Local Search Is Hot.
…which may suck for you, depending on where your or your client’s business is located. We all know by know that Google is returning search results for many queries based on the searchers IP address, regardless of whether or not that search includes a geographic modifier – e.g. spicy pizza, brooklyn.
As diligent marketers or small business owners, we make sure to list our sites in the local business centers for Google, Yahoo and MSN, but is that ALL we need to do, or is there something we’re overlooking? No need to wonder anymore, as we know have an excellent resource to reference – Local Search Ranking Factors for 2009 – courtesy of David Mihm, and the 20 search marketing experts that participated in the report. Besides being beatiful, and very similar in presentation to Rand Fishkin’s Search Ranking Factors Report, it makes a strong case for – or against – all those rumors you constantly hear from different camps.
Without giving away much at all, some factors that most experts agree have positive affects on the “10-pack” of search results include:
- making sure you only have ONE business listing per address or phone number.
- associating local business listing with the proper categories
- getting customer reviews!
- citations from major data providers and Internet Yellow page-type sites
- including your city, state in the title tags of your site
On the flip side, some possibly negative factors that won’t help, and may just hurt:
- using an 800 number for your PRIMARY phone number
- using a P.O. box for your business without a physical address
- assuming local search doesn’t matter
This barely scratches the surface – I strongly encourage you to check the full list out, and bookmark it as a resource to reference whenever you start a new SEO/SEM campaign. Nice work guys!