Thursday, December 6, 2012

Local SEO Saves Money While Reaching Targets

Local SEO uses geo-modifiers to target search results and get search engine users the answers they seek. Geo-modifiers include information about location: a city, zip-code, street or neighborhood. Local SEO is extremely important for brick-and-mortar stores and restaurants. Companies who do business globally, or primary over the internet, optimize their sites for common keywords that rank in relevance from a non-geographical standpoint, but that same tactic does not work for stores who need to be physically found. In fact, optimizing a web site by typical SEO standards and ignoring local SEO can be a huge mistake made at the extreme expense of the local company.

Residents are no longer using print media to drive their local purchases. Yellow pages, even printed advertisements, are no longer found in every home. People go to the internet to find what they need quickly. Smart phone technology has made a local, online presence even more imperative as customers go online to find coupons, read reviews and get turn-by-turn directions to the location they seek.

Let's say your company is a soup restaurant in Manhattan. You opened last week and everyone seems to love your soup. Word is spreading and people are coming in. Unfortunately, however, when people look to order online for pick-up, they are not finding you, just the other soup restaurant that is a block away. Who do you think they order from?

Today's internet users want immediacy, so it is easy to lose out to the competition if your company is harder to find. Local SEO equips your site with the tools needed to maximize the soup market in your company's geographical area. If your site was optimized globally using overarching keywords, you are missing out on the local traffic. Local SEO can take local searchers to just what they are looking for: a soup restaurant in Chelsea, 10011.

Recent research indicates that 71 percent of searchers value the information contained in local search results, with 59 percent of consumers reporting that they use Google (at least) monthly to locate a local business or read reviews. Results also show 60 percent of local searchers adding a town or city name to their search, while 42 percent use zipcodes for searching.

Local search value is also added when companies corner search terms that are in line with the dialect of local and regional markets. These small changes can make a big impact in search results. Like any SEO campaign, local SEO is more than just filler text with some key search terms. A local SEO campaign researches the market and measures results, with constant check-backs to build brand awareness, drive search engine activity and increase leads and sales of products.

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