subject: What Local Search Optimization Can Do For Your Site [print this page] Are you looking for a way to increase your business visibility? Then you have to improve your local search performance.
As a marketing manager, leave no stone unturned in your quest for wider business coverage and visibility. Local search optimization can bring your site local traffic as much as any other Internet marketing strategy.
To improve your local search marketing performance, don't overlook the power of your business address to carry you through. The following simple but effective techniques can leverage your business address and enhance your local search:
1. Submit your address to business directories.
Business directories are online Yellow Pages. Getting your business name and, most importantly, your address, listed in these directories will turn your address into relevant content. Search engines spider the web continuously, and when they reach the business directory where you are listed, they will take note of your business address. Keep submitting your address, particularly to reputable business directories. The repeated mention of your address in association with your business name will tell search engines that this is relevant to your business. In time, whenever a local search is made using the address, or within its vicinity, your business will be listed in the top of the search engine results pages.
Keep your address conventions consistent. If you have already submitted to a business directory site using the word "Avenue" in your address, use this in your subsequent submissions. The use of the abbreviated version of the word (i.e.,"Ave.") in future submissions negates the purpose of consistently submitting one absolute address associated with your business.
2. Place your address in strategic places within your website.
Optimize your website for local search through the strategic placement of your business address right on your web pages. Here are some address placement examples:
1.The "About Us" page. Include the location of your business on your About Us page, together with your business history, and what your business is all about.
2.The "Contact Us" page. Together with your telephone numbers and email addresses, don't forget to place your business address on this page.
3.The Footer or Blog side bar. This ensures that your business address is visible on all pages users visit, and every time search engines spider and index your website.
4.Google Map widget. Enter your business address in Google Maps, ensure that your business location is visible on the map, and embed the HTML code in your website.
5.HTML Code snippets. Place HTML code snippets on your web pages to tell search engines that the particular group of words is your address.
Site visitors will not see the code; they will only see your business address displayed as follows:
870 Market Street,
San Francisco, CA 94102
Including your address on every page of your website is your goal, but be careful not to violate search engine rules as you do this. Avoid keyword stuffing or ambiguous addresses to increase the performance of your local search.
3. Ask customers to review your listing.
Your customers can do their share in your local search optimization by providing a review about your site in business and search directory listings. Tell them outright that you have been listed in the directories, and that you would appreciate them providing relevant feedback about your business. Search engines will consider customer reviews as content associated with your site.
These simple strategies are easy to implement but yield lasting benefits. And when you integrate them into your overall marketing plan, they effectively guarantee improvements in your local search performance and open your business to more online visibility.
