Local SEO, also called local SEM, local web marketing, local SEM, local search engine marketing, and local SEM campaign are terms that refer to a relatively new form of search engine marketing focused on the local market. The recent evolution in Internet search marketing has caused a shift in many traditional marketing practices. Traditional marketing practices such as pay per click (PPC) have become less effective in local search, where a small fraction of one percent of the one hundred most visited websites are actually paid for by advertisers. PPC is effective in local search because it can increase a website’s exposure at very little cost; however, it tends to bring only those advertisers that are willing to pay for ads, which can often be misleading given the fact that these ads are not relevant to the audience they are designed to benefit. Moreover, PPC is extremely competitive, and websites that use PPC often do so through third-party bidding services, which can result in websites with lower budgets getting much less traffic than websites with better ad budgets.
Search results that are shown in local search engines are influenced by several factors, including the type of the website, the content on the site, the amount of links coming from other sites, and the popularity of the site among its peers. One method of local SEO involves link building. In this approach, an organization takes advantage of other organizations and businesses that have links to its website. These links can boost a website’s ranking in search results, which gives a local business an edge over competitors who do not take advantage of this strategy.
Another local SEO technique used is optimizing for keyphrases. Keywords are phrases that potential customers may search using while looking for a product or service that a website offers. This strategy, also known as keyword density, enables a website to show up for a given set of keywords, which means more traffic and more revenue.
A final optimization strategy relies on social media. For example, people search for certain keyphrases on Twitter, Facebook, Google Plus, and StumbleUpon. Thus, a company can use these platforms to advertise itself and attract more people to use its products and services.
Optimizing for local use requires certain changes to a company’s infrastructure, including the address of its headquarters and main Internet and email servers. The surrounding area should be considered as well. People in the surrounding areas may not have access to the internet or other advanced services, but they may still be interested in the products and services that a company offers. Thus, the company’s products and services will not be left out.
One aspect of local SEO strategy that many companies neglect is the importance of the quality of the local search results. Poor search rankings, even if they are only in the very bottom of the rankings, can greatly affect a company’s ability to attract potential customers. For example, a business in the sixth position on Google’s local search rankings may not appear in people search results and vice versa. Thus, a company that wants to have high search volume should consider optimizing for particular keywords in order to maximize its website’s visibility in search results for those specific keywords.
Apart from considering the location of its main website, another way for a company to take advantage of local SEO is to take advantage of the information it reveals about its website. For example, an Internet user who is searching for “playgrounds in herringbone” will most likely type in the city name or town. If the website has chosen to optimize for a particular keyphrase that includes the city name or town, the website will appear in people search results for that specific term. Thus, a company that is located in the town of “Harmondale” in New Jersey will appear more prominently when a person searches for “playgrounds in herringbone” in New York City than a company that is located in the state of” Bucks County”. This is because people search using keyphrases. Thus, the website needs to optimize for a phrase that will appear more often.
In conclusion, local SEO is a highly effective strategy to increase a website’s rank in Google and other major search engines. However, it can only be as effective as the strategies and approaches a company uses in order to gain high rankings. A company should not rely solely on local search results alone to become popular online; therefore, it should also strive to rank highly in other places, too. By utilizing local SEO techniques, a company can make itself popular among other websites similar to its own.