Why Google's “Local Search” is Changing SEO in a Big Way

Most of us use Google on a daily basis, but, if you pay attention to the ways in which the search results listings appear, which many of us don't unless we are involved in SEO activities, you would have noticed a marked difference in the display of search results listings that first emerged late in 2010. If you didn't notice it immediately then, try the following activity now: open up Google on your browser and begin a search for a particular business, for example “butchers”. You will likely find that Google offers you a popular search option of “butchers [your suburb or city]”, but even if you don't click on this suggested search, the locality from which you are searching will influence the results that you are given and the way they display. The results returned by your search won't just display a list of the most popular links; they will also show a map of your locality with flagged markers on the location of all butchers in close proximity.

This search feature is a result of Google's local search option, introduced in November 2010, and it's changing the operation of SEO activities in a big way. If you are a customer, you'll be finding that Google local search is making your life a hell of a lot easier, but if you're a business owner with a website, it may mean significantly shifting your approach to Search Engine Optimisation. These days it's crucial that website owners comprehend the sway that Google local search has over the success of SEO in order to maintain a top online profile for their businesses. Most website owners are already operating SEO tactics in an attempt to push their Google search ranking as close to the top as possible, especially for the results generated by potential customers in their immediate locality. This is where directing SEO activities toward a high ranking in Google's local search listings can be a great advantage for local businesses.

To give local businesses the best opportunity of being displayed in local searches, those operating SEO strategies for the website will need to be aware of how Google local search operates. Google's local search operates in conjunction with two of Google's other search applications, Google Maps and Google Places, that together generate comprehensive information regarding local products and services. The Google local search option was introduced in response to the incredible amount of information held on Google these days, and the way that we have come to search in order to deal with all of that information that is presented to us. Google found that users are more likely to pick narrower search terms to avoid receiving irrelevant search results. For example, if you live in Toorak, you are more likely to key in “butchers Toorak” than simply “butchers” in order to find the closest butcher to home.

In order to determine which the most appropriate local search results Google gives additional weight to local companies who successfully combine their online SEO activities with off-line marketing strategies in their immediate locality. Google's local search will display businesses that don't even have a website of their own, as long as they have an accurate and complete listing on Google Places, therefore the importance of Google Place listings for Search Engine Optimisation can no longer be underestimated. As a result of Google users' welcoming of the local search application, the SEO tactics used by website owners have been forced to change and adapt to shifts in the way that searches are carried out. Websites must be optimised to contain content with the location of the company included at an appropriate keyword density, as well as the search terms relevant to the industry in order to rank highly in local searches.

As well as adding the location of the business to key word phrases, SEO boosting activities should include the inclusion of the business address across various locations on the website where it will be picked up by Google spiders. Finally, Google local search means that, during SEO, the business location suburb or city name should be inserted into the headings, subheadings and title tags of the website content which is guaranteed to significantly boost the chances of the website appearing if a local search is conducted. Infinite IT Solutions - Melbourne based Web Design Company recognized for creative web design & development, online marketing services, SEO services in Melbourne.