As local search technology continues to become even more vital to businesses that wish to position themselves with a global competitive advantage, marketing based on geographic location is crucial.
Local organic search optimization, especially for businesses that do not have a physical presence in the location they are targeting, is a necessary growth step. In our previous posts, we discussed the importance of being listed in established, high-ranking network search portals like the Boomja Network's, as well as the importance of identifying and implementing the proper longtail keywords.
This post will discuss how longtail keywords can be used in conjunction with compelling content to further enhance local organic search results.
Savvy Consumers Drive More Targeted Marketing
When consumers first turned to the Internet to discover products and services, they were very generic about the terms they used to find what they wanted, so simple keyword optimization worked. Now consumers are far savvier. The search terms they use to find products and services have narrowed significantly. Rather than searching for “lawyer in Bridgeport,” a consumer will now enter an entire search string: “experienced DUI lawyer in Bridgeport.”
By maintaining highly relevant and high quality content listings that match the pages of the portal (as ours do) and points to client landing pages that are also highly relevant and high quality, better results are achieved in local organic search. For example, if you search for “Mole and Vole Removal Branford CT” and follow our listing in the search, then click on our clients URL on our page, you will notice the great content flow all the way through onto his page, which is extremely informative. This client is killing it in search and in sales.
Trying to game the search engines will always, inevitably, backfire. There are tremendous opportunities, however, for businesses that recognize that persistence and consistency pay far greater rewards than trying to buy their domain to the top of the list. The most intelligent way to improve a client's site is to populate it with interesting and useful content and anecdotes – content that attracts targeted audiences and search engines alike by using these longer, more specific search strings.
Consistently creating compelling content – following our five rules for creating content – is the next step to achieving success with local organic search optimization. You must provide your readers with something of value while also providing something for search engines to grasp.
In our final post of the series, we’ll discuss how using images and video can further enhance your local organic search optimization efforts. Contact us to find out how we can help you expand the search engine rankings for your top keywords in all the local markets you need to reach.
Image Source: MorgueFile (Modified)