I recently gave a seminar about Internet Marketing in Palm Beach Gardens, Fl, specifically about Local Search and more people showed up to this seminar than any other seminar so I figured this must be a very hot topic.

Google and Local Search

You need to be aware of a new trend that Google appears to be implementing in order for their customers to be most satisfied when they search for products and services.

It is estimated that 1 out of 5 people include a geographical qualifier (fancy term for city name) when they are searching. I personally include a city name 4 out of 5 times when I am searching so I tend to think the 1 out of 5 statistic is low. Whatever the actual statistic is doesn’t matter because all that matters is what Google is doing about all these people searching using geo keyword terms when they search.

Why Local Search?

If you are a local business and are not trying to get business nationally or internationally doesn’t make sense to spend your marketing funds and efforts on a local online marketing campaign?

In today’s online marketing battle field, you have a lot of deep pocket lead generation and directory websites that have 45,000 incoming links and 4,700 pages on their websites. How do you, a small local company website compete with that?

Take heart, there is a solution and it is called Local Search Optimization.

A New Way to Think About Website Optimization

The trick is, going for the geo keyword terms that your online competition is not striving for. Some of these large robust websites are not optimized for some of the city names and keyword terms you might be interested in.

The truth is- we are at Google’s mercy. Luckily, Google seems to be serving up websites that use a local website optimization strategy most likely because this is the most effective way for Google to satisfy their customers, the searchers.

This new trend is very beneficial to any business who is only interested in acquiring business from a specific county, section of a State or a radius around a business.

So How is Local Search Implemented?

In general, when you choose the keywords to optimize your site, add the city names you want rank high for and combine them with your chosen keywords. Example: Website Optimization Jupiter, Fl.
If you can use your best keyword and your office location city name in your URL, then you are way ahead of the game for that specific keyword. Why do you think the name of my website is www.seopalmbeach.com? That was no accident.

Onsite Website Optimization

Next, create separate pages for each one of your new geo-keywords. For example I am creating a new page for my website based on the keyword “Website Design West Palm Beach.” Then when someone puts that keyword in the search box, I will hopefully come up on the first page. I do have some competition so I will have to do more than my competition is doing.
Of course you will need to make sure all of your title tags, description tags, images; files etc. are optimized using your geo keyword terms.

Offsite Website Optimization

Google has their own form of an online directory and it is called Google Places. It has been called Google Maps and Google Business Center as well. It can be confusing however I think they have landed on “Google Places” for now.

Here’s the thing, Google Places is in direct competition with you for geo keyword terms so ou have to get your business on Google Places. Make sure your fill the forms out completely and add photos and a video if you can. Google Places is only effective if you have other places on the Internet that Google can validate your address. It is also helpful if you have your address on every page of your website.

Local Link Building Campaign

Get some local links from free local business directories and look on all of the popular local directories to see if your contact information is correct. A link from your local chamber of commerce wouldn’t hurt either. There are also a lot of local magazines that have websites that will allow you to run free classified ads. They may allow you to have a link back to your website.

Social Media Optimization

Facebook is very popular and they are now easing up a bit on allowing you to use your fan page for marketing purposes. So, make sure you have a link to your Facebook fan page and your Linked-In page on every page of your website. Get your Facebook fan page customized, branded and optimized. Feed your blog through your fan page. (I bet you didn’t know you could do that.) And optimize your linked-in profile page using your best keywords.

I hope this post was helpful. Optimizing your site takes time, knowledge and a little bit of marketing savvy. However, if you are determined to get the phone ringing with new leads directly from your website, you must optimize your website using local keyword terms and a local optimization strategy.

Carolyn