Maximise your Local search visibility in just 5 steps

  • April 22, 2010
  •   /  No Comments
  •   /   Written by admin

There always seems to be a note on the marketing plan to capture traffic from natural search. Many companies either depend on footfall from people in the region or benefit from visitors searching for regional keywords.

With search engines becoming more “universal” and featuring more local results in their main search results pages, the opportunity is obvious. Here are 5 simple steps to increase your reach in local search.

Step 1: Use local keywords on your site
Google and other major search engines typically display local results for searches that contain local terms. If your site doesn’t feature local search keywords, its unlikely Google will give you rankings.

If your content is relevant to a specific region, think about how to insert the location in your page title, body, H1 and any other areas highlighted in standard SEO recommendations.

Step 2: Write about local info
This is great way to get local regional keywords in your copy. Forget about keyword densities, focus on writing great user friendly content around the topics you need to be found for.

Be creative: if you are trying to rank for “Coffee shop Paddington,” you can write about the businesses in Paddington that buy from you daily.

By providing interesting information that you can provide about the region you are trying to rank for, you also help build search engine friendly content that helps your SEO efforts.

Step 3: Get listed in Google local search
Getting listed in Google local is very easy, just follow the steps with Google Local.

Key tip: When you are creating your listing, don’t just use the brand name. Starbucks may be a well known brand, but they will be able to reach people just looking for coffee if their local listing looked a bit more like “Starbucks – Coffee Shop in London”

Once your listing is up live, think about opportunities to get user reviews to the page. Simply asking your visitors often works well, or think of benefits for your visitors to rate your service or product.

Step 4: Local directories
Local directories aren’t just a source of potential traffic, they are also effective as links that tell Google your content is targeted at a single region.

You only need a few links from local search directories to see a noticeable boost in your local rankings.

Step 5. Attract links
The most powerful solution to great local search results means a little creativity.

Think laterally; if “Graduate Jobs London” is an important local search term for you, perhaps content around “Things to do in London after graduation” will find you sites that are not directly related but may be receptive to your message.

Bonus tip:
Always setup your reporting, be that analytics or other reporting tools to measure the impact. Don’t rely on gut feeling if things worked. Make your actions accountable.


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