Local search engine optimization (also called local SEO) is similar to organic SEO in that it’s an effort to boost a site or a page’s ranking in the unpaid results of a search engine called the “Organic Search Results” or more popularly, the “New Search Results” on Google. Organic search results are those web pages and sites which have not been paid for and they are consequently ranked higher in the unpaid listings than other sites and web pages. This happens because they are relevant to a user’s query and the search engines are able to recognize them because of their higher relevancy. This is in contrast to the paid results – like ads – where relevancy is determined by the advertiser.
Local search engines usually rank a page according to its overall relevance, as shown by the keywords used in performing the searches. These keywords can be local in their particular regions or cities or even across the world. Since the webpages have to cater to the local business market, the relevancy of keywords is very important. That’s why it’s important to conduct local SEO consulting services from an experienced SEO firm.
Local SEO consulting companies can analyze the competition and recommend changes to the optimization strategy or modifications to the current campaign depending on the results of the analysis. One of the first recommendations is that businesses should implement a “Who, What, Where, When and Why” breakdown of their industry to better understand the target market and what they do. Then, a business name analysis should be done to identify existing brands or theme-related names which can still be optimized. The “How” sections of the strategy should focus on building link popularity and backlinks to the site or page that needs improvement in ranking factors.
Data aggregators such as Yahoo!, Google Places, Yelp!, and others are used by Local SEO firms to acquire and organize large volume of data which can be used for Local SEO consulting services. Data aggregators will provide information on the website’s pages for top ranking factors by geographic location. For example, if a consulting company has data on five million pages for a particular industry, they can use this data to optimize the content on their client’s website for each city, state, or country individually. This can make a significant difference when it comes to Local SEO strategies and goals. The data aggregators also allow SEO companies to obtain data on how pages are optimized for key phrases, key demographics, and other important data.
A popular way of optimizing Local SEO strategies is through the use of pay per click advertising, known as PPC. This form of online marketing was initially developed for small business advertising. However, with the increase of search results driven by organic search, pay per click advertising has become increasingly popular in Local SEO strategies. Pay per click advertisements are sponsored links placed on the right hand side of Google search results. They’re not really considered part of Local SEO, because the client owns the rights to the advertisement.
Pay per click advertising works because the advertiser pays Google when a searcher clicks on their advertisement. Google charges the advertiser a predetermined amount per click, whether or not the searcher clicks through to the advertiser’s website. The more times someone clicks through to an advertiser’s website, the higher the advertiser’s payment will be. That’s why paying ads work so well for Local SEO; people are always searching for things at a local store, and many of them will likely be searching for a particular product or service. It’s not uncommon to see a link to a local grocery store or to the location where a person plans to rent camping equipment.
A great way to optimize Local SEO is to build links with other local businesses. Many search engines, including Google, offer the ability to submit content to their websites. This content is available for anyone to publish, regardless of their level of expertise. When other websites pick up on your content, they will incorporate it into their site map. This means that when someone searches for a particular term related to your niche, if your site is listed as one of those sites, they will see your listing. This is one of the best ways to boost Local SEO.
One final way to boost Local SEO is to make sure you are using the right keywords. Keywords are essentially the words people will type into their search engines in order to find you. If your business sells camping supplies, you want to include specific keywords that describe your products or services. If your business provides kayaking rentals, you want to include specific keywords that describe that service. By making sure you are using the right keywords, you can optimize your site for specific searches and generate a high number of visitors.