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Local Search Strategy

The search engines are often smart enough to identify and deliver local search results, even if those in search don’t give strong clues that they are looking for a local business.

During the last years, mostly because of the on-going growth in mobile search, local search volumes have shown a tremendous increase. More specifically:

  • Over 50% of mobile queries have local orientation.
  • More than 20% of desktop queries include local search volumes. From these queries
  • 5 % use the state name or the city
  • 2% use informal terms, like neighborhoods
  • 0.5% use area codes
 

Local Search Strategy

Websites will rank better in web search results for location-oriented keywords if the website reinforces its geographical location in the following search friendly ways:

  • Web page optimization
  • Structured data
  • Local listing
  • Social media profiles

 

Web page optimization

In order to optimize your website for local searches, marketers have to make sure that their business location is included in the following on page elements:

  • Title tags
  • Meta description
  • Headings
  • The page itself

 

Structured data

By implementing structured data apart from increasing your websites CTR you help search engines understand the location of a business and provide its address as a rich snippet in search results.

 

Local listing

Local listing on search engines can also derive from separate indexes other than the main web search results. Make sure that you index your website in the most important search engines.

On Google, these are called google places businesses, on Bing they are called Bing places for business whereas on Yahoo they are called yahoo Local Listing.

 

Social media profiles

Most of online marketers argue about social signals and whether or not they play an important role on a website’s ranking. Even if they don’t, local businesses should be optimized in order to send social signal in search engines regarding their location.