Google has been paying a lot more attention to local search in recent years.
This is good news for mom and pop stores that rely on business from local customers as well as for big companies that have local branches.
The Internet is crowded with companies using search engine optimization (SEO) strategies to promote themselves; Google's emphasis on local search gives businesses in a searcher's neighborhood an opportunity to get attention.
Local SEO is an essential element in this as many searchers still report that they cannot find established local businesses online.
How Local Search Engine Optimization Works The most important element in local SEO is to identify the website as local.
In the case of a business website, it is important to include keywords that indicate the location as well as the business-type.
This allows the search engine to index the site so that it shows up when local users search for that type of business.
Google usually serves up several local enterprises near the top of its results pages, thus ensuring that they grab the attention of the searcher.
Local Website Optimization Tips Business websites should provide: - Content that is relevant to the geographical location.
This is information that will be of value to people living in the area.
- Links to other local websites with local content.
- Locally relevant keywords.
This can include nicknames for the community as well as mentions of local businesses and institutions.
- A good mobile experience.
Mobile devices are increasingly being used for online searches, a significant amount of which is for local products and services.
In fact, some estimate that over 60 percent of local searches are conducted on mobile devices.
The website should be constructed to be usable on a wide range of devices with different screen sizes and operating systems.
- References to the name, phone number and address of the business.
It is important that this information be kept the same on all web pages.
It should be the same information formatted in exactly the same way wherever it is referenced.
In fact, it is a good idea that it be placed in the footer on all pages.
- A social media presence.
This can greatly enhance the appeal of the site to local customers.
By staying in contact with them via sites like Twitter and Facebook; a business can build connections and get promoted via word of mouth.
- An embedded map to the business created with Google Maps.
Not only does this pinpoint the location of the business for Google, it provides potential customers with directions.
Creating Profiles Still another enhancement to the local visibility of a website is the use of profiles.
The major search engines offer businesses the ability to create profiles with their name, address and phone number.
These listings will show up in searches and serve as an alternative to antiquated paper directories.
A business may already be listed as "unverified.
" A business owner should claim their unverified profile as soon as possible; along with providing updated information, they can allow customers to leave reviews.
Reviews are valuable for local SEO.
Optimizing a website for local search is not about tricking search engines; it is about making sure that the site is associated with a particular geographical location.
It is all ethical.
The point is to make users aware that the website represents a business in their area.