides listing your address or addresses on the “Contact Us” page, also include it in the footer of every page. In addition, make sure you use words on your site that describe the geography you actually serve, such as “Miami Metro Area”, “West Palm Beach-Boca Raton area” or “State of Florida”. Local keywords should also be used to reach target audiences that may not be in a designated area. For businesses with multiple physical locations, it’s important to have the addresses clearly listed on every page of your web site. It may even be necessary to devote an entire page to each different location in order to utilize the full potential of search engines and Internet Yellow Pages (IYP).
Geographically-targeted advertising should be used to reach the maximum number of local searchers and improve local relevance. It may also help to employ “local speak” to create culturally relevant advertising by using local lingo. The ad(s) should focus on the local aspects of the business; combined, these ideas can differentiate a company from national competition and create awareness of, say, a restaurant that offers a unique dining experience that may have previously been overlooked or flown under the radar of local diners.
Local search technologies have become more advanced and cost-effective for small-business owners who serve local communities. One way to find out how they can benefit you is to conduct several small tests of pay-per-click (PPC) advertising on sites that can narrow your campaign territory by zip code. Then compare results and keep track of this information to determine your company’s “cost of customer acquisition.”
Also be sure to upgrade the content quality of a web site’s primary landing pages. Google has adjusted its scoring system to favor more relevant content over sites with lower content quality. Fine-tuning site content frequently increases search results. However, keep in mind that it’s not enough to simply mention a local address, city, or business name on just one page; these keywords should be weaved throughout the text of which the entire site is comprised.
Also, it’s a good idea to create a "Directions / Locations" page on your site. This helps potential customers and search engines find your site. Don't just use an image from MapQuest or MapPoint; instead, write out directions on where you are and how to get there. When you write this page be as detailed as possible, and include as many location descriptors as you can. Here is an example:
ABC Medical Office is located in the Congress Avenue Shopping Center on 4th Avenue in the North Hills area of Dallas, Texas. Our address is 425 4th Avenue, Suite 201, Dallas, Texas 99999.
Finally, make sure to submit your web site to local search engines such as Google Local, Yahoo Local, and MSN Local, to name a few. Also, find and update your IYP listings to make sure all your data is accurate and thorough. Remember, a well-optimized web site can be a true asset and provide a great opportunity to build brand integrity, increase local visibility, and generate business.
Need help with your SEO / Search Marketing campaigns? Contact the SearchWiz team at 888.579.4932.
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