Local search engine optimization refers to optimizing a site for specific keywords, regions, and terms, and it is an important component of web marketing, especially for searches with local intent. The process involves optimizing a site for a specific phrase or word and improving its placement in search results for those keywords or phrases, using local search engines including Google and Yahoo!.
Local search engine optimization affects the visibility of a particular site or webpage on the first few pages of organic search results for the targeted keywords or phrases. It helps sites attract customers, and its main purpose is to enhance the chances that a company’s products or services will be found and marketed by consumers. It is useful in giving businesses a competitive edge in the market.
Why local search gives businesses an edge
Local searchers are more likely to be interested in businesses close to their homes, compared to those located far away. The same is true with buyers: they are more likely to find a product if it is closer to them. Targeting buyers in advertising, making products and services available, and promoting a business using online methods are how local searchers get reached.
Not all online advertising techniques fit a campaign using local search engine optimization. Targeting online users based on their searches works better than targeting demographic categories. A business using local digital marketing should use Google Maps to get users to take a closer look at the location of the business, since it provides relevant results based on user searches. Google Maps is an online mapping tool that generates digital results based on parameters including geographic coordinates, place of interest, and user queries.
Three Google tactics for a single-location business
A good business would be one that has a single location but can cater to a wide variety of locations with the use of different tactics. Google offers three methods for a business to take advantage of its single-location strategy.
Geo-targeting through Google Maps
The first tactic involves using geo-targeting through the local Google Maps feature. A business can specify how it wants to be found when a user searches for products or services in a particular city or region. A single-location business can target its advertising based on the city or region where it operates, while also reaching businesses that do not have a single location.
Build local listings on Google Places
The second tactic is to build local listings. This can be done using Google Places, a site where businesses can post information about their business. Businesses can optimize the content of their listing by including relevant keywords, images, and other types of rich media, which helps create a more interesting site that attracts a greater number of viewers.
On-page optimization
The third tactic is on-page optimization. Organic on-page SEO helps a business gain more prominence in its chosen city through keyword optimization, image optimization, and similar techniques. On-page SEO gives a business more chances of attracting viewers and clients, which increases revenues.
Tips and organic SEO services
Running a local SEO campaign comes with plenty to keep track of, so it helps to pick up tips from websites and books that cover search engine optimization. Several companies today offer organic SEO services, including local SEO. Choosing organic services lines up the campaign with the goal of ranking for searches that bring in real customers.
FAQ
What is local search engine optimization?
Local search engine optimization is the process of optimizing a site for specific keywords, regions, and terms so it ranks in search results from local search engines including Google and Yahoo!.
Why is local SEO useful for giving businesses a competitive edge?
Local searchers are more likely to be interested in businesses close to their homes, and buyers are more likely to find a product if it is closer to them, so targeting nearby customers helps a business reach people ready to buy.
What are the three Google tactics for a single-location business?
The three Google tactics are geo-targeting through the local Google Maps feature, building local listings on Google Places, and using on-page optimization such as keyword and image optimization.
