AxleIt : The Business Technology Group

As traffic over the internet increases and more people start using search engines to find useful information, the use of local search engines is becoming more important and continues to rise. Any website or service provider who services local or limited geographical areas should seriously consider local search engine optimisation.

What is Local Search?

Local Search uses specific and specialised search engines, commonly known as directories, which are used to focus on a selected geographic region to find local businesses and websites focused on your area.

Local Search directories allow users to select their location, and narrow their search by categories until they find the listing they want. Google works as a local search directory, for example, when you search on Google using a geographic modifier or search phrase like “outsource bookkeeping Brisbane”, a map appears with results specific to that location. You can also take it one step further and search Google Local specifically. Many local web directories provide a basic free listing with a paid advantage listing option.

Where is the Best Place to be Listed?

There are some places where local service providers don’t want to miss such as Google Local.

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Landing Pages are lead generators or revenue makers in online marketing. On a landing page a visitor clicks on an advertisement or search engine result to bring up a seller’s website.

A landing page can be an advertisement or link, that is optimised to feature specific keywords or phrases for indexing by search engines. In pay per click (PPC) campaigns, a landing page is modified so that an advertisement’s effect can be counted.

There are two types of landing pages: orientational and transactional. Orientational landing pages show information in the form of display text, images, dynamic compilations of relevant links, or other elements. The effectiveness of reference landing pages is measured by revenue earned by the advertisements displayed on the landing page.

Transactional landing pages are designed to get information from a visitor by persuading them to complete a transaction such as filling out a form or interacting with advertisements or other objects on the landing page. This landing page achieves its ultimate goal of direct or ultimate trade of a product or service. The efficiency of transactional landing pages is measured through the conversion rate, that is, the percentage of visitors who have acted on the desired purpose for what a transactional landing page was formed.

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There are six main steps in undertaking Search Engine Optimisation (SEO):

1) Mapping out a keyword strategy 

2) Optimising the website structure 

3) Developing optimised web pages and content 

4) Link building and promotion campaign 

5) Analyse result 

6) Refine result

 The first step towards a SEO campaign is Keyword Analysis and mapping it with the website theme and content. There are many tools available over the internet for keyword analysis, which can be easily found on Google. However, the major issue is the cost of those tools. Costs can vary from around US$60 per month to several hundred dollars per year.

What if you know how to analyse keywords for your websites?

You can analyse your website’s keywords using free tools such as:

 (a) Google external keyword tool    or    (b) word tracker free tool.

When you plan a new website, you want to take your main keyword phrase (which should represent the theme of the site), and break it up into sub-phrases that have less competition. You can do this with Google’s external keyword tool. When you get the tool on your screen you can enter your keyword phrase in the box to the right, then hit the “Get Keyword Ideas” button.

Steps for keyword analysis: 

1) Brainstorming to find out related keyword and phrases for website 

2) Determine core keywords related to your website theme

3) Make clusters of keywords, then dilute them using some low profile keywords 

4) Add this cluster to you web pages and articles.

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Webmasters are always concerned about attracting more traffic towards their websites. There are many ways to do this, but the most important way is link building i.e. to attract links from the related websites. It is important not only to attract many links but good quality links.

You need to consider the following points when attempting to attract links:

1)    Domain Age and Page Authority: Try to get links from high “authority” websites i.e. from higher page rank website. “Authority” websites have more weight than links from lesser-known websites.

2)    Relativity: The best links should come from websites which are related to your website’s theme.

3)    The anchor text should include keywords that relate to the topic covered on the web page that is being linked to. Anchor text should be varied; links that all have the same anchor text will appear manipulated and contrived to the search engines.

4)    Position of links on the page also count. Some search experts claim that footer links carry less value than links which are integrated into the actual web page content.

5)    Deep linking appears more natural to search engines. The links should direct visitors to a related page within the website. Do not make the mistake of directing all of the web links to a website’s home page.

6)    Links should come from a variety of sources. Fewer links from a larger number of websites will generally “weigh” more than a large number of links from a small number of websites.

7)    It is more likely that links containing surrounding text are more likely to be relevant, and as a result those links tend to be worth more.

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