Local Search Engine Optimisation

Local Search is becoming increasingly important for businesses which may not previously have needed an online presence. Web users have become more sophisticated and confident in their searching techniques, meaning that traditional methods of find local services are dying out. In its place users are now happy to search for a “Cheltenham SEO Company” or “Cheltenham Builder” and make their selection based upon the results.

Each Search Engine is increasingly addressing the needs of local search. Google Local Business Center is one example whereby businesses can register their details on Google including contact details, location and business type. Google has a level of understanding as to the users current location, so a user then typing in a broad search such as “Plumber” will be presented with local plumbers on a map within the results page. So in our case it will return Cheltenham and Gloucester plumbers.

A user searching on “Cheltenham Plumber” would also be shown similar results. Of course this is only one area of local search and has many pitfalls. As explained earlier, Google has a level of understanding as to your current location but it is not always accurate. It bases this information on your ISP’s server which due to a number of technical reasons can sometimes place you in a different location to the one you are actually in! It is also difficult to place your business on the map for more than one of the search terms you may be interested in appearing against.

It therefore makes sense for a business to optimize itself on local search terms so that they appear highly in the natural results or SERPS. In our example above the business would optimize itself for search terms including “Cheltenham Plumber” and “Gloucester Plumber” as examples to ensure it lists highly when a user makes that search.

Paid Search can also be used aimed at a local area utilising a search engine optimisation technique known as geo-targeting . Read more about this on our Paid Search page.

At WhiteSearch we completely understand the importance of local search to business. Contact us to discuss your local search requirements in more detail.