Hook, Line & Thinker newsletter, published by Troutdream Graphics - November, 2003

Getting local

Everyone talks about how the Web can help you reach a global market, but what about businesses that provide local services only? How can you use a world-wide medium to specifically target the people in your own community? Here are eight tips for getting local:

1. Mention your location in the title tag – Title tags are important for search engine ranking. Include your location to significantly improve your ranking among people specifically looking in your area. For example, on Google, "therapeutic massage" returns 181,000 results. But '"therapeutic massage" Bellevue' returns 1,400. Still a lot, but if you've used 'Bellevue' in your title tag, you're going to move closer to the top for that search.
2. Include your phone number in the description tag – The description tag contains the text many search engines display along with your title. Since a lot people looking for local services prefer to talk to someone in person, why not give them the option of picking up the phone right from the search results page?
3. Include location references in the text – Search engines use many factors in determining page ranks, but looking for relevant terms in the text of the page is at the top. Using plenty of location references in your site copy will go a long way towards getting your site in front of the people who need to see it.
4. Use location terms in pay-per-click programs – Pay-per-click advertising (such as Overture or LookSmart) enables you to bid on search terms and have your sponsor link appear if you are high bidder. You only pay if someone actually clicks on your link, so it can be a very effective avenue for advertising. Bidding on location terms can give you significantly more bang for your buck. For example, top bid on "massage" in Overture is $0.77/click. But there are NO competing bids for "Bellevue massage" at all. Google AdWords now offers regional filters. You can set up your link to display only in specific countries, languages or regions.
5. Submit to regional sections of directories – Many directories such as Yahoo! and the Open Directory Project provide regional listings. When you submit a listing to one of these directories, you take advantage of it.
6. Get listed in online local directories – Cities, regions and states have directories. Yahoo's regional directory is a good place to start looking for local directories to submit your site to. Don't forget professional organizations and business associations.
7. Trade links with other local businesses – Link popularity is an important factor in determining search ranking (especially in Google). Look for opportunities to exchange links with related businesses. For example, our Bellevue massage therapist could exchange links with beauty salons, personal trainers or health clubs.
8. Add your URL to every business communication – Make sure you include your URL on everything you send out. It should appear on your letterhead, business cards, ads, postcards and promotional items.

Promoting a business online is an ongoing process, but the rewards can be great. Having an effective online strategy can help you build your local client base.

If you have a web-related question, drop me a line. If I don't know the answer, I'll find out.

You can find other articles and past issues of this newsletter at http://www.troutdream.com/stories.html

Subscribe to the Hook, Line & Thinker free monthly e-mail newsletter:

FYI:

1) The TroutDream newsletter is free and you are welcome to continue receiving it as long as you wish. If at any time you wish to cancel, just reply and type "Remove" in the text block. You'll receive no more.

2) I will not share your name and e-mail address with anyone.

3) Feel free to share or reproduce the information in this newsletter (in whole or part) as long as proper mention and copyright notice is given.