Search Engine \”Localization\” Wins More Customers
Finding local customers is the ultimate marketing objective for businesses of any size. This can be a complex science requiring understanding of local buyer behavior as well as local tastes and preferences. Assembling this information is one thing, but compiling it for use within a coherent web page that attracts searches from potential customers in a specific area is another matter entirely. If it can be done effectively however, attracting local customers via the internet can yield huge profits.
Constructing a company web page to compete for business on a local level is generally referred to as "Localization." This process combines aspects of local consumer behavior along with page optimization techniques that highlight not only the behavior characteristics, but also the geography involved.
Large companies spend thousands on making web pages more relevant to attract more customers. So how does a smaller enterprise compete on a local level? There are three primary areas or issues that a small enterprise operator should focus on:
Highlighting Local Conditions Referencing Specific Business Deals Optimizing for Location
Local Conditions - Weather conditions, local economic news and other information specific to a city or town can be used to attract traffic and customers. As web pages and blogs allow quick communication, savvy organizations use this information on their websites and blogs to distribute helpful and useful information to the community. Extending this philosophy, businesses that sell snow tires or furnace repair services can then use local weather information to attract new customers when local weather conditions deteriorate.
Specific Business Deals - Sales or discounts offered to local customers on the web page can not only generate revenue, but inspire local customers to visit the business web page on a regular basis. Using a coupon or other token distributed by the web page can also provide a metric for measuring effectiveness of a given sales or promotional campaign.
This method of using a blog to generate business can be made possible by an email registration list. If your blog or web page has an 'opt-in' feature that collects consumer and visitor email addresses or if you can fish out all your visitor's email addresses from the elsewhere the company can build an email list to attract more local customer visits by offering specific deals or sales.
Local Search Engine Optimization - Optimizing the company web page simply refers to setting up the page to attract internet search traffic from the major search engines. There are a variety of ways to attract traffic, but a particularly useful method is to arrange pages within the website to answer common customer questions. Pages and posts that provide useful information in response to commonly faced problems attract traffic when users search for information about that specific problem.
A major search element to make a page more locally relevant is including the city or town name in the page title and within the page's headline tags. This helps the search engine isolate where your product or service is commonly available and will usually place the page well on results listings for searches using those search terms. Searches for "Furnace Repair in Billings" or "Billings furnace repair might get your page highly placed on the search results. And when someone finds your page on the internet and contacts the company, the prospective has an immediate need and would seem to be willing listen to your pitch.
There is a great deal to consider when localizing one's internet and web presence. But including a geographic identifier in your keyword phrase, as well as in the title of your page can be a good start - and it can significantly increase local buyer traffic.
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March 2nd, 2010 - 06:44
There is a service which localizes your offering, whichever country, whichever language. Translation is done by native speakers and landing pages are goal orientated and localized.
Also, you get a free £200 Google voucher when you commit to £1000 of in country clicks!!