I wrote a post yesterday for the new YOUmoz feature of SEOmoz on how Google Local has become more important than ever in the organic results. Before I talk about the new Google Local integration i wanted to give a shout out to the new design and features at SEOmoz. The Matt did a great job on the design but i was perticularly impressed with the new user features such as the YOUmoz and post tracking and all kinds of stuff. It is also cool to see that they are monetizing their mindshare as it is HUGE, by charging for access to advanced reports, tools and other perks. (more…)

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One of the trends that I see happening with the search engines (and especially Google) is giving us more of an opportunity to be found for localized search. We just need to know how to be aware of it, and take full advantage of it. Check out this screen shot when doing a search for something very local like “Orem Preschool” on Google.

The areas that I am pointing at in the arrows is the search phrase, vertical creep, and natural listing. The reason that local search is so huge is it gives companies the ability to have a very targeted top listing without paying for it. As long as they know how to do it. These vertical creep results in this screenshot are most likely caused by these preschool businesses signing up with Google Local. In one of the listings it has helped them attain two rankings for their website on the first page of Google.

If you have a new site and are not as lucky as the old timers (notice the #1 natural listing that I am pointing at) this is a good method to try and be noticed locally.

Local Search is huge no matter where you are at. Lets say you live in California and you are moving to Orem, Utah and are looking for a preschool in Orem. You would not just type in the word “preschool” would you? You are probably going to be typing in “Orem Preschool” or even “Utah Preschool”. So if you are not trying to hit the local market then you are missing out on the most major part of your market.

Tips for helping out local search:

• Use major cities/towns in your title tag, description, keywords and content on page.
• In your content (and possible inside your title, description and keywords section) use zip codes.
• Register on all the local directories (free and paid)
• Use your phone number inside your title tag with the area code (specific to your state - hint hint)
• Submit your business to Google Local
• Make sure you create more, and better content with local keywords in it then your competition.

The funny thing about the screenshot above I showed you is that if you do a search for “utah preschool” you will not see the vertical creep results. What does that mean? It means the more local you can get the more targeted your visitors will be and it shows that Google is truly interested in the most specific local search possible.

The bottom line here is remembering, and identifying your target market and taking advantage of every avenue of potential business.

I would love to hear any feedback, or success from others when it comes to local search. Or perhaps touch upon something I may have missed.

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When setting up local search campaigns start with Google and Yahoo, but lets break down each one and go from there!

Google:

• Adwords will allow regional targeting for all accounts.
• You must have a website to use Google Adwords.
• You do not need a physical address.
• You can target by:

1. State
2. City
3. Metro Area
4. Close to an address

• Ad serving-uses searchers IP address as well as other “local factors”

Yahoo Overview:

• Local Search PPC
• They have a locator page so having a website is optional
• You must have a physical business
• You have to target from 0-100 miles from business location.
• Yahoo serves up ads based on:

1. Searches done for that location
2. Registered members users
3. Location specific on Yahoo Local

When setting up local search campaigns you need to factor in “localized keywords” and really analyze the best words that people are searching, and come up with a list of keywords you will target. You can reach more people with an IP-targeted campaign then you can going after general words.

Example:

A great keyword to go after for a local mattress company (if you live in Salt Lake City) is “Sandy Mattress” or “Salt Lake City Mattress Company” If you are targeting the right areas with your campaigns anyone in these areas when these words are typed in will find you. You can also include area codes in your website and back end meta information as well as the local PPC campaigns.

Yahoo should be your choice for truly local businesses (even if you don’t have a website) wanting to target people near-by, and looking for phone calls and in-store traffic. Google will work better for you locally if you own a website and really want to try to target people by IP-addresses for really targeted local keywords.

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