1. Optimizing for
Local Search
Learn how to use SEO tactics to
out rank local competitors
FREE eBOOK
Authored by: Bridgeline Digital
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
1

2. Optimizing for Learn how to use SEO tactics to
out rank local competitors
Local Search
Table of Contents
Optimizing for Local Search On-Page Inbound Links for Local Search
» What is Local Search? » Getting Inbound Links
» Localizing On-Page Content » Online Local Directories
» Multiple Locations » Citations
Optimizing Meta Data for Local Search Reviews
» Title, Description & URLs » Online Reviews
» Advertising Online Reviews
Local Search In Google
» Large Organizations vs. Local Stores Keep Creating Content
» Local Listing v. Organic Listing » Don’t Stop Writing
» Create Content that people want to share
Optimizing Google Places & Other Directories
» Localizing On-Page Content
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
2

3. Optimizing for Local Search On-Page
What is Local Search?
» Local Search goes by a lot of names (local
optimization, localize, Google local, geo
targeting, SEO local, etc.), but it’s all the
same thing – the process of ranking in
the search engines for a local area.
» When someone searches “sandwiches
Chicago,” they’ll get very different results
than someone that searches the same
keyword in Detroit.
» Local Search is more important than
you think – from small mom and pop
shops to large corporate chains, local
search gives everyone equal playing field.
It’s not who’s the biggest here, it’s who’s
the best - according to the “locals.”
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
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4. Optimizing for Local Search On-Page
Localizing On-Page Content
» Search Engines look to basic criteria
when ranking businesses:
1 Prominently featuring your businesses 1
address and contact information is
crucial. Mentioning the local area and
other local attractions/features is crucial.
Try to include local area keywords in main 2
headings, too.
2 » Including hours of operations is
important; Google will search and
include details in its listing results.
The UPS Store Local
Chicago Website.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
4

5. Optimizing for Local Search On-Page
Multiple Locations
» When a company has multiple locations, it’s important to remember that unique content is vital to ranking in local search. You should personalize
your content to speak to the local community – think weather, events, attractions, coupons, tax rate, etc.
» Start small – change one thing at a time – to track which content is driving traffic, improving your search engine rank, and move forward based
on those results.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
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6. Optimizing Meta Data for Local Search
Title, Description & URLs
» Other areas that you can optimize are page meta data and URLs. Much of this is common sense – if you’re a sandwich shop in Chicago, include
so in your page title and and meta description. Try to include search terms within your URL to make your business more searchable (e.g.
“sandwiches”).
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
6

7. Optimizing Google Places & Other Directories
Localizing Content & Using Keywords
1 » Be sure to take full advantage of anytime you have a chance to use keywords when setting up a local page. On
Google Places, Google+ Pages, Yelp, etc., be sure you’re using both your keywords and city name.
2 » Also, make sure your map is in the correct location and add photos/videos so that people can get a sense of
your aesthetics before they arrive.
2
1
2
1
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
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8. Local Search in Google
Franchises & Dealer Networks
vs. Mom & Pop Stores
» Notice how none of the top listed
results are specific to sandwiches
+ Chicago? There’s a lot of
opportunity here for everyone:
1 • Larger corporate companies
could optimize individual landing
pages for each location they
service and include local search
terms.
2 • Meanwhile, the true local
1 companies could optimize their
titles and descriptions to include
local search terms.
2
Everyone has a fair chance to rank
– the big corporate
companies, and the little local
companies.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
8

9. Local Search in Google
Local Listing v. Organic Listing
» Organic listings are what you are used to
seeing when you do any type of search.
These results are affected during certain
searches; for example, when searching for
a celebrity, you may get results for images
and videos as well. A search for a local
restaurant is typically interrupted by local
listings, as mentioned below.
» Local listings in Google are shown in the
map window, and now also in organic
results. When it comes to local searches,
Google shows a few organic results, then a
full menu of local listings.
» Remember, no matter the size of the
organization, every business has the
opportunity to rank for local listings and
organic listings when it comes to local
search.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
9

10. Inbound Links for Local Search
Getting Inbound Links
» As important as it is for on-page factors for local
search, inbound links from local websites are also
important to help your pages rank.
» Don’t forget about anchor text in links. If your page
is targeting “Chicago sandwich shop,” be sure to
include those keywords in the anchor text.
» Think about websites were you could acquire local
links…
» Local Bloggers
» Local Businesses
» Local Directories
» Local Websites
» Local Online Magazines
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
10

11. Inbound Links for Local Search
Getting Inbound Links
1
» Then think about how links could be collected…
» Guest Posting
» Answering Questions
» Getting a Review
» Inviting a Local Blogger to Your Business
1
» Remember that there is plenty of opportunities
out there, you just have to find them. Head over
to the Talk section on Yelp and search for your
company name. If you see questions about your
company, answer them! Search for something
that pertains to your company; in this case, I may
search “Chicago search.” This will give me
results for “what to eat in Denver,” “best eats in
Denver,” “going to Denver, what to eat,” etc.
» Also, do a search in Google using “company
2
2 name” city name – URL.com to find out who’s
talking about you already…
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
11

12. Inbound Links for Local Search
Online Local Directories
» One of the easiest ways to get started
with local links is with free online local
directories.
» Best of the Web Local
» Bing Local
» City Search
» DMOZ
» Google Places
» Hot Frog
» Local.com
» Localeze
» Super Pages
» Yahoo Local
» Yellow Pages
» Yelp
» Angie’s List
» …plus many, many more (including
some that are specific to your area)!
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
12

13. Inbound Links for Local Search
Citations
» When you are looking for local links, remember that your address is just as important off your page as it is on your page. The search
engines look at citations – that is a reference to your business name that includes the address and phone number – to see how relevant
your business is to a local area.
» When you’re looking for citations, think of your local chamber of commerce, local advertisements and directory listings. Even if the citation
doesn’t include a link to your site, the search engines still use the listing as a ranking factor in the search engines.
1
» Need other ideas? See who’s linking to your competitors site and see if you can get the same links and citations.
1
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
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14. Reviews
Online Reviews
» Google Places uses reviews from their
own site and other sites to rank your
business. From Yelp to City Search,
you should be encouraging online
reviews as often as possible.
1 » Need some ideas on where your
competitors are getting reviews from?
Click on the reviews in Google search,
then scroll to the bottom of all of the
reviews. Here you can see all the
reviews from around the web that are
helping your competitors rank better in
Google.
1
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
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15. Reviews
Advertising Online Reviews
» Think about ways you can encourage online reviews and interaction with your online brand. Here are some creative ways that other people
have brought attention to their online review places…
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
15

16. Reviews
Advertising Online Reviews
» From email to advertising on your site, you should be making it as easy as possible for people to find where you are online and where they
can interact with your brand…
Advertising Reviews in Email Advertising Reviews on Website
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more.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
16

17. Keep Creating Content
Don’t Stop Writing
» You can’t just create content today and expect
to stay on top of the search engines for the rest
of the year. Search engines want fresh
content - and lots of it. Plan on starting an
editorial calendar around seasonal and local
events, things that are important to your
company and marketing efforts, or happenings
around town. The calendar will help you stay
on schedule and keep you writing from week to
week, month to month.
» You may be thinking, “I can’t write random blog
posts about my business?” That’s completely
untrue. Be creative. If you own a sub shop,
wax poetic about why your special sandwiches
are better than your competitions'. Then
combine the posts with occasional coupons
and special discounts to entice customers to
come back.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
17

18. Keep Creating Content
Create Content that people
want to share.
» You’ve probably heard the phrase “content is
king,” but it can only be king if it’s being seen
by people. This means that the content you
create needs to be creative, unique,
meaningful and attractive. You want people
to see it, love it and share it – this creates
distribution, which gives that content the
ability to be king in the first place
» Grab your readers’ attention: If you
wouldn’t share your own content with your
social network, other people aren’t going to
either. Your content should be conversational
and worthy of being shared. Again, be
creative and pull an audience in with relevant
Good content from a knowledgeable source. You
Content have a voice in your industry, use it and
become a Thought Leader.
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
18

19. Thank You
FREE eBOOK
Authored by: Bridgeline Digital
© 2012 Bridgeline Digital, Inc.
The Digital Engagement Company
19