Ian Lurie // Jan 20 2009
This is part 5 of a series of articles on universal search. If you don’t know what universal search is, read this article first. If you just want to catch up, read the previous posts about image and video search optimization, product feed optimization and news search optimization.
Local search dominates the results on every major search engine. If you start any search with a city or region name, you’ll see something like this:
The top web search results are buried by three local search results. If you’re a local business, and you want to get traffic, you’d better get placement in that ‘three box’ (or in some cases, ‘ten box’) that shows local results.
On the bright side, this version of universal search gives you yet another way to hop, skip and jump right past all the other web search results. All you need to know is how to best position your site for a local search listing.
You generally trigger local search if you enter a city or regional name. Search for ‘flowers’ and you may not see anything. If you search for ‘Seattle flowers’, on the other hand, you’ll get that local search box.
The search engines rank local results based on several sources you might not consider:
I wrote a post on local search optimization back in March. Much of it’s still true. You can refer to that post for additional information for the first four tips:
If you run a business with a storefront, or any kind of services business that has local appeal, local search is by far the most important universal search component. Ignore every other article I wrote. Just don’t ignore this one.
One other excellent resource: David Mihm’s local search ranking factors report. Yours truly is in it.
Remember, this is part of a series. Here are the other articles:
Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More