Local Search Engine Optimisation Services
The latest trend in marketing and advertising for small business is local search engine optimisation. Many businesses are being approached by local search engine optimisation services, firms that specialize in making a business easier to locate online.
Search engine optimisation or SEO refers to efforts to make web content more likely to come up when somebody runs an online search. Local SEO refers to efforts to make businesses names or websites come up when searches are run by people in their vicinity. The assumption is that individuals running such searches are looking for businesses and services in that specific area. Optimisation services place content online that is designed specifically to be found by search engines. These businesses specialize in creating content that is likely to turn up in Google searches.
Search Engine Optimisation
The usual means of search engine optimisation is to place terms or words that search engines are likely to pick up on in content. An example of this would be to write a blog entry about a bookmakers shop in Brixton that searches for bookmakers in Brixton would pick up. Many of the services try to create directories and websites with local web content that are likely to be picked up by search engines. An example of this would be reviews of local businesses or a map of the area showing businesses.
Some sites will also try to add other kinds of content such as reviews of businesses, profiles of businesses or news articles. Those websites that feature reviews of local businesses by customers are an attempt at local SEO.
Quite a few firms are attempting to sell SEO to local business. Many of these firms are offering a review or directory service. It is always a good idea to put these services’ claims to a test before engaging their services. There are some ways that a business can test claims of SEO. The best is to run a search on the services’ directory or one of its customers. Type the name of a business that uses the service into Google and see if the optimisation services’ site or directory actually comes up.
Another good way to test an optimisation services claims is to ask for the click rate they can produce. The click rate is a measure of the number of customers referred to customers’ websites by their service. A legitimate optimisation service should be able to provide records of click rate to its clients. A service that can not provide these records is probably trying to cover up ineffective marketing efforts.
Most business owners will have to learn about SEO because it is the future of advertising and marketing. Fewer and fewer people are relying upon traditional media such as telephone directories and newspapers for information about local businesses. More and more people are using online searches to locate services and firms in the community.
Businesses that want to succeed and remain profitable will have to engage the services of local search engine optimisation services. Firms that don’t use such services will find themselves with fewer customers and less profits.
Learn how to promote your business with Local Search and Google Places – Google’s free business listing service.
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