Using Local Search in SEO
Posted by Dylan Brent on 31 Jan 2008 | Tagged as: SEO Strategy
An increasing amount of users on the internet are focusing their searches locally when looking for a product or service. Gone are the days of just typing “product” in the search bar; it’s now “product + area”. Searchers have become more specific with their searches, so a site is not fully “optimised” until it`s optimised for local search. Here are a few ideas to keep in mind:
Mobile search market is on the rise, with blackberry and the advent of systems like Verizon’s new technology. People are searching for the nearest sushi bar in their area with a handheld device. Then for some fun afterwards they search for a club that`s open to go dancing and have a few cocktails.
Host your site in the country that your business and target market is located in. When a local search has been made e.g. “Restaurants in Cape Town, South Africa” search engines give preference to restaurant sites that are hosted in South Africa verses those that are hosted in the U.K.
Press Releases; use them if your company is doing something new online or offline. Let the local community know what`s happening with your company by taking advantage of press releases.
Contact Information on your site is important. Have a physical address and phone number within an <address> tag, at least on your contact page and one other page. The best option would be to have your address at the bottom of every page on your site. Searchers trust an online business more if there is evidence that the company really exists in the “Real World”, and having a physical address and phone number will provide this for them. Here is an example you can use at the bottom of your page:
MediaVision Search – South Africa SEM – Located in Cape Town, West Lake
Submit you company to some local and relevant directories. http://www.ananzi.co.za South Africa
http://www.southafrica.co.za South Africa
http://www.ezilon.com Europe
http://www.insiderpages.com USA
Submit to internet Yellow Pages.
http://www.yellowpages.co.za/ South African Yellow pages
http://www.europages.com/ For Europe
http://www.yellowpages.com/ American yellow Pages.
Submit your site to local search engines.
Set your location in Google`s webmaster tools. This can only be done if you have a .com domain. With a co.za domain, you can’t set your GEO IP in Google`s webmaster tools to UK, as it`s contradictory. You can, however, have a co.za domain but host it in the UK.
The key to local searches is intent; people are far more likely to be looking for a service provider if they add a location, and there is the key to local search. So don`t make the mistake of neglecting and underestimating the value of localised searches. Your best customers will most likely be the ones doing the local searches, and if they can`t find you online, there is a strong chance they won`t walk through your door.
