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October 11, 2007
Local search engine optimization
Most clients looking to bring results from the internet think nation wide or global market. In fact the vast majority of the internet marketing work is performed around this single goal. But what about those companies whose main interest is the local market and they want their websites to come up first when someone types their city and products or services in search engines. This now becomes a case where more strategies are needed to combine the screening and indexing criteria from search engines and the search pattern from users.

To begin we need to place ourselves on the seat of the local person or company who is using the internet to look for your product or service. They most likely do not know the name of your company so they will type a generic description followed by their city. So we know now that they would like to deal with someone local and they have a need. Now we need to structure the website so that engines can index both terms in a single page (hopefully within a web mix) and deliver this result to this person.

In order for this process to happen, the title of the page as well as at least ten percent of the content should explicitly estate both terms. To help results we can list this page in the website sitemap so that Google and other search engines pick it up faster. A common and effective approach to this case is creating multiple contact or about pages. As long as this does not constitute search engine spam at all your website will begin to show on those searches quite effectively and shortly after you launch the new pages.

A word of caution is to be conservative in the way you design and develop websites that aim for local markets by not having too many multiple targeted content pages on the same domain.