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Increase your website ROI, targeted site traffic and repeat sales with local search engine optimization (SEO)

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Search Engine Optimization (SEO) or Pay per Click (PPC)?

Local SEO is a must for businesses that sell products locally to a specified geographical area. Getting your website ranking really well in the organic results on the search engine results pages (SERP) with local SEO is a vital marketing strategy for any business trying to reach their local consumer base. Organic search results are the usual listings you see when you do a search in Google, Yahoo or MSN.

	Increase your targeted site traffic		Increase your conversion rate
	Increase your repeat sales		Reduce your marketing costs
	Increase your website ROI		Gain competitors traffic flow and sales
	Make your site better for users		Improve your brand visibility

The number of consumers searching locally will continue growing. You also enhance the user's experience by bringing your customers or prospective customers to highly relevant local content on your site.

Local search presents unique opportunities with the potential for your listing to show in 3 different areas on the results page, (organic listing, local listings, and paid listings), local search presents an exciting potential to dominate your space.

Over the last few years the search engines have been providing improved "local search" features. Google in particular has been embedding 'Local Business Centre' results inside their search pages as part of their Universal Search results. Google Local results often appear at the top of organic search results, so a business listed in Google Local may appear before a website aiming to be the most relevant for an organic search. We can help your business get more exposure with Local SEO and geo-targeted Pay Per Click advertising.

Land a consumer on relevant local information and your conversion to sale increases while page bounce rates and site abandonment decreases.

Keyword research for local SEO is slightly different as you may find that instead of searching for the town, locals search by area.

On-page tactics for local SEO are generally the same as traditional SEO, but with a focus on the location being targeted. This means traditional SEO elements (e.g., page titles, page names, meta tags, keyword density) still factor in getting a page to rank. The difference here is the local focus of the keyword targets.

For example, with local SEO you'll tend to focus the previously mentioned elements on a keyword target made up of the location and keyword. Then, if you have a large number of location pages, creating an HTML directory of locations by hierarchy often works. For example, by linking the sitemap page to region pages (e.g. South West) continued with a listing of town pages that link to a complete listing of individual location pages.

As with traditional SEO, off-page tactics are important for local SEO as well. Inbound links should be created between your site and relevant local sites. The link anchor text on these sites should be reflective of your localized keyword theme and the links should point to individual location pages and not simply to your home page.

Don't forget to leverage social media. There are several local opportunities in the social space that should be considered including a whole range of directories such as Applegate and the local tipping services such as Tipped.

Another crucial part of local SEO is about using contact information effectively:

• display your full address with postcode on all Web pages

• include a local phone number

• provide driving directions and a local map

• consider placing contact information in the footer of every page

We love helping local businesses in Bath, Bristol, Swindon and Chippenham succeed in the ever evolving online world. The trend towards local search is growing every day and our clients have been seeing growing rewards with the help of our local SEO services.

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