When creating a standard Search Engine Marketing campaign the main focus points are Search Engine Optimization, Paid Search, Web Site Promotion and Social Networks.  This should also be true of a Local Search Marketing campaign as these 4 steps are just as important for increasing traffic in a local market. Here is a little more information on how to make each step work for your site in a local search.

1. Local Search Engine Optimization

The major search engines display keyword search results based on what they read from your website tags - TITLE, META and IMG ALT. To locally optimize your site you should review the site template, front page and locations ensuring these tags speak not only to what your company does, but also to where it is located geographically.

Besides putting the information “behind the scenes”, it is important to mention your location in the actual body text of your site’s front page. Mention it in the main text and try to include some type of location-based navigation in your side bar or footer to best improve your local search results.

You should also create a location page that allows people to know where you are and how to contact you. If you are a larger company you may need to create several of these pages. Make sure you use the HCard Microformat and include multiple ways to contact your business. Offering other helpful information such as maps or hours of operation in these pages is always a great idea as it improves visitors’ perception of your site.

Lastly, you want to indicate the importance of the location section of your site to the search engine robots. To do this, integrate the section prominently in the link structure of the site.

2. Paid Search

For new sites, Paid Search is a quick way to start driving website traffic and local business leads while your other search components are developed. A Local Paid Search campaign should cast a wide net of standard keywords combined with the Local Search modifiers such as your city.

Major Search Engines also offer different types of promotions to accompany Local Paid Search. Two examples are Google Maps and Yahoo! Local. Getting listed in either of these simply requires you to register with them.

3. Web Site Promotion - Link Building

Local Search link building activities should focus on identifying the local authority sites and obtaining traffic and link popularity from them. Start with links from the local Chamber of Commerce, Better Business Bureau, Tourism Board, etc. Then move on to popular local authorities. To find them, search for local events or things to do and look at the sites at the top of the search engine’s non-paid listings.   News, radio and any type professional associations are good examples of sites that have local authority.

Beyond that, yellow page type listings and business directories provide an excellent way to attract local searchers because most of these businesses aggressively promote their own brand and integrate their results into trafficked websites across the Internet. There are also a few main business-listing companies that provide local business listings to the trusted brands on the Internet.  Find out who they are and add your company to their repertoires.

4. Social Networks

Social network sites such as My Space and Facebook are great for Local Search because each of these large networks builds smaller communities, often based on location. If no sub-community exists, establishing one could lead to you (and your business) to becoming the local expert. This can lead to traffic, link popularity or even new business.

However, you should keep in mind that the continued popularity of Web 2.0 and User Generated Content makes it important to monitor what people are saying about your company, as well as actively messaging and managing your company’s online reputation.  There are plenty of free online alerting tools or third party services that can help you with this.

An Added Bonus - Extreme Tactics 

There are a few extreme tactics that could benefit a company willing to change its brand and address. First, change your business name to take advantage of the alphabetic nature of Local Search. For example, change “Chinese Garden” to “5 Star Downtown Chinese Restaurant”. This not only will be listing first, it’s also very supportive of several local keyword phrases. 

Second, change your registered mailing address to somewhere closer to the center of the city. Most Local Search queries will search broadly across a city before doing a neighborhood search. In reality, most shoppers want to do business with businesses near them even if they never visit the registered place of business.  It may be worth separate business registrations for each major city location, but this could be challenging to accomplish.

Last, encourage your customers to provide reviews, link to your web site or connect to your social network profile. Be sure to send emails to customers explaining how they can participate online and share their story with others. Of course, every business only has happy customers and this will practice will never lead to bad press.  

What’s Next?

Local Search is becoming more popular with online researchers and shoppers and it’s only a matter of time until it goes mobile. Soon smart phones, like Blackberry and iPhone, are going to bring Local Search to the mobile handset. Get your local search campaign started and you’ll be ahead of the curve for the next revolution of Local Search.