Fri, 12 Sep 2008 09:56:55 by Matt Hopkins
According to many estimates, more than 600 million unique visitors (i.e. people) search just Google and Yahoo each month with local intent. Local search is already huge. And it is getting bigger - fast.
According to researcher Marchex, local search queries increased by 24 percent in 2007, faster than general searches, which increased by only 14 percent. In fact, Google believes that at least 40% of ALL searches have local intent currently.
Why is local search so important? On top of increasing competitiveness for most commercial keywords, the changing behaviour of search users, and the opportunity for Google to sell more ads for the same keyword - local search will drive the results for the approaching wave of mobile search.
With better mobile internet connectivity, more powerful devices like the iPhone, and a massive global audience who own mobile phones but no computer (e.g. Africa) - this is expected to be a huge market over the coming decade.
The algorithm's that Google uses for local search results is NOT the same as the algorithm used in the main index. Let me repeat that.. in case you missed it. Google uses a different algorithm for local search than it uses for its "normal" search. In fact, search industry pundit - Danny Sullivan - says that the new local search algorithm will completely replace the current "normal" algorithm by default in the near future. This local search algorithm is the same that drives Google maps currently.
In the past, local search engine optimisation (aka local SEO) - used to be similar to traditional SEO but with the addition of geographical markers (e.g. adding the business location such as "Portsmouth" into the set of targettedkey phrases). This is no longer the case.
The algorithm is being enhanced constantly - perhaps more frequently than the algorithm used for the main index. The primary trend of these changes is to diminish the importance of "on listing" factors that can be "gamed" by marketers such as the keyword being added to either the business or the title of a listing.
Just as with traditional SEO, "off listing" (aka "off page") attributes are growing in importance. These attributes include "citations" from major business sites such as local.com and other directories, user generated content such as reviews, and inbound links. This shift to placing a greater importance on "off page" elements will be familiar to many of you.. as it is a major component of effective search engine optimisation.
Any locally-oriented business who is interested in promoting itself and its website in the search engines, should start considering a new local search strategy as soon as possible. Local SEO is clearly maturing with the first major shift being that it will require more than a simple listing in Google Local Business Center to achieve your goals.
Matt Hopkins
Managing Director |
|
|
|
|
|
|
|
|
