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How to use Facebook to market your radio station in 2017

August 21, 2017 – 4:51 pm Comments Off on How to use Facebook to market your radio station in 2017 | 5,505 views

Are you serious about promoting your radio station on Facebook?  If so you’re probably aware that it’s getting more difficult.  As it gets tougher I thought I’d share some things to think about when using …

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Home » Featured, Targeting Marketing

Local Search Marketing and Business Success

Submitted by on October 6, 2011 – 3:20 pmNo Comment | 2,145 views

Local search engine marketing is designed to make your business more prominent in the search engine results pages (SERPs) for local search terms. So if you own a seafood restaurant in San Francisco, you want to be found when people search online for things like ‘restaurants in San Francisco’, ‘bay area restaurants’ or ‘best seafood in san francisco’. More than that, you’d like to be as high up on the list as possible.


To do that you need to be clear about what you want to achieve and have a good basic understanding of the kinds of tools you can use to achieve that goal. With those two things in place you can lay down a simple plan to help get yourself found online.


Planning Your Local Search Campaign – Keywords


The first step in any search engine marketing campaign is to know the kinds of keywords and phrases people are using to search for your kinds of products and services. One of the simplest ways to get started with this is to draw two columns on a blank piece of paper.


On one side write down the key words and phrases that describe your business. In our example above, some of those terms might be ‘seafood’ and ‘restaurant’ but they could also include variations like ‘restaurants’ or combinations like ‘seafood restaurants’. Use a tool like WordTracker or Google’s Sktool to see which combinations people are actually searching for and then place them in order of how often they are searched for.


In the second column you can write a list of some of the local terms people might use. Again from our example above, people could search for ‘san francisco’, ‘bay area’ or even ‘s.f.’. They might also use street names, areas within the city or area codes in their search terms. Make sure you include all the areas that you service, not just where you are located. Once again, use the tools available to you to find out which variations are more popular but this time in conjunction with the terms from the first column.


Based on some quick research you should be able to identify how people are searching for your type of product or service in your area.


Planning Your Local Search Campaign – Search Engines and Web Sites


Now that you know what people are searching for, it’s time to find out what they are finding when they do. Pick your top combinations and start entering them into one of the major search engines like Google – what results come up? Some of the results might be for individual businesses but the bigger the market the more likely they are to be directories and other listings / review sites.


If, for example, you search Google for ‘san francisco restaurants’ then the first set of results will be Google map results (individual restaurants shown on their map) and then two pages of results full of directories and review sites. You have to get half way down page three before you find an individual restaurant’s website.


For most businesses, your local searches won’t be quite this competitive but the same theory applies regardless. Make a list of all the sites that show up within the first few pages of the results. Now repeat your search again with a new phrase from your keywords list – add in any new sites and place a tick next to ones that show up again.


Once you have repeated this process for a few different terms you’ll have a good idea about which sites matter – and who your competitors are as well.


Developing Your Local Search Campaign


Now that you know what terms you want to rank for and what sites are relevant to customers searching for those terms, you can start making simple, consistent improvements to your own online presence to help yourself rank better.


These might include:


  1. Improve your SEO by adding relevant keyword-rich content to your own website,
  2. Get inbound links from other websites in your area or industry
  3. Submit your business to Google Maps so that you show up whenever people search for your industry in your city
  4. Get yourself listed in any free directories or review sites that came up in your search – and use keywords in your descriptions of your business
  5. Consider submitting to online press release sites using your keywords in the headline
  6. Look into local online newspapers, especially if they show up in your searches
  7. Consider some of the paid directories, but only if that will get you listed more prominently on a site that performs well in your local searches
  8. Use PPC advertising to target local keywords and get yourself onto page one of the SERPs immediately
  9. Make sure that you are using local search terms in your website titles and coded meta tags (these are the tags in your website’s source code that the search engines read)
  10. Use local terms in describing images and photos on your website – ex. a picture of your restaurant shouldn’t just be labelled ‘Harrys’ but ‘harrys seafood restaurant san francisco’


Going Forward


You’re not likely to see a huge change in your fortunes over night but if you follow some of the simple tips from above, you will gradually see yourself improve and move up the rankings.


From time to time, repeat the basic steps to see if anything radical has changed or if there is a new site ranking well for your terms. Continue to produce relevant content for your website that makes use of your keywords (a blog is good for this) and encourage other sites to link to you. Regular press releases and participating in social media can also help make you more visible.

 Is local search right for me?

As always, make an informed decision by researching all your marketing options at Area’s Best Marketing.