Top 10 Local Search Optimization Factors
Top 10 Local Search Optimization Factors
Top 10 Local Search Optimization Factors
In part 3 of the local search marketing lessons course we will cover the top 10 factors of local search engine optimization. Dont let the word optimization scare you, we are only going to go over just the basics and not get into any technical information. These 10 factors are all easy for you to implement and will be fundamental in progressing through the rest of the lessons in the local search marketing lessons.
What is Local Search Engine Optimization?
It is setting up your businesses online presence so that you can be found by local customers searching for your product or service.
10 Most Important Local Search Engine Optimization Factors
1 Your address
Be in the city you are trying to rank for
To rank in the local search results for a given city you need to be located in or near that city. Don't try and rank in local search results for New York if you live in California.
Distance from the centroid of the city matters
The closer you are to the cities center as shown on a generic "City Name" Google maps search the better you will do in local search results
2 Citation Quality
What is a citation?
A citation is when your business is mentioned online. They can include a combination of your business name, address, phone number or website.
What Makes a High Quality Citation?
1. Accurate business name, phone number and address are the same as your true information
"5189 Marry St" is better than "Mary St across from Joes Pub"
2. Reputable - The website your business is mentioned on should be a reputable website
"CNN.com" is better than "FunnyNews.net"
3. Relevant A website related to your product and services is better than a generic website If your business is in the wedding industry than a wedding related website mentioning your business is better than a generic website mentioning your business.
3 Citation Quantity
Think of a citation(mention of your business on another website) as a vote. The more votes you have the more relevant local search engines think your business is and will have you rank higher.
TIP:
Citation mix Having a few high quality citations as well as a high quantity of citations are the most significant factors in helping you rank well in the local search engines.
4 Business Name
If your business name contains keywords for your product/service and the local area you will do better in local searches.
Example:
If Ken of Big Event Entertainment where to change his businesses name his ideal name from a local search engine optimization standpoint would be "Collingwood DJ" or "Collingwood Wedding DJ"
TIP:
If your business name doesn't include your local area or product/service name don't worry. You can overcome this by having your citations include these keywords around your business name.
5- Website
With the new integrated local search results, businesses that have a website will perform better than a business with no website.
TIP:
If you do not have a website there are some additional resources at localsearchlessons.com that will help you get an economical local search optimized website.
6 Business Category
Choosing the most commonly used search terms for your business category is very important for ranking.
TIP: Use at least one Google places default category
TIP: Custom categories are great locations to add some of your targeted keywords
7 Businesses Online Information Consistency
It is important to ensure that your business name, address, phone number and website are consistent amongst all your mentions(citations) online.
TIP:
This is the best way to avoid duplicate listings and their penalty
Duplicate Listing when your single business location shows up twice on Google maps and lowers your overall ranking.
8 Phone Number
Having a phone number that is identified as being located in your target area significantly improves your rankings.
TIP :
There is some data showing that having a 1-800 # as your primary phone number can have a negative impact on your local search engine optimization efforts.
9 Content On Places Page
More is better more relevant useful content that is on your places page will improve your ranking.
Photos:
Photos can both enhance your local search ranking as well as improve conversion of a browser to a store visitor. Adding photos to your local page is a must!
TIP: Geotagging photos can enhance the benefit of those photos.
Geotagging: means adding geographical identification to a photo/video
Video: Similar to photos having geotagged videos of your business and its products or services can greatly enhance your local listing rankings.
Maps: Having locally relevant maps you have created has been shown to increase your rankings
10 Reviews
Google and other local search engines want to return the most relevant websites for your given search term. Because of this goal they view the number and quality of the reviews relevant for what results they give the searcher.
The number and quality of the review has been shown to help in having your small business rank well in local searches. Having more reviews or better reviews means you will rank higher than an otherwise equal competitor.
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