Basic local SEO strategies for small businesses

Monday, March 28th, 2011

Many commercial websites engage in SEO strategies to further expand their website’s visibility. These techniques can help them to rank high in search results and thus provide better chances to attract customers and generate higher sales of their products.

However, before achieving a global popularity, it is better to first concentrate on how you can optimize your site’s visibility in the local section. This means that you must give importance on how your site will be known to potential customers who are located near your business actual address. This can be achieved by utilizing local SEO strategies.

Local SEO strategies can surely help you to efficiently compete with your local business rivals. Internet users who are searching for websites which are offering the products that they would like to purchase would definitely search for it locally.

For sure, they would prefer to buy those products in websites which physical address is near their place. To be able to get indexed by popular search engines, it is a wise idea to incorporate your business’ physical address to your website, web page titles, headings or contents. In this way, your website will have greater chances to appear in the local search results.

Another brilliant local SEO technique is to register your site in the Google map. This is free of charge and can definitely help your site to be more visible in local search and thus give your potential customers the exact location of your shop and making it easier for them to get to know your site better.

It is a practice to a lot of SEO experts to first research on the best keywords that you can incorporate to your site to make them more optimized for local search. You must determine the most popular keywords being used by internet users when searching the products your website is also catering.

You must also try to use those keywords and search for them using the popular search engines and take note of the websites that will rank high in the search results. Get to know your competitors and determine the strategies that helped them to achieve high ranking in search results. All these can give you clearer ideas on what strategies will be most appropriate for you to use.

A good local SEO strategy is to also include local keywords in your website. This is to gain better chances for your site to appear in search results when a potential customer is using more specific keywords like a product with a corresponding location. Internet users who are interested in buying a particular product will use keywords pertaining to a product in a specific local area.

When using Local SEO techniques, it is good to take note that the customers are the one looking for you therefore you must put yourself into their shoes and try to imagine how these people think. If you are the customer, what keywords would you probably use to search for a particular product or website? Local search optimization strategies are beneficial to use especially if your business targets customers who are near your vicinity.

Tags: local search engine optimization, local SEO, search engine marketing, SEO tips

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Predicting the payoff from SEO

Wednesday, March 23rd, 2011

SEO and local SEO are critical components of marketing for every website. There are many tips and techniques that are widely available that can help you increase the chances of getting a high ranking for the search keywords and phrases that are central to your marketing strategy.

Everyone knows that a higher ranking is better, but exactly how high does your ranking have to be to generate significant traffic for your website? Is it possible to predict how much traffic you can generate for a given search phrase and ranking?

It is well known that you can use a resource such as the Google Keyword Tool to estimate monthly traffic for a keyword. Once you have that number, the question becomes: given a particular ranking, what percentage of those searches will result in a visit to your website? You can’t really create a reliable, comprehensive search phrase strategy without this critical piece of information.

There is a variety of counsel and opinion on this topic, not all of it consistent. For instance, one website, which provides research, training and educational services exclusively for the publishing industry, states the following rule of thumb:

“When your website or landing page turns up on page one in Google, you’re getting 100% visibility…But what happens when your landing page ends up on page two or three? We estimate that you’re getting about 32% Google visibility on page two, meaning only about 32% of users ever click through to page two, and a meager 7% visibility on page three. If you’re on page four or beyond, you simply don’t have a chance of being seen by your potential customers.”

The authors cited no source for this rule of thumb, or explanation of how they developed it. There are a number of other rules of thumb about click distributions floating around on the web, which are entirely inconsistent with the above. I’m not going to dwell on these here; I’d rather get right to the data I believe is the most credible and useful.

SEO Click Disributions – The Best Data Avaliable

There have been several eye-tracking studies that have been done over the past few years, all of which produce consistent results. Perhaps the best-known among them is a study that was performed at Cornell University that showed the following:

This data tells a far different tale than the rule of thumb cited above: the first three ranks get 80% of the clicks, and the first page gets 98.9% of the clicks!

You might object, and I would agree, that this data is derived from an eye tracking study, not actual searches, and would thus compel some caution on extrapolating the results. Fortunately, there is some actual data available. In 2006, AOL leaked some data on over 36 million queries. The data was analyzed by Richard Hearne, and the results are as follows:

These results, by and large, are consistent with the Cornell eye-tracking study, in that the first page attracts an extremely high percentage of the clicks. The first three ranks garner 63% of the clicks; the top 10, 90%; the top 20, 94.5%. Here are the percentages for ranks 1-21, 31, and 41:

Viewed another way, an improvement in rank from second to first will almost quadruple the number of clicks. The number one ranking produces as many clicks as ranks two through eight combined. The drop-off in clicks is enormous by the time you get to the second page; a rank off 11 produces only .66% of the clicks; in comparison a rank of 10 produces more than 4 times as many, and the number 1 rank more than 60 times as many!

This click distribution has also been confirmed by an independent set of search data analyzed by Enquisite, a firm that specializes in search optimization software. Based on a proprietary data set of 300 million searches, the first page grabbed 89.71% of the clicks; the second 5.93%; the third, 1.85%, the fourth, .78%; and the fifth, .46%.

Since there are several methods that have produced highly similar results, there is a high degree of confidence that this data provides a reliable foundation on which to base an SEO strategy.

Implications for SEO Strategy

• The ranking you can achieve for any given search phrase depends on a number of factors, including how well you optimize your pages for the search phrase, your page rank, and the amount of competition. If you opt to compete for high volume search phrases with a lot of competition, you have to realistically weigh the chances that you can make the first page.
• A better option may be to pursue a long tail strategy, in which you set your sights on achieving a number one ranking on lower volume search phrases with lower levels of competition. This strategy necessarily involves multiple keywords in order to generate significant volumes of traffic for your website.
• But perhaps the best option of all, made possible by this data, would be to pursue a mixed strategy. The increase in traffic you can expect from improving your ranking for any particular search phrase can now be predicted. You can therefore weigh the incremental increase in your website traffic for an entire portfolio of search phrases, and allocate your efforts in a way that will optimize your ROI.

Tags: Ashville SEO expert, Internet Marketing, local SEO, SEO tips

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Benefits of directory linking for local SEO

Tuesday, March 22nd, 2011

Directory linking is one great way to find quality links for your website. The best benefit of directory linking is that most do not require reciprocal links, so it is a useful way to build quality inward links to your site. Due to the fact that directories take varying amounts of time to add you, your site will be able to receive a steady and gradual flow of new links which look very natural to a search engine.

Directories are websites that host links to other sites and place them in organized order. With some directories you have to pay to be included, but in many you do not. To find directories relevant to your business simply search on Google.

Make sure to fill out your directory listing completely. Remember when dealing with directories to use best local SEO practices and include physical locations like address and city name each time it is asked for. The more localized your directory listing the better.

Niche directories make it easy for searchers to find what they are looking for and are a great source of quality non-reciprocal links which are favored by Google and other search engines.

Tags: directory linking, local search engine optimization, local SEO

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Yelp jumps ahead of Google using service areas as ranking factors

Wednesday, March 2nd, 2011

Nearly a year ago Google added the ability to set a service area for local businesses in Google Places. At the time there was speculation as to how it might influence rankings and many local SEO’s quickly realized it didn’t have as much influence as promoted. Except that if you opted to hide your address, because you were a home based business, it more or less kicked you right out of the rankings all together. That unfortunate side effect of hiding an address has been fixed since the roll out of the new blended organic-local results. But there still is no strong ranking benefits outside of the actual city your address is tied to.

Will Google one day get around to using service areas as a ranking factor for businesses serving say, a larger metropolitan area from one of the outskirt communities (a common occurrence)? Well it appears Yelp has recently done just that.

“…business owners in service-based categories who have unlocked their Yelp page will be able to add up to 5 major cities to their areas of service via our Business Owner Tools!

The best part? Once a business updates its areas of service, it becomes searchable in those cities on Yelp.“

This feature has been added only for specific categories of businesses, these that tend to be service based businesses that travel to customers locations.

Now that Yelp has upped the ante, how long till Google follows suit?

Tags: google places, local SEO, SEO tips, yelp

Posted in Google, Yelp | 1 Comment »

What should your keyword density be these days?

Friday, February 25th, 2011

After you have chosen the keywords and keyphrases that describe your site and are of interest to your potential customers, the next step is to make your site keyword-rich and to have good keyword density for your target keywords. Keyword density is a common measure of how relevant a page is.

Generally, the idea is to find a keyword density that makes your page relevant to the search string you are trying to rank for, but to avoid simply stuffing your page with your keywords (as Google and other search engines will penalize you for that anyway). The recommended density is approximately 3 for the major 2 or 3 keywords and 1% or less for minor keywords.

Although there are no strict rules, try optimizing for a reasonable number of keyword phrases. Six to ten is about right. If you attempt to optimize for a list of 300 keywords, you will soon see that it is just not possible to have a good keyword density for more than a few keywords without making the text sound artificial and stuffed with keywords.

There are severe penalties (including search engine bans) for keyword stuffing because this is considered an unethical ‘black hat’ practice that tries to manipulate search results. It won’t work well today anyway, not when compared with strong local SEO tactics and an overall SEM strategy.

Tags: keywords, local search engine optimization, local SEO

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Essential local SEO tips

Tuesday, February 1st, 2011

Local search engine optimization can be just as time consuming and competitive as “regular” SEO. The same rules apply — you need to have good content and quality links. However, the tactics are slightly different in specific areas. As always there are some tactics that you can use easily and some that require a dedicated local seo expert who can provide a daily punch to your local ranking efforts.

Local search is essential to small businesses. In 2010, Google revealed that the proportion of Google result pages that show a map is one in 13. A few months later, Google changed from its Local Business Center (LBC) to Google Places, which enables businesses to communicate with customers as well as supplement their Google profile information to include hours of operation, photos, videos, coupons and product offerings. We assume Google is serving maps more than 1 billion times a month.

With all of this in mind, here’s the beginnings of what you need to know to successfully tap into local markets.

Where to Begin

List your business in Google Places — it’s free. Watch a number of training videos and explore the features, including tools like tracking of actions (meaning how many times users showed interest in your business listing), clicks for more information on maps, driving directions or direct clicks, as well as impressions (how many times users saw your business listing as a local search result). As you’ll see, it will be important to get ratings and references, too.

While much focus is placed on Google Places, don’t forget to also register at:

• Yahoo! Local
• Bing Local

Verify Your Business

One easy way to find out if your business is listed anyplace online is to search for your brand name. Include the city or locale you are supposed to be listed in.

If you are not listed, take action. For instance, if I’m a tax attorney in Beverly Hills, California, I would search for “tax attorney Beverly Hills.” I’d see the top local results (just below Google’s paid search results) as well as a local map on the right, hovering over more paid listings.

When I click on one particular local result, I notice that it has not been verified, meaning it does not include a “verified business owner” link. An arrow points to “Business owner,” indicating it needs verification.

Google pulls the data on this result (address, phone number) from some of the larger business aggregators like infoUSA, and attempts to match it up correctly. However, that data could be wrong. If that’s the case, it would be important for this particular owner to take corrective measures. This is why it’s important to verify your business information in local search results.

Select Your Categories

When registering, make sure to assign your business to the listed categories that best describe it. You can add up to five categories. Once you start typing, Google Places will display related categories.

Continue to add as much information as possible, including hours, payment types, e-mail address, phone number, URL/web address, photos, videos and coupons. Fill out each field, if appropriate.

When you’re done, make videos, upload them to YouTube and link them back into your local profile on Google Places. If you install and use tools like JingProject.com, it’ll be free and easy to make an informational, useful video. Screen cam your PowerPoint presentations. You can include up to 10 pictures and five videos.

Get Listed in Local Directories

Obtaining citations from local business directories like Yelp and Merchant Circle can be a powerful tool to get exposure and drive traffic. (See the list of directories in the Local SEO resources sections below.) Make sure that all your information is correct, and keep the same formatting across all locations.

Ask for Reviews

Don’t be afraid to ask customers for reviews. Offer special incentives and discounts for return visits to your office. You can also add a postcard or business card into your office invoice mailings asking your customers to review the visit and talk about the experience.

However, don’t unwittingly spam this system by asking all your friends to review you in a week. You should also get references from the Better Business Bureau, your local chamber of commerce and the top local directories.

These tips should start you out. A local seo expert can help you enlarge your campaign and show you many more local seo techniques to bring you Page Rank and customers.

Tags: bing, local SEO, search engine marketing, SEO tips, Yahoo local

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Local SEO: How many links is too many?

Thursday, January 13th, 2011

Tags: local search engine optimization, local SEO, local SEO expert, SEOmoz PRO Campaign Manager

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Goggle Places key to strong local SEO strategies

Sunday, January 9th, 2011

The industry of local SEO changed massively in 2010. We have seen the introduction and growth of Google Places, Google Instant, and Google Preview, etc. Many of these changes have been keeping local SEO orientated webmasters busy updating their websites so they don’t lose customers or business as a result of all these changes.

One thing I wouldn’t like to bet against is Google Places becoming a lot more competitive and dominant. Google seem to have focused on this strongly through the second half of 2010. The SERP has in my opinion become a lot more relevant, it gives you chance to find good information, whether it be a news feed, a blog post, local business listing or a natural organic result.

The last big PageRank update was in April 2010. This is one of the longest periods (as far as I can remember) that it has not been updated in. This gives me the impression that Google could be changing or may have changed its ranking algorithm to place a lower importance on the number of inbound links your site requires for ranking in Google Places.

I would say that your location and content/service you provide are becoming more important than link building. Google has now even introduced reviews for local businesses. Not only does Goggle Places allow you to review businesses using Google, it also picks up reviews from big review websites. Having positive reviews could become as important as having good backlinks.

Whatever the case it is clearly becoming more important that you have a well-designed ranking strategy for Google Places. Businesses wise enough to figure out how to stay ranked on the ever-changing Google landscape will be the ones with the most powerful local SEO.

Tags: google places, local search engine optimization, local SEO, SEO tips

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Local SEO Tactics: Seven Tips for Effective Web Page Design

Thursday, January 6th, 2011

Practicing local SEO is not going to be effective if your customers aren’t led to a web site worth reading through or buying from. If you want your local business web site to reach the maximum amount of potential customers then you need strong, effective web design. You must be sure that your business web site is developing successfully. In this article I will give you seven simple tips for effective business web page design.

1.     Don’t use welcome pages

Welcome pages are pages that you sometimes see when you try to view a web site. They are usually bright and have a big picture and an invitation to visit the site such as: “Welcome” or “Enter” on them. Avoid such pages. In reality they often annoy users and so you can loose some potential clients. The users should see the content of your web site from the first sight. Remember, welcome pages are never used in effective web design.

2.     Don’t use annoying ads

Too many glaring ads can clutter up a website and really disrupt your visual appeal. Take a look at this screenshot example:

Most of the users ignore such advertisements on web sites. Try to use quality materials with some advertisement inside instead of annoying banners. As a result users will click on the links more often. Only professionally designed ads don’t annoy and are successful at the same time.

3.     Navigation must be easy and understandable

You must create such navigation that even a child could easily orientate on your web site. Avoid dropdown menus based on scripts or flash. If the users won’t immediately understand, how to orientate on your web site, they would leave. Remember, that an easy and convenient navigation is one of the first signs of good web design.

4.     A user should always understand in what part of your site she is in now.

Firstly, your navigation should be seen from each page of your web site. When the user makes a few clicks on your site, he should still understand in what part of your site he is now and how he can get to any other par he wants. This will make the search of information on your web site easier and a good web design is always convenient for users.

5. Text must be easy to read

Separate your text into small paragraphs. If there is a lot of text on the page, divide it into small blocks. Remember, good web design is always user-friendly.

6. Don’t use sounds on your site

If the user is going to stay on your web site to read some interesting material, don’t use sounds or music because it can annoy some users. If you still want to use sound effects, use them so that the viewers of your site could control the volume or turn them off.

7. Be sure your web site corresponds to modern web standards

While creating your web site you should pay attention that it must correspond to web standards and be correctly displayed in all main browsers. If your site looks great in Internet Explorer, but can’t be viewed or is displayed incorrectly in Firefox or Opera you will loose a lot of clients. Your site should work in all browsers.

It really does pay to have an attractive, quality website first and foremost. When you have a solid and effective website it makes local SEO tactics that much more rewarding and successful.

Tags: local SEO, website design

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Internet marketing techniques for small businesses

Monday, January 3rd, 2011

Internet marketing marketing small business techniques are about much more than creating a website and taking it online. You cannot just carefully create a website and expect it to be a success overnight. Creating a successful website requires careful planning and strategic decisions. Without this, your website is almost guaranteed to fail. But this doesn’t mean that you have to give up. With the right planning it is possible to create a website that gathers a great deal of web traffic and leads to successful sales of your products.

Before you worry about marketing strategies, you need to strategically create your website. Begin by thinking of the products you are going to sell or offer on your site. Decide what audience is suited to these products and services, and what you can do to attract these potential customers. You also want to target these customers’ needs in the design of your site.

Don’t just build a website that is based on gimmicks and scams. People may visit your site, but they will quickly leave without making a purchase if they do not trust its legitimacy. Creating a legitimate website that potential customers can trust is the only way to make sure your web traffic leads to purchases on your site. Consumers want to feel like they are buying from a well-established company, and not just some random site on the internet. You want to make your online business seem as legitimate as one with an actual store that you can go to visit.

There are many ways to do this. Provide actual contact information so customers have a way to contact you with questions or concerns. Be upfront about all details of the business, including the payment options, return policies, and shipping costs. Make sure to offer payment methods that are well secured and from trusted companies.

Also consider what it is that you are trying to sell or offer. You have to offer a product that is unique and different from the competitors. If the product isn’t something different, then you should make sure that you at least offer a very competitive price. After you are sure that you have a product that is rock solid and a web site that customers will be willing to shop at, you can begin to implement the internet marketing small business strategies that will lead your business to financial success.

One of the internet marketing small business strategies that has been proven to increase web traffic is search engine optimization. Search engine optimization focuses on incorporating commonly used search terms for your business industry and products into your website. This helps draw customers looking for your product to your site by improving your web site’s ranking with various search engines.

Of special importance is the growing field of local search engine optimization. Local SEO gets your business ranked in the places that show up when your local customers use search engines to find their products. Take a look at the following screenshot of a local SEO listing:

Search engines have a vast influence on the way people navigate through the pages of the internet. It is much easier to type a common phrase into a search engine such as Bing or Google than remember an entire website URL. As a business, you want to research the phrases that people would use to get to a product or site like yours. Incorporating those keywords is a sure fire way to make your site appear higher in search engine results, which will help you draw in more web traffic.

Internet marketing small business strategies, such as local SEO optimization, help you to increase the web traffic to your site, but this increased traffic will not lead to sales unless you also have a legitimate website that builds trust with potential customers. Using both of these methods is the best way to guarantee that your site becomes a success.

Tags: Internet Marketing, local search engine optimization, local SEO

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