SEO for local businesses

Not every business wants to be a multi-national, some want to offer their goods and services to a more local audience and as such, the way they run their online campaigns will be slightly different. For these businesses, having websites that can be viewed from mobile devices is essential as often, people looking for them will be using their mobile phone or tablet. Making use of local directories, local review sites, social media and local business group sites such as Chamber of Commerce, are great for getting a business known in a particular area or community. Using long-tail keywords using local geographical terms will help with the search engine listings as well. Video can be particularly useful and as many people view these from their mobiles and then share them with their friends, this is an area that should not be ignored.

Here’s a local search optimization tactic that is a staple in the repertoire of many professional SEOs: YouTube Optimization. It’s particularly effective in local search since relatively few businesses have created and published video promotions for themselves.

Before launching into the technical tips for optimizing your YouTube videos for local search, it’s worthwhile to mention the content itself. While my tips below will provide benefit somewhat independently of whatever the video is actually about, all benefit derived from the work will be magnified if the video is compelling. So, subject matter and the way it is conveyed are of primary importance. I don’t mention “quality” (although that can contribute) because there are many videos of poor production quality or low resolution that are extremely popular. The subject matter of a video and the way it’s conveyed — its “interestingness” — are more likely to determine whether people will watch it, whether they’ll watch all the way through, and whether they’ll share it with friends.

YouTube Local SEO

Some businesses simply make an ad about themselves when they do a video. While these can be informative for prospective customers, they are typically not all that imaginative (and usually not as effective as less overtly promotional videos).

A better approach would be to publish a series of brief videos over time about aspects of your industry, its products, and its services. Provide how-to videos that demonstrate how to do what you do. Obviously, if you sell a service, you won’t make money off of do-it-yourselfers, but these videos are typically more popular and will therefore convey more ranking potential to your business. They can also serve to establish you as an expert — and sometimes, when you show what’s involved in what you do, it will persuade people to pay to have it done.

Other types of videos can teach consumers about how to select the sorts of products you sell, or tell them how to discern qualities about services offered. These “public service” sorts of videos may train consumers in how to be more discerning and, in the process, train them to choose you instead of your competition. Click here to continue

Further information

5 simple steps to improve your local SEO

2013 local search ranking factors

Local SEO tips for small businesses post Panda/Penguin