Local Small Business Strategies
Everyone who’s anyone in the world of online marketing – or, really, online anything – has heard the term SEO. For those who haven’t, it means search engine optimization, and describes ways for websites to fill their content with the right keywords and write in the right style so as to encourage search engines to rank them more highly when you look for a certain subject matter. SEO has proven to be extremely effective, but not without limitations. As it stands, standard search engine optimization techniques tend to exhaust fairly quickly, and once there’s nothing left to do, there’s truly not much left to do.
Enter local SEO services. These are search engine optimization services that use sophisticated geo-targeting algorithms to put advertisements for certain companies on websites on related topics, and to advertise only companies reasonably close to the user surfing the web. That means someone searching for, say, Judo in Los Angeles will see advertisements for local Judo clubs, whereas someone searching Lacoste in Bed-Stuy, Brooklyn, would see a listing of all the relevant boutiques throughout New York City and nearby locales. Sound like a big step up from keyword-stuffed article writing? Yeah. We know. Now that we’ve got your attention, it’s on to the details.
Features of Local SEO Services
Different local SEO services offer marginally different packages, but they all focus on a few highly similar things. Three of these are common to just about every local SEO service you’re likely to find: Local SEO to guarantee high organic search rankings, optimized placement in locally based search engines, and geographically optimized PPC (pay per click) advertising. We’ll go over what each of these is and how it works in greater detail below.
High Organic Search Rankings
Organic search isn’t a complex biological concept. Rather, it just refers to the ‘standard’ search rankings you see when you run a query through Google, Bing, or Yahoo. While we say just refers, the process is really a lot more complex than it seems: Search algorithms are fundamental and challenging topics in the field of computer science, and every time you run a search, even for something simple, you’re employing one of the most complex and highly optimized algorithms people use on a frequent basis. Because of that, it’s difficult for people without a deep understanding of search algorithms and their ranking criteria to do an excellent job with local SEO – and that’s why services are able to do so well offering their expertise in this area. One great option to consider here is Google+ local optimization, which has full knowledge of the Google algorithm and its own powerful algorithmic backdrop, to boot.
Local placement is a little less complicated than standard organic search ranking optimization, because it’s the same thing, but on a reduced scale. Applying the same large-sale ranking optimization algorithms to local search networks that usually employ the same algorithm (local search engines often use the Bing! or Google engines, for instance) makes for easily optimized local results. Of course, you still need an expert to do the first part before you can get these benefits, which is why this is so often an included service.
Geo-Optimized PPC Advertising
This is one of the nicest things about local SEO services. By geo-targeting advertisements, they do everyone a favor. Sites hosting the advertisements are likely to draw in more revenue, since the advertisements on them will be more specific to users visiting the site; advertised venues are more likely to get new customers; and users are more likely to be pleased with their exposure to new aspects of the area in which they live related to their interests.
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