Posted by: LGD Communications on February 24, 2012
Shifting Towards Local SEO From Broad SEO
This week’s SEO tips demonstrate how important it is to understand your target audience to obtain the best results and meet your small business goals with online tools.
Due to the rapid shifts in the world of search engine optimization, it’s increasingly important to keep up with industry trends on a daily basis (and we do mean daily, especially in this business!). For instance, note the recent change from the preference of broad SEO techniques to local. More specifically, broad or globalized SEO was previously considered more important than localized SEO because it reaches a larger audience of people. More eyes looking at your content is better, right? Perhaps surprisingly, the answer is no.
Consider this; would you rather have 1,000 people viewing your page, who are indifferent to the content in which you are putting forth, or a carefully selected group of 10 people who have a vested interest in you brand? The answer should be option two. Quality over quantity is the wise rule of thumb (from a small businesses perspective).
The shift towards greater implementation of local SEO strategies demonstrates how important it is to target more local consumers using the most specific methods possible.
5 Tips for Optimizing Your Website for Local Search
1. Claim Your Brand
Make sure you are creating a Web presence (citations) on all review sites and directories for local business such as; Google Places, YellowPages, Yelp, etc. Having a “verified” owner page on these sites will form a more favorable opinion of your company and can even provide viewers with a deeper level of trust in your organization.
These local listing services also provide business owners the option to upload pictures of their business. Having images for potential customers to view will provide them with a much stronger image as well as enhance their trust in your brand.
2. Don’t Leave Any Opportunity Undiscovered
Leave no stone uncovered when it comes to getting people to voice an opinion about your company. Feedback and reviews are huge for the small business venturing into the online realm. Your contact form on your website, invoices and email communications are just a few examples of places where you could ask for feedback.
Asking social media users to review your business on YahooLocal/Google/Yelp will encourage open discussion. Ultimately, using these localized SEO practices will help increase buzz out about your brand raise your rankings on the local SERP (Search Engine Results Page).
3. Get Them Talking
More interaction leads to better search results. While there is a greater chance someone will leave negative feedback as well as positive, this gives you a clear understanding of what your consumer thinks of your brand, services and products – something you’ll need to know to improve operations where you see fit. The free promotion created by local review sites will amplify the credibility of your organization and generate trust in your business.
Another valuable SEO strategy is to reach out to local bloggers in an effort to encourage them to write something favorable about your organization. Bloggers are always looking for content to drive users to their website, so why not encourage endorsement of your brand as one of their posts?
4. Place yourself in the Customer’s Shoes
When developing your content (including keywords and tags), keep your targeted consumer in mind. Consider what terms your customers will put in the search box and ultimately lead them to your website. Utilizing local SEO techniques versus broad may bring less people to your page, but they are more likely to be the specific group of people who have the desire to be there – those who will make a purchase or pick up the phone.
Focusing on less popular keywords that drive less traffic may actually have better results and a higher probability of sales. Thinking like your targeted consumer will help you in the long run by bringing more qualified traffic to your website.
5. Localize your PPC
Pay-Per-Click (PPC) advertising is an important tool in the SEO field. Using PPC allows you to test different keywords in an effort to narrow down your focus to a very precise target audience. Once you have tested results, you’ll be able to reorganize keywords and content and begin to rank organically – ultimately achieving the same effect without paying for it!
By setting highly localized demographics and targeting the most specific areas possible, you can entice the community to choose your business over the competition. Using this method to determine keywords (based on the amount of clicks) will ensure the most valuable audience is reaching your content.
Need a Professional Opinion?
While it can be overwhelming for those with little time and patience, it’s clear to see how important it is to stay on top of the changes in SEO strategies in order to effectively market your business. Of course, it never hurts to get professional advice. Contact our interactive team at (305) 576-9400 for some personalized guidance on how to localize your SEO.