How to Leverage Local Search to Get Traffic

For local businesses, some of the most important traffic you can get is local search engine traffic. Let’s take a look at a few local SEO strategies that will get your site ranking better.

As a local SEO marketer you should try to think like your targeted prospects/customers/searchers. You need to get into their shoes to truly understand the essence of SEO. The real question you have to ask is, if you were the customer, what word or term would you search under if you were looking for one of your own products? Let’s say that you have a store that exclusively sells golf accessories. Search engine users who type in “golf” are doing an extremely broad search and are mostly not going to be looking for what you have. And if they put in “golf clubs,” it’s still not a good match since your store doesn’t sell golf items other than the accessories. Someone who enters “golf accessories,” though, is a likely customer for your store, so this is the kind of keyword to be focusing on. There are many good keyword that can create sales but are not quite as well known, and these are usually ignored by business owners looking for local traffic. They focus instead on the keywords with the most searches and traffic but are very hard to rank for. It is the ability to put yourself in the shoes of the customer that allows you to come up with the best keywords. As you test various keywords and come up with more appropriate ones, you will get more traffic and you’ll be able to rank well for many different keywords in your niche.

You need to have multiple landing pages for different locations. For businesses with multiple locations, there’s nothing wrong with targeting each one separately, though it’s not a good idea to create more than one listing for each one. Yet if you do this, each location should have its own distinct landing page that refers to the business at that specific spot. Don’t make the mistake of sending both the local listings back to the same landing page or the home page because this just wouldn’t serve the purpose. You don’t want your target audience to get confused in any way, which is why having a dedicated landing page will take you a long way. When it comes to SEO, little details like this can mean a lot.

You need to make your anchor texts diverse. All SEO marketers understand that long tail keywords are valuable and that they can help raise your business’s rank in the search engines and if you are working with local SEO, those are the keywords you are using. Not only does this allow you to expand your opportunities to tweak your keyword anchor texts, it also gives you the opportunity for better diversification of your anchor texts. For example let’s say you sell chocolate in New York: don’t just concentrate on “New York Chocolate Store”. Other options you can try include “Chocolate Stores in Manhattan, New York” and “Chocolate Store in New York.” Whatever you do, don’t forget that search engines place a lot of value on anchor texts which means that you need to use as many variations as you can if you want to raise your rankings. To sum up: local search engine optimization does require you to do more work but it all pays off in the end when you have an easier time of reaching your target market.

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