| The power of local search is such that no website | | | | needed for different pages. So if you're got one |
| should be without it. By ignoring the possibilities of | | | | business that has a number of outlets, you don't |
| allowing people to find you by location rather than | | | | need to be confined to just promoting your head |
| simply through your business and associated | | | | office as each page can have its own geographical |
| keywords, you could be missing a very important | | | | identity. With coordinates and HTML coding involved, |
| trick. | | | | it isn't necessarily the easiest way of optimising your |
| Unless you're an offshore business, there is really no | | | | local search credentials, but it can be the most |
| reason why you couldn't or shouldn't be benefiting | | | | worthwhile. |
| from local search. Whilst it may seem like a major | | | | Once you've completed all of your website changes, |
| amount of work for a speculative gain, the truth is | | | | then you can look to explore a few offsite |
| that you can achieve great results for what is a very | | | | opportunities. Search engines are always a good place |
| simple process. | | | | to start, particularly as it is their traffic that you're |
| Unlike other areas of search engine optimisation, local | | | | ultimately looking to tap into. Most of the major |
| search isn't bound by complexities. There's very little | | | | engines provide a local search directory, which will |
| in the way of trial and error, plus onsite changes can | | | | often appear at the head of the SERPs (search |
| often be kept to a minimum. The one visible | | | | engine results pages) and include a map with plotting |
| alteration that may be required is simple text changes | | | | points for each business in the vicinity. |
| within your site's body copy. Occasional mentions of | | | | Whilst you can't simply muscle your way to the top |
| the service you offer adjacent to your location, be it | | | | of these, a good position within the local search box |
| a village, town, city, county or even country, will help | | | | can result in improved visibility and subsequently |
| your site get picked up by search engines for these | | | | increased site traffic. Gaining a leading position is |
| specific terms. | | | | achieved through conventional SEO, so the search |
| For example if you're a London based antiques dealer | | | | engines assign a level of authority for your site based |
| you might want to include a general phrase like | | | | on their own algorithmic calculations. |
| 'London antique store'. However, you might also want | | | | Local business directories such as the Yellow Pages |
| to be more specific, focussing on the immediate area | | | | (Yelp) can help hone in that local search strength. You |
| that you're located in 'Greenwich antique store'. The | | | | may also find industry specific ones that can also help |
| decision on how focussed your search is should be | | | | improve your SEO, online visibility and local search |
| largely dependent on the business that you have and | | | | credentials. If your site has a number of inbound links, |
| personal preference. | | | | these too can be optimised by simply using your |
| A slightly more complex approach is to incorporate | | | | local-business key terms also implemented within the |
| something called geotagging. This is an invisible piece | | | | onsite copy. |
| of coding that sits within your website's Meta. | | | | As with all website marketing, the more you can do, |
| Essentially it works by pinpointing your business using | | | | the finer the focus and the better the quality, the |
| global coordinates and then allowing you to select a | | | | greater the end product you can achieve. Local |
| zone of influence, which is basically how specific you'd | | | | search hasn't yet been adopted by everybody, but if |
| like to be about your locality. | | | | you want to get your business noticed within a |
| The best thing about geotagging is that it can be | | | | certain region, there really is no better investment in |
| used right throughout the site and adjusted as | | | | time. |