Local search has always been one of those areas where people assume the technique is nothing more than a small addition to a larger SEO strategy. As search in general is becoming more user centric based on individual preferences and location any SEO or agency would be seriously misguided if they did not take this technique to the next level.

Around 4-5 months ago I decided to reinvest some time into local search and the strategies and legitimate SEO techniques that it involves. Resources at the time consisted of no more than “Stuff your listing with keywords” – although this made perfect sense it didn’t seem ethical or particularly long term. To add to the unreliable information being provided most of the top local business listings didn’t actually contain a great deal of keywords, if any.

Now I created a standard business listing for the top keyword phrase plus l location (i.e. London) and within 3 weeks my listing was at the top of Google before all organic listings for a very highly searched phrase. A phrase that would have taken me months to get to – so you can see the real value in local search. Google local business listing also provides stats on the views and impressions of your listing so these make great additions to reports.

Of course Google has now announced that keywords in listing titles will result in a negative penalty and although they have not implemented this change yet, here is a list of other local search optimisation techniques you can employ;

1.    Use your Business name only for the listing title, if you’re lucky your business name will contain a keyword
2.    In the description, consider this like page Meta data – keyword it up!
3.    For category selection select at least two that are suggested in the drop down and enter the rest more specified to your industry
4.    Upload a company logo and video
5.    The more information your write on the listing – generally the better it will perform

Now what you can do to assist your local search listing on site:

1.    Include your company address in your contact page title and meta description
2.    Include a Google maps snippet
3.    Include your company address in your page copy

Link building:

1.    Look for local business directories and add your listing (must be geographically near you)
2.    Look for resource pages with your region mentioned in copy and setup a link
3.    Start using anchor texts with a specific region i.e. “Keyword London”

If you follow these tips then you will get to a very good listing and drive extras traffic to your site.

So someone revealed to me today how to get a fully followed text link on Google, yes you heard correctly – Google! If you look at Google’s Website Optimizer Authorized Consultant (WOAC) Program they explain how you can become a partner, with the partnership you get a PR 6 text link from Google which must have a serious amount of trust associated to it.

Your link will appear on the Google’s Website Optimizer Partners page which is 100% followed asnd juicy! What’s the catch I hear you say? Well there is a criteria to follow which includes (the following taken from Google’s Website):

• Have designed and implemented at least 3 verifiable and successful Website Optimizer experiments with 3 different referenceable clients. Please include client contact info, description of experiments, and screen shots of reports.
• Incorporated and in business for at least 2 years.
• Proven background in marketing. Please list any speaking engagements at conferences, influential blogs, white papers, management bios, ad campaigns, marketing programs, and/or other evidence demonstrating your expertise with testing and your ability to evangelize testing.
• Currently providing a range of service options including setup, training, and consultation for Google Website Optimizer. Please list your current Website Optimizer services and the approximate prices charged.
• Website content linked from your home page that prominently and exclusively describes your Google Website Optimizer services (please provide a link).
• Willing to attend and pass Google Website Optimizer technical training sessions (in English) at a Google office. Sessions usually last a few days and are held once per year in Mountain View, CA, USA.
• Able to commit to providing detailed product and market feedback on a quarterly basis. Please provide a sample of this feedback by identifying top 3 client objections to Website Optimizer, top bugs you’d like fixed, and top 3 new features you’d like to see.
• Have US$1M Professional Indemnity/Liability insurance.
• Able to commit to launching a minimum of 3 Website Optimizer experiments per quarter.

A bit of a hasstle for a link but if you work for a larger agency, this is entirely possible and achievable.

Use Google Adwords Keyword Tools for Local Search

This little “hint” if you will could be over looked by some when outlining your local search strategy. Type in your keywords + location on Google Adwords keyword tool and it will give you some data (although not all…yet).

I wouldn’t be surprised if Google released the average search volumes that we currently see for standard keyword research. However you can see the graph and you can find out which month of the year has the highest search volumes.

I suppose the point of this post is not to confuse your standard keyword research with “local search” research as volumes differ per location.