Welcome, welcome, welcome to Local Month!
I have been excited about the month of November because we are opening up a new topic to dig into with this month’s content, and that topic is Local Search. Many of our clients and readers are locally based and so local search is incredibly important for their internet presence. And even companies that reach beyond their local area, it is key to optimize local search because it allows you to place a home base on an area where you can build your brand, and your audience.
With it being the beginning of Local Month, I figured I would stay on topic, especially since there are so many interesting things to talk about in regards to local search!
What We Are Talking About:
When starting to address SEO, one of the greatest challenges is keyword research. Before we get into too many details, lets define ‘keywords.’ Techopedia.com defines keywords in the context of search engine optimization as “a particular word or phrase that describes the contents of a Web page.” Search engines crawl sites for particular words or phrases that a user searches, and if those words are on the site, there is a higher chance that the site will show up closer to the top of the search results.
So How Do You Choose Your Target Keywords?
Google Places and Google Analytics are two great places to start when looking for keyword opportunities. Another tool that can fine-tune your local keyword research is Google Trends.
Since targeting keywords does in fact cost money, you cannot choose to target every possible keyword that might apply to you, which means you have to make choices. These choices become especially hard when there isn’t much query data between variations of target keywords. One good example I have seen of this is if you are a pest control company, y0u may have to choose between targeting keywords like “pest control” versus “exterminator.”
This is where Google Trends can help you decide.
Once you have chosen a targeted group of words, you can start to plug them into Google Trends, which will help you gather information on which keywords to target. Google Trends can also help you decide which words or phrases to target in certain regions.
This use of these tools is particularly useful when you have little to no data to go off of when choosing targeted keywords. The benefits of this process isn’t only limited to SEO. You can use this to help you market to particular regions by understanding the significance of particular words to an area in order to build your brand or market a product or service.