Small business owners who want search visibility among local audience should make sure their keyword strategies reflect their locations. A report from Search Engine Watch detailed the effectiveness of keyword strategies and domain names that include geo-specific elements in boosting search presence. Citing a search strategy for “TravelFromLosAngels,” SEW found that the website quickly rose in Google search rankings, eventually ranking No. 1 on queries for “ucla spring break 2012.”
According to SEW, the piece of website content from “TravelFromLosAngeles.com” tracked over the course of a month saw progressions for most searchers. However, Google’s personalized search algorithm gave the article an even greater rank for those users closest to Los Angeles.
At the beginning of the SEW research, the article appeared on the third SERP for most queries regardless of location. By the end of February, it has moved to the No. 1 overall spot for the query when conducted from Los Angeles or nearby suburbs. It also moved up to the first SERP even for queries relating to colleges a little farther from Los Angeles.
While there were other factors at work, SEW pointed out that inbound links to the web page grew only marginally and social activity wasn’t particularly strong.
Maintaining a geo-friendly domain isn’t all that’s required to rank well. Evolving SEO standards dictate that quality content is important, but the success of “TravelFromLosAngeles.com” clearly demonstrates the value of the localized web experience.
ContentLEAD recently reported that local search is becoming increasingly important for both B2B and B2C companies, as the focus of supporting local companies becomes more pronounced.