Local SEO: Businesses Need To Continue To Focus On Local Search

Posted on January 30, 2012 by Michael Allen

Local search – and the need for businesses to earn higher listings in search engine results – is growing at an incredible pace.

In fact, Google has made recent changes in its search listings that indicate a stronger emphasis on local search results by the search engine power.

Currently, 30% of all searches either contain a city, a state and/or a zip code. Customers and prospects are using Google (and other search engines) to search for local restaurants, auto mechanics, landscapers, etc.

While targeting local keywords and local customers does mean a smaller competition pool, local SEO isn’t an easy victory. In fact, in some cases, local search is harder than national search because the total number of local customers and clients will be much smaller than a national collection of potential customers.

In addition, local businesses will also be competing against other local listing services (such as Yelp, CitySearch, etc.), who are also trying to rank high on local targeted keywords for clients who have paid a fee to be listed in their directories.

Recently, Google made it even tougher by combining its Google Places with organic listings. Now, for example, if you search for “Denver pizza” you may find the first seven businesses listed in search results are from Google Places (formerly Google Maps). This leaves only three organic positions for other businesses on the first page of search results. Note: 62% of all individuals do not go past the first page of search results. Recent studies show more and more searchers are only viewing the top three listings in search results.

Can you still compete? Definitely!

Here are some important steps to help get you started and earning higher rankings in local search results.

Step One – Find Local Keywords

Since, local search optimization includes targeting and utilizing the strongest keywords that best represent your business, goods and services, you’ll need to do some research on what keywords are potential customers entering into Google to find your goods and services. To do this, use the Google Keyword Research Tool (it’s free). Google will help you determine what keywords are the best to target for your business, products or services.

Step Two – Write Great Content

Content is king. Once you have determined the local keywords to target, you’ll want to make sure to integrate those keywords into your website’s content. This includes Page Titles and other meta tag code elements.

Fresh content is also important. Writing and publishing articles, press releases and even a blog on your website (again using those targeted keywords) will not only keep search engines interested, but customers as well.

Step Three – Link Building

Link building is the hardest and most time-consuming part of search engine optimization.

Basically, link building is the act by which you earn links from other websites pointing back to your website.

To start, your website maybe earning links from organization members, like the Chamber of Commerce, or from vendors and dealers you work with.

You may consider asking for a link from a strategic partner. For example, an auto mechanic may be making referrals to an auto body shop. That relationship might start paying dividends if the auto body shop placed a link on his website pointing back to the auto mechanic’s website.

Step Four – Maps & Listing Services

You’ll you want to submit your business, website and other information to Google Places and other listing services. There are approximately 40 listing sites you should target. Make sure all information submitted in complete and accurate.

Step Five – Monitor Results & Improve

Track search engine rankings on your targeted keywords and look for opportunities in your website to make improvements. This would include making additional content adjustments to reflect your keywords and writing fresh content such as articles, press releases, etc.

In addition, continue to search for link building opportunities. Link building never ends, so you’ll always want to find ways to earn strong inbound links to your website.

Posted in Local Search, Local SEO, Search Engine Optimization, SEO | Tagged , , | Leave a comment

SEO & Pay Per Click: Getting Started With Terminology

Posted on November 15, 2011 by Michael Allen

Thinking about finally marketing your business on the Internet?

Don’t worry: you’re not in a league by yourself. You do, however, need plan your online marketing strategy; look at your budget and then go for it. You will be able to catch your competition.

To get started, let’s explain some Internet marketing terminology:

  • Search Engine Marketing – While some consider this term to mean “advertising” on the Internet (also known as Pay-Per-Click, or PPC campaign), it generally encompasses all Internet marketing efforts on the Internet relating to search engines. This includes both organic/natural search results and advertising.
  • Search Engine Optimization – Also known as SEO, search engine optimization is a process by which your website earns higher rankings in search engine search results (i.e. Google, Yahoo, MSN Live, etc.). This is also referred to as natural or organic results. True SEO is ongoing and never ends.
  • Pay-Per-Click – Also known as PPC, pay-per-click enables anyone to advertise their products and services within the search results pages. For example, with Google, your advertisement will appear at the top of the search results pages in a “sponsored listings” section or along the right side of the search results.

Which one – search engine optimization (SEO) or pay-per-click (PPC) – should you invest your time, money and energy?

Easy Answer: Both.

Why would you limit yourself, and your business, to utilizing only one SEM opportunity? Use both search engine optimization and pay-per-click to garner more results and more traffic to your website.

There are many advantages (and some disadvantages) to SEO and PPC. Let’s break down each one and see what opportunities and investments you’ll need to make it happen.

Search Engine Optimization is based on many factors in helping your website earn higher rankings in Google, Yahoo, MSN Live and other search engines. Don’t let anyone fool you in to thinking SEO is a “secret science” or that someone knows all the tricks of the trade.

A few advantages of implementing an SEO campaign include:

  • Search Engine Optimization is free. Yes, you can hire an SEO consultant; take classes or buy books, but your rankings are based on basic rules set forth by Google and other search engines. Follow the rules. Do not practice “black hat” SEO tactics (in other words do not try to trick Google by stuffing your web pages with targeted keywords or hiding keywords in the background of your website. These tricks may result in your website being banned or punished by search engines).
  • Statistics show Internet searchers prefer to use the organic/natural results rather than clicking an advertisement in a PPC campaign. Why? Because Internet users are smart. They know it’s an ad! In fact, 70% of all searchers click within the organic results before they click an ad.
  • More traffic to your website. Higher rankings give your website more exposure. More exposure offers the opportunity for more traffic to your website.

There is one big disadvantage to search engine optimization:

  • SEO takes a lot of time. Organic results do not happen overnight. Don’t expect to start working on your keywords, content and link building today and see your website climb into the Top 10 in Google next week. Remember, “true” search engine optimization never ends. Once your website is at the top, you’ll need to continue to work (sometimes harder) in order to keep it at the top.

Equally, there are advantages and disadvantages to implementing a Pay-Per-Click campaign within Google or another search engine.

Some advantages include:

  • Begin today and have your advertisement appear on the first page of Google today.
  • Work within your budget. Set an online advertising budget for your PPC campaigns and you’ll never break the bank. In fact, Google, Yahoo and other search engines will help you set up a budget and suggest best practices to make sure you work within your financial limits.
  • Turn it on or turn it off. You can set multiple campaigns and have some running, while others are on pause. You can test weekend campaigns or run one-day campaigns for online specials. PPC gives you a lot of flexibility, which you don’t have with SEO.

Disadvantages to PPC campaigns include:

  • It can be expensive. Bid low and your advertisement will not appear on the first page (or, perhaps not even the second page). If you increase your pay-per-click bid, then you’re one step closer to juggling budget numbers and spending more than anticipated. PPC is not for the faint at heart or for those on a piggybank budget.
  • You’ll need to be able to write compelling headlines and body copy to create an advertisement that will attract clicks and potential customers. This isn’t as easy as it sounds. Headlines are limited to 25 characters and ad body copy is limited to 35 characters per line. Utilizing targeted keywords (and a sales pitch) into small spaces can be challenging. Don’t forget to drive traffic to the best landing page. Not everyone needs to go to your website’s home page in order to purchase; sign up for a newsletter or to download a trial version.

While both search engine optimization and pay-per-click have advantages and disadvantages they are strong when combined in an overall search engine marketing campaign. PPC allows you to appear on the first page of search results as soon as you can set up your campaigns and budgets. In addition, pay-per-click is good to fill in the gaps on challenging keywords in a competitive search market. While SEO takes time, it may earn a better return on investment and, with time, higher rankings will likely improve traffic to your website.

Posted in Pay Per Click, PPC, Search Engine Optimization, SEO | Tagged , , , | Leave a comment