Online Marketing Strategies – EverEffect


Are You Local?

Posted in SEO by Jim Brown on July 9, 2007

There has been a lot of chatter lately about ‘local search’ in pay per click advertising and search engine optimization. It seems some people are confused about the differences between geographical local targeting and keyword local targeting.

For educational purposes, lets create a company that we will be attempting to market online. Let’s say we have a landscaping company in Wichita, Kansas, called Premier Lawns. Now, how would we start an online marketing campaign for Premier Lawns? Unless they were a franchise with several locations spread out over many cities, chances are they can only provide their service within a 100 mile radius. That being said, it doesn’t make any sense for them to advertise to anyone outside of that area, or does it?

This is where we begin Geographical Local Targeting. Parameters can be set to tell Google (or your preferred search engine) to only display paid ads within a geographical vicinity of Wichita, Kansas. So, if we were bidding for such phrases as ‘Lawn Care,’ ‘Landscaping,’ ‘Lawn Maintenance,’ etc, only searches that were physically located within a 100 mile radius of Wichita would see, and thus, be able to click on our ads.

That concept is pretty handy for paid search advertising with such broad phrases, but what about optimizing their site to be listed organically? If you type in a vast phrase like landscaping (go ahead… try) you will find many articles from about.com,hdtv.com, wikipedia .com, etc, etc etc. This presents the need for Keyword Local Targeting. We have already determined that the people who can actually use the services of Premier Lawns are going to be located near Wichita, so why not put the city in the search queries? ‘Wichita Lawn Care,’ ‘Wichita Landscaping,’ ‘Wichita Lawn Maintenance,’ … you get the point. This brings local relevance to the broad search phrases making the results more desirable.

How else does this concept fit? Let’s assume you live in Austin, Texas, no where close to Wichita. However, who is to say you might not own a second home there or maybe a rental property? You might find yourself needing lawn care while you are away from the home. In that instance, Premier Lawns could be of valuable service to you. If they limited their online campaign to only geographical local targeting, there would be only a slim chance of you ever knowing about them. But, by adding in the city name to the search query, Premier Lawns makes themselves accessible to potential customers outside of their geographical limits.

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