Localizing Your Search Marketing Efforts for Maximum Impact
Nowadays, everyone seems to realize the value of search marketing. Since everyone is jumping onto the bandwagon, smart marketers need to implement tactics to increase the effectiveness of the search marketing efforts. One critical method is to target your search marketing at the local level.
First, let’s look at Search Engine Optimization and how one can localize their optimization efforts. When selecting keywords and phrases, consider adding surrounding cities that you conduct business in. Also, add in counties, regions and states. For example, if you were selling modern home furnishings and you had a location in Irvine, California, and another location in San Diego, you could add the following terms to your optimization efforts:
- Irvine Modern Home Furnishings
- San Diego Modern Home Furnishings
- Orange County Home Furnishings
- Orange County Modern Home Furnishings
- Southern California Home Furnishings
The logic behind this approach is that people like to shop locally. Having products shipped directly to your home is great, but people like to drive somewhere close at times to obtain products immediately or to inspect the merchandise prior to purchase. People will add geographic locations to their search queries. It has been estimated that 49 percent of online shoppers add a geographic modifier to their search query.
Another method of localizing your search is through Paid Placement or PPC search. For example, Yahoo Search allows for you to geotarget through two methods – the first being when a search contains location names that match your geographic targets; the second being when a search is conducted by a user that resides in your targeted geographical area. This method actually determines where the user is located and shows sponsored listings that match that user’s location. To augment the impact of your sponsored listings, consider adding locations that fall within the area you are targeting. For example, “Modern Home Furnishings – 5 convenient locations in Southern California featuring…” Playing to the consumer’s desire to shop locally will entice them to click on your ad as opposed to your competitor’s.
Adding a localized component to your search marketing efforts is smart and effective. It is more to manage, but the results can pay off. Consult an expert to aid in the process, and stay ahead of your competition.