Local SEO Series - Part 3 of 3

Over the years, the search engines have been placing an increasing value on links that point back to your business’s web site. These links along with other factors are rolled into a formula or an algorithm. Search engines use these proprietary algorithms to determine where your site ranks for a specific geo-targeted keyword or keyword phrase. Off page optimization is the process of creating links on highly respected external sites that can improve your rankings in the search engines and result in additional traffic to your web site.

Major Search Engines
The first place to start are sites that are focused on local search or have sections of their site that provide the visitor with the ability to find goods or services in a particular city. Chances are these sites may already have your company’s basic contact information. The majority of local searches begin at one of the three major search engines: Google, Yahoo!, or MSN. Take some time to test these major search engines to make sure your business information is in their databases and that the information is accurate and up to date. Google and Yahoo! allow businesses to update the information directly from their Web site, and MSN uses a third party to maintain its database of business listings. To find the link to update your businesses information, look for a link entitled “Edit this listing” on your Google and Yahoo! business profile.

Online Yellow Pages
The next type of web site that online users visit to find local businesses are Internet yellow pages. Just like print editions, online yellow pages are focused on organizing business information into categories based on industry specialties. Instead of thumbing through the pages to find businesses, users type in a keyword that describes the product or service they are in the market for along with a city, state or zip code. A few of the most popular online yellow pages are SuperPages.com, Citysearch.com, Yellowpages.com, and Dexknows.com. The same steps of verification of your business data or adding your listing should be performed on these sites to increase your company’s visibility on the Internet.

Data Aggregators
These online databases are often tapped by the major search engines as sources for business information. Some of these companies were created to service the direct mail industry and have now evolved into sources for local search engines and Internet yellow pages. The four sites that feed all of the major search engines are as follows: Amacai.com, Acxiom.com, Geosign.com, and InfoUSA.com. Visit each one of these sites and make sure your site is listed and the data accurate and up to date. Google and Yahoo Yellow Pages use the data from the database at infoUSA, which contains information on 14 million U.S. businesses.

Consumer Review Sites
Consumer Review Sites or Social Local Search Sites are the online equivalent of asking your friends and neighbors for the name of a good mechanic, dentist, or doctor. The two busiest social local sites are Yelp.com and Insiderpages.com. The popularity of these sources of local business listings is growing. Market share of visits to these online directories with user generated content increased 44 percent from August 2005 to August 2006 according to Internet analysts at Hitwise.

Leverage the growth of these sites by listing your business if it’s not already listed. Word of mouth is a powerful marketing tool and it’s the reason why these sites are so popular. Increase the visibility and improve your company’s reputation by encouraging your customers to leave a favorable review of your business.

Other Local Directory Sites
Web sites run by Internet entrepreneurs focusing on smaller communities can be found by searching on Google.com with the search phrase incorporating your town such as “Batavia, IL, business directory.” While these sites may not be as popular as the previously mentioned business directories, each additional link pointing back to your site increases your status in the major search engines.

Community Organizations and Newspapers
If you are a member of a community organization such as the local chapter of Rotary International or the Chamber of Commerce, ask about having a link from the club’s site to your web site. Look for opportunities to feature your business in your local newspaper. For example, most newspapers either share content with their online edition or have a separate editorial staff.

Spending time creating business listings on local search engines, Internet yellow pages, and other web sites should result in an increase in visitors to your business’s web site. Statistics show that consumers who conduct online searches are more likely to buy a product or service in their geographical area.

Local SEO Series:
Part 1 of 3: Local Search Engine Optimization - Introduction
Part 2 of 3: Local Search Engine Optimization - On Page Techniques
Part 3 of 3: Local Search Engine Optimization - Off Page Techniques