Introduction
SEO, or Search Engine Optimization is
the name given to techniques which marketing professionals can employ to
improve their organic rankings for specific target keywords on search
engines such as Google, Yahoo and Bing.
One important aspect of the search
engine optimization process is Geo-SEO. As can be inferred from the
term, Geo-SEO is that component of SEO which is focused on geography,
and it is particularly important for multi-site brands.
Businesses following Geo-SEO protocols
encourage the use of ‘geocentric’ keywords that are specific to a
geographical location. As much as an internet marketing company will
appreciate being recognised for the search term “Digital Marketing
Services”, if they are located in New York being found for the query
“Internet Marketing Services New York” will be much more valuable.
Leading Industries Using Geo-SEO
There are countless businesses that
prefer being found locally over search engines rather than globally. The
fact that their existing clientele as well as potential customers
prefer as much to find local businesses helps them in their
prospects. Here is a list of businesses that would prefer Geo-SEO over
the conventional SEO practices:
• Retail stores, discount stores, and other multi-site retail brands
• Restaurants, cafes and fast food outlets
• Tradesman such as electricians, plumbers and builders
• Certified professionals such as doctors, attorneys and accountants
• Entertainment, movie theaters, theme parks, zoos, recreational centers and arcades
It is crucial for above mentioned
businesses to make sure that online search engines redirect queries to
the geographical location where their business earns its livelihood.
Therefore, they are careful to choose ‘geocentric’ keywords as it
discourages the search engine to return non-local results.
Geo-SEO Considerations
Using geocentric keywords allows local
businesses to increase the chances of directing their potential
customers to the established rendezvous point. Here are some important
considerations that local businesses should make when using Geo-SEO:
Keyword research – Careful research
should be carried out on keywords to make sure that they are novel and
unique. Keywords that are fairly identical to those already used by
other businesses will not help the business much. For best results,
businesses can add local details such as postcode, region, state, town
or city.
Onsite Optimization – This process helps in indexing the content that businesses put on their web pages.
Offsite Optimization – It is equally
essential for businesses to optimize offsite content in order to
generate indexed content and target geocentric keywords. Offsite
optimization also syndicates webpage content to other higher ranked
content sites and this helps to establish geocentric backlinks.
Google Maps – Google maps is a useful
online resource. It pays to register your business’ online portfolio
with it so that it is listed in the premium section. This provides
search engine users with a geographical tag on your business’ location.
eHound has developed a tool specifically
for this purpose, allowing clients to download a file from their
account that has been pre-formatted for uploading to Google Maps.
Geocentric Sub-domains – Choosing the
sub domain of your business or ‘geocentralizing’ it also works wonders
as it effective isolates your business form Geo-SEO search results. You
may have come across sites with sub-domains like
pittsburgh.holidayinn.com. This is an effective way of segregating the
search results and is popular among businesses with branches.
SEO or Geo-SEO
There is not much difference in
traditional search engine optimization practices and geocentric search
engine optimization guidelines; all procedures and guidelines used in
conventional search engine optimization practices can be applied to
Geo-SEO. For instance, onsite and offsite optimization protocols have
virtually been borrowed from search engine optimization practice. Also,
the content still remains as essential in Geo-SEO as it is in SEO. The
only disparity that can be observed in the two, and that gives Geo-SEO
its name, is the introduction of geocentric keywords, metadata, titles
and descriptions. This is where the main focus of the business shifts
from targeting internet users throughout the globe as potential
customers to focusing on a more realistic and achievable target market.
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