Local search engine optimisation should be one of the top priorities for your local marketing initiatives and can be a major driver of your enquiries and leads.
Local SEO has been dominating my working weeks of late… I’ve been reading up on – as well as implementing & testing – all sorts of local search strategies, best practices for optimising local search and targeting services that can be used to increase local search visibility.
It all started off earlier this year when a project was put on my plate to optimise local office pages for a national brand with 50+ office locations, in order to increase organic results for geo-specific search terms and local SEO visibility in general. That would be the first phase of the project with the second phase addressing the development of Google Places (now Google Local) properties.
Phase 1 went live towards the end of May 2012, and resulted in a noticeable increase in localised search terms in our Google Analytics reports. In the last 3 months, we have also had a dramatic increase in organic branded local search terms and the local SEO optimisation has boosted our longer tail traffic generating keywords.
I have no doubt that some of these increases could be attributed to us harnessing the new ranking opportunities for local SEO that the Google Venice update rewarded and which meant that we could easily benefit from branded localised organic search results and send out more geo-targeted brand signals to boost local search.