Make no mistake: there is a qualitative difference between local and traditional Search Engine Optimization (SEO).
In today’s online marketplace, traditional business owners have a unique need to understand not simply how SEO works, but also how the functionality of SEO differs between local and global markets. Good SEO is an integral element for rankings and traffic generation, but even a website that Google ranks #1 may not be profitable if the correct SEO scheme isn’t in place.
For example, if someone searches for carpet cleaning services in Des Moines, Iowa and a Google search for “carpet cleaning” returns ten thousand or more listings that are scattered around the world, what good is it if your site ranks #1 unless it coincidentally happens to be in Des Moines? The likelihood of that is so minuscule it isn’t even worth considering. This is where it becomes important to understand the difference that exists between local and traditional SEO.
Traditional vs. Local
Traditional SEO is referred to by a number of terms. “Organic” SEO is one of the most common. In certain cases it is also known as “global” SEO. This optimization strategy is ideal for national and multinational companies and brands that want to attract high-volume, un-targeted, traffic to their home pages. Searching a movie title will likely call up the official website for the movie, its page on IMDB.com or the production company’s website, but if you want the showtimes for that movie, the results need to be specific to location.
Web pages that are properly SEO optimized appear differently in a general search than they do in a localized one. Google actually employs different rules depending on how a site is searched or what criteria is used to locate it. A search for a Pepsi distributor in Edinburgh will yield results that have a much different ranking than one that does not specify a location. It is virtually unheard of for the same site to be ranked identically in each search.
Experienced website designers realize that it is necessary for a site to be able to capture traffic from both the local and global angles. Sites like movietickets.com and fandango.com are good examples of the way traditional SEO is able to capture traffic and generate ad revenues based on basic, popular search criteria. These sites are able to grab traffic initiated through a generalized search for “movie showtimes” and can then provide information on local theaters and showtimes once the user is inside. These sites are also optimized to rank high in searches that are location-specific like “movie showtimes Albuquerque.”
Why You Need Local SEO
Without question, you need a functional local optimization strategy in place for your business website. It is the single most effective way for customers to find you, especially if you have a retail presence or distribution facilities in multiple areas. In order for your business to be as visible as it can be, all local information need to be written into your website’s SEO strategy. This will allow users to get the specific information they need about you and where to find you.
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