Local Search Engine Optimization (LSEO) Basics.

Posted on | January 16, 2010 | No Comments

For the past 8 years I’ve helped several local businesses create their web presence, and being a former small business owner, marketing your company is key to capturing new customer. With the introduction of local search listings by Google, Bing, and Yahoo local businesses can capitalize on some free search engine marketing, even if you don’t have a website. Think of search engine results as the signage you hang outside of your shop. It’s an investment in your time, but the return on investment (ROI) can’t be beat.

So here are the basic steps every small business owner should know about establishing their presence in Google’s local search results.

1. Claim Your Listing

   Go to Google Maps and search for your business name and include your city, this will help refine your search. Click on your business listing, which will bring up your business listing. This is everything Google knows about your business, from what its found on the web. This may include services, reviews and even photos. Click the link in the top right you’ll see a link stating ‘Business Owner?’. From here you’ll have the option of updating, editing or even deleting your business listing.

   Claiming your listing establishes trust between Google and your company. Google will know it’s a legitimate business, and your business will benefit from this.

2. Basic Business Information

   Complete your basic information including the business name, address, phone number, email address, and website if you have them. Its important to get this information correct, as Google uses it for direction and search proximity in search results. Usually the closer you are to the main city center, the higher the local search ranking.

   Local Search Engine Optimization Tip
   The business name is also important when it comes to search terms. If your running ‘Sam’s Store’ and sell sprockets, you’ll probably want to list your company as ‘Sam’s Sprocket Store’. Any product keywords you can list, naturally in the business name the better your listing will rank for that product. Be cautious cause ‘Sam’s Sprocket, Widget, Piano, Wheel store, probably won’t do well and be flagged as keyword spamming.

3. Categories

   This section is imperative for ranking well. I’ve seen business go from the high 400’s to the first page of search results by selecting the proper categories. Google provides you with 5 categories to label your products with. Their auto complete is also very helpful in selecting keywords. If you’re a mail box center, you might want to select Mail Box Rental, but also shipping service, notary public, and your other services.

4. Photos

   Here you can highlight some of your services with visual aids. Google allows your upload 10 images. These will appear along side of your listing, and serve as a preview in the Google Local Search Results. Be sure to include a picture of your location, so users can easily identify your business.

5. Complete the Process:

   Once you complete your business details submit the form and bookmark Google’s Local Business Center. Google will then send you a post card with a PIN number, which you’ll use to confirm your business address.

Google’s Local Business Listings can drive a lot of traffic to your business and to your website. The geo-targeted listings are accessible through a computer, mobile phone and most smart phone devices. The best part of being listed with Google is the free advertising that it brings. It’s hard to beat keyword and local targeted traffic when it comes to conversion.

The more I dive into local search results and local search engine optimization, the more I’m enjoying discovering the little bits and pieces that can make or break a listing. I’m sure I’ll be writing on this topic again.

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