Local SEO, or search engine optimization in simple terms is like global SEO in that it too is an on-line method affecting the visibility of a site or a certain web page within the paid results of a search engine called the “organic” or “unpaid” results. Global optimization and local SEO differ mainly in the approach used in the on-site optimization techniques. Global optimization uses highly professional techniques and methods while local optimization uses readily available, user-friendly tools such as forums, blogs, and on-site content that the sites contain so as to attract visitors. There are differences not only in the approaches but also in the methods themselves. Here is a brief comparison of the two:
o Natural or Organic SEO. This is a free method. Organic Local SEO involves building quality links that can be collected from various sources and improves the site’s popularity in the natural or organic listings of various search engines. Organic Local SEO techniques usually involve keyword analysis, optimizing content by using keyword rich meta tags, and generating quality content relevant for the targeted audience by writing informative articles, blog posts, and press releases. The techniques used for organic Local SEO usually have a long term impact on the SERPs, and for the small business it is recommended that they go for the longer term benefits.
o Social Media. In this method of Local SEO, social media accounts for the creation of Local SEO Optimization. Examples of social media accounts include Facebook, Twitter, Digg, and Flickr. With social media sites such as these, the businesses get to showcase their products and services through blog posts, tweets, and other comments, thus contributing to the rise of their site’s ratings and positions within the social media system.
o Citations. citation optimization is an additional way to boost the popularity of a site. Every website has an online footprint through links, titles, and internal and external links. To optimize these footprints, the Local SEO Optimizer should analyze the anchor texts used for the links, in order to determine whether the links are of value to the targeted keywords. If this is done, then the Local SEO Optimizer can optimize the site more effectively for its specific market.
o Domain Authority. A domain authority refers to the set of internal and external links coming from authoritative domains. This will ensure that the site has high rankings within all the major search engines. By acquiring the authority of popular sites within the domain, and by using link building methods such as social media, article marketing, and citations, the local businesses can achieve high rankings with high traffic and thus attract new customers through the inbound links.
o Internal linking structure. Another Local SEO Optimization technique is internal linking structure. Internal linking structure is the set of related and targeted keywords and key phrases used for optimization. The more internal linking structure links are present on the page, the better optimization will be. The set of keywords and key phrases should also be updated on the webpage and the website periodically, to make sure that the content on the page is fresh and up-to-date.
o Data Aggregators. Data aggregators are tools used to analyze and collect data and information about the top ranking websites within a particular niche. Once this data is gathered, it will then be used by the Local SEO Optimizer to optimize the site. The data aggregators should have a comprehensive and deep understanding of how to collect the data, and what to do with it once it has been collected. They must have a well-developed strategy for the analysis and collection of data.
Local SEO Optimization is a tough job. It requires a lot of dedication, time, and resources, and it does not happen overnight. But with the right set of techniques, tools, and intelligence, SEO can be done effectively to get inbound links from relevant websites. These links not only help your site get a better ranking on the search engines, but they also help create a local community around your site and attract more visitors from your local community.