Guide To Local Search Engine Optimization

Local search engine optimization (LSEO) is a process that affects how a site or page ranks in the unpaid results of popular search engines, also known as organic results. LSEO is an element of SEM, but unlike broader SEO it does not necessarily focus on link building, on-page content, or inbound links. It covers local listings, content writing and submissions, and link building across various search engines.

Local SEO can benefit businesses of every size. Large businesses have an edge because they can be more specific with marketing in their local area and have the resources to advertise to nearby markets. Smaller businesses cannot match that scale and have to work harder to gain a foothold in their market.

How can small businesses compete with large companies in search?

To compete with large companies for top ranking in paid searches, small businesses first need visibility in organic searches. That is done by submitting relevant content to online article directories, creating backlinks to relevant websites and blogs, distributing company news through social media and other digital channels, and including contact information in email campaigns. These strategies can take months to implement, which is why many smaller businesses turn to local search engine optimization. For businesses that want to improve rankings in local results on major search engines such as Yahoo and Google, SEO is the answer.

Why does the current economy matter for local SEO?

The first step in local SEO is understanding the current state of the global economy. Today’s economy depends on global business ventures. Many businesses with their own brick and mortar establishments are now targeting consumers searching for products or services outside of their city or region. Companies that offer localized services have to adjust their strategies to include local searches.

What role do organic search results play in a local SEO strategy?

Local SEO efforts need to include a strategy built around organic searches. Organic search results give potential customers the most relevant lists of websites and businesses tied to the keywords in the campaign. Some research is required, but social media and digital channels can be used to generate relevant links. Beyond traditional backlinks, some businesses may want to incorporate social media into their local search engine optimization strategy.

The goal of optimizing a website for a certain area is to make sure visitors can find the information they are looking for. Businesses with their own websites can use local searches to reach a wider audience, which gives local businesses an edge on competitors because they get listed closer to the top of results on Google, Yahoo, and Bing.

How strict are search engines about local rankings?

Local search engines have recently become more strict about online rankings. Businesses that use organic search results need to make sure their site is included in them. A site that appears toward the bottom of organic results may not be as effective as one listed toward the top. Beyond where a site falls in the overall hierarchy, the page rank of each page needs to be considered when organic optimization begins.

How does PPC fit into a local search strategy?

When a company uses a PPC or pay per click campaign to boost its online presence, search engines decide what percentage of visitors will be directed to the company’s website. A campaign that only produces results for a small percentage of visitors can cost a business money because it may end up paying more for clicks than it receives in return. To use PPC campaigns successfully to boost traffic, a business needs to understand how the system works. Once the advertising campaign is launched, the company should monitor the campaigns regularly to make sure the PPC campaigns are working to its advantage. Organic search results pages can be a highly effective way for a business to gain the customer base it wants.

FAQ

What is local search engine optimization (LSEO)?

Local search engine optimization is a process that affects the rankings of a site or page in the unpaid results of popular search engines, also called organic results. It is an element of SEM and covers local listings, content writing and submissions, and link building, though it does not necessarily focus on link building, on-page content, or inbound links.

Why do small businesses focus on local SEO?

Small businesses cannot match the marketing resources of large companies, so they have to work harder to gain a foothold in their market. Strategies such as submitting content to article directories, building backlinks, distributing news through social media, and adding contact info to email campaigns can take months to implement, which is why many smaller businesses turn to local SEO to improve rankings in local results on Yahoo and Google.

How do organic results and PPC work together in local SEO?

Organic results provide customers with the most relevant lists of websites and businesses tied to campaign keywords, and a site that ranks toward the top of organic results tends to outperform one near the bottom. PPC campaigns send a share of visitors to a company’s website, but campaigns that only convert a small percentage of visitors can cost more in clicks than they return, so businesses need to understand how the system works and monitor campaigns regularly.

Related coverage

• The Importance of Local SEO in Search Optimization
• How to Use Local Search Marketing to Increase Conversions