The last column focused on the importance of SEO for local/regional firms. Today, we will take a quick look at implementation tips for successful local SEO campaigns.

Managing Your Business Description

A business description is the foundation of any search marketing strategy. A good description contains basic information such as business name, address, phone number, fax, email, Web site address and information on what your business is about. You can also include your business category, a list of products or services, areas served, payment options, and other operational information such as hours of service.

Your business description is the basic information that appears when you search for a local business on a major search engine, a local search or mapping site, a city guide, or an Internet yellow page.

Local marketers should review, enhance and list the company description on the following sites:

Local search engines, such as Google Maps, Yahoo Local, MSN Local. These local engines receive core data from the providers listed above, but most also allow marketers to submit data directly to supplement or enhance a basic listing.

National data providers, such as local directories, InfoCanada, and Strategis Canada.

YellowPages.ca, Yellow.ca, CanadianBusinessDirectory.ca, CANLINK Directories, Listings Canada, Shopping Canada, as well as city guides such as WelcomeToKelowna. These sites also depend on the national data providers but allow marketers to submit information directly as well.
It can be difficult to find exactly where and how to verify and update your business profile on all these sites. All this is a lot of work! However, all the time put into these advertising is definitely worthwhile.

Optimizing for Local Searches

As with any SEO effort, basic optimization guidelines also apply to local sites. Local site owners or webmasters must engage in keyword analysis develop relevant local content write unique, compelling page titles and meta tags implement search-friendly navigation call to action, and build link popularity improving a amount of incoming links to your site (to name just a few critical tasks).

For local Web sites, two of the most important optimization steps you can take are incorporating local search phrases on your site Web pages and properly utilizing contact information throughout the site.

Local keyword research is often less precise than a standard SEO effort. This is primarily due to local colloquialisms. For example, if you own and operate a local shoe store, it's important to know whether searchers in your part of the country use the term "sneakers", “runners” or "tennis shoes" more often. If you run a bed and breakfast in Kelowna, do people most often search for "Kelowna B&B" or "Kelowna Bed and Breakfast Inn"? People may search by the specific city, but they will also search for "Okanagan Valley." Make sure your Web site utilizes local terms and reflects the way your customers actually talk and search.

Once you've researched and identified target keywords, use these local terms and phrases in the title and meta tags on the page code, page text, page titles, link text, and other key places throughout the site.

Good luck with your Web site marketing efforts and open the online door to your store.