In recent times, Google publicized
that they have included their key look for algorithm into their limited look
for algorithm, merge the two so that limited look for results now show up
within the usual results page. This makes sense when you think about the way
mobile devices have changed how we use search engines. More and more people -
about 20% of all searches, according to Google - are using search engines for
location-based results. That means more people are heading to their laptops or smart
phones to find and get directions to restaurants, bars, clothing stores, and
more. But what does this shift towards locality mean for your SEO campaign?
More importantly, what does it mean for your business? Read on to find out.
Local SEO is very important for any business that operates out of a
physical, brick-and-mortar location. However, many SEOs - especially ones that
put emphasis on paid placement over content-based strategies - are rushing to
pitch local-specific SEO in place of global SEO. This is a reactionary attempt
to appear ahead of the curve. Here are a few things to keep in mind when
pursuing local SEO.
1. You're probably already doing it.
Still if your company doesn't do
any trade online, you shouldn't dump global SEO for local. Why? Since when you seem
at it, local SEO is global SEO. Location-based keywords are
merely variations of the keywords for which you are already optimizing.
For instance, if you are trying
to rank for "SEO Company" and you are based in Portland, Oregon,
chances are you have used the phrase a SEO a few times on your site or blog.
Additionally, if your company has a physical location you probably have your
address on many, if not all, of your site's pages. In these instances, the web
and SEO content you've created is already location-based.
2. Starting local SEO isn't rocket science.
There are a few specific tricks
to local SEO, but it doesn't differ much from global. There are a couple of
local directories and local search engine pages you will need to be a part of
(Google Places, for instance) but the majority of local SEO work is simply
including more location-based content on your website and blog.
3. If people like your business, they'll do the
work for you.
A small but increasingly
important part of local SEO is customer reviews. This marketing technique
allows customers to share their experiences with your company and increases the
number of back links and attention your site gets. Be careful, though; not all
press is good press, and a negative viral campaign can happen if you provide a
shoddy product or service.
Yes, local SEO is exciting, but
you shouldn't drop your traditional global SEO campaign merely to hop on the
local bandwagon. Include some more location-based SEO content on your site and
blog, create profiles on local directories by internet marketing, and provide a quality customer experience and
your local SEO campaign will fall into place.
