For local businesses, Google Places is the main factor to drive local leads. When Google’s recent algorithm changes removed 3rd party reviews and citations, local businesses began to panic about their search engine optimization campaigns, but experts feel it is not as significant as we think it is. Search engine optimization is still very much alive because 3rd party reviews and citations are still being captured and used, we just can’t see it.
Myles Anderson of SearchEngineLand.com believes that diversity is the key for local businesses to succeed in their search engine optimization campaigns. Here’s how local businesses improve on being search engine optimization-diversify to generate more leads and work within Google’s constant algorithm changes.
1. Local businesses need to realize that when it comes to search engine optimization, nothing beats fresh content. Content is, and always be king. The homepage is not the only landing page that should be keyword-optimized. Google will definitely come back for more each time new content is produced on a local business’s website. This can be done in the form of a blog, news, and promotion.
2. Link building and citations should help improve rankings. There seems to be too much focus on Google Places’ citations compared to link building. Keep in mind that Google constantly updates its algorithms. Who knows when citations will no longer be a valid factor in determining a website’s ranking? Anderson suggests doing link building tactics in addition to citations. By spreading search engine optimization efforts on both citation and link building, you will be ready for any changes Google decide to make on its algorithm, resulting in first-rate and nice blend results.
3. Yahoo! & Bing are still major players in the search engine ballgame. While Google clearly dominates search engine results, Yahoo! & Bing are still very much alive. Bing continues to improve and is now launching their revamped local offering “Bing Business Portal”, which local businesses put their products and services up for review. Yahoo is not only a search engine, but also a directory and a portal, so taking advantage of Yahoo can increase traffic.
4. Social media marketing is another internet marketing strategy to explore. More and more brands are now investing in social media networking sites because sharing is the most essential factor that drives these sites. Users who share product reviews, links, and news about a brand boost the brand’s ranking through natural links and keywords.
These may not be quick win strategies, but they are bound to be effective and bring your local business search engine optimization success when it is practiced correctly in the long run. With a diverse search engine optimization strategy, it keeps you up to date and prepares your website for any change Google may try to implement on its algorithm.
