Local search is Google’s fastest growing sector and you can bet that they’ll be doing as much research as possible to see how they can maximise this function for both increased revenues and an increased share of the hugely profitable local directory market. And of course this means that nothing short of world beating innovative search tools will be the outcome.

All of this tells you something very important about the status your local search should play in your overall marketing effort. On line searches are increasing year on year whilst the likes of Yellow Pages, TV advertising and Press advertising are in terminal decline. The reality is we all turn to the web when searching out a new service in our locality and your services are no different in this respect.

How To Figure In Local Searches..?

There is plenty you can do to ensure that you are seen in local searches and there is very little specialist know how required. A caveat here is that I am far from being an SEO expert but all of the points listed below will most definitely have a positive effect.

Local Search Engine Optimisation by its very nature relies very much on location details within your website. This may sound obvious but it’s often overlooked. There are a number of simple things you can do to get found…

• Including your name and location e.g. Smiths Chartered Accountants Bedford in the Home Page Title Tag is a 2 minute job for your web designer.
• Your full address should be included on your Home Page.
• Each and every page should have an internal link to your Contact Page.
• Your Contact Page should have full details including a map, directions, email, phone, fax and social networking links and opening hours.
• Your local telephone number is also one that you should include as it is another indicator that your business is truly local
• Create back links to local ‘trusted’ sites such as the Bedford Chamber of Commerce, Local Council, Parish Council and local Network Groups.
• Take out listings and ads in your local press on line classified sections. Sites such as Gum Tree have local versions in major conurbations. You could also try http://www.classifieds.co.uk
• An interesting development on Google Maps is the weighting being given to reviews. This has been dubbed Google Sentiment Analysis. Google will take reviews from other sites and incorporate into your Maps Listing. However it is important that you get satisfied clients to write reviews.

Listing in as many free on line directories is a huge plus. And although time consuming with some nifty cutting and pasting you will have it done and dusted. These are the key directories…

• Yahoo! Local http://uk.local.yahoo.com/
• Google Local http://www.google.co.uk/ and http://maps.google.co.uk/
• Yell (Yellow Pages online) http://www.yell.com/
• We Love Local http://www.welovelocal.com/
• Thomson Local http://www.thomsonlocal.com/
• City Visitor http://www.city-visitor.com/
• UFindUs http://www.ufindus.co.uk/
• InfoServe http://www.infoserve.com/
• TouchLocal http://www.touchlocal.com/
• BizWiki (AccessPlace and TownPages)

http://www.bizwiki.co.uk/ and http://www.accessplace.com/

http://www.townpages.com/

• bView http://www.bview.co.uk/
• Scoot http://www.scoot.co.uk/
• BT/The Phone Book

http://www.thephonebook.bt.com/publisha.content/en/index.publisha

• FreeIndex.co.uk http://www.freeindex.co.uk/

• Local Data Company www.localdatacompany.com/search
• Yelp UK http://www.yelp.co.uk/
• MultiMap http://www.multimap.com/
• KellySearch http://www.kellysearch.co.uk/
• UpMyStreet http://www.upmystreet.com/
• AppleGate http://www.applegate.co.uk/
• 118.com http://www.118.com/
• Tipped http://www.tipped.co.uk/cities
• TrustedPlaces http://trustedplaces.com/
• LocallyCompared http://www.locallycompared.com/
• Qype http://www.qype.co.uk/uk
• Tupalo http://tupalo.com/en/united-kingdom
• BrownBook http://www.brownbook.net/
• SmileLocal http://www.smilelocal.com/
• Now2Business http://www.andys-now2business.co.uk/
• Kompass UK http://www.kompass.co.uk/
• BT Tradespace www.bttradespace.com/
• Euro Pages http://www.europages.co.uk/
• Business Magnet http://www.businessmagnet.co.uk/
• GB Guide http://www.gbguide.com/
• B2BIndex http://www.b2bindex.co.uk/
• Business Directory UK http://www.business-directory-uk.co.uk/
• The Local Web http://www.thelocalweb.net/

A good tip for completing the directories is to have all the required information in a Word document that can then be used as your cut and paste master document.

Most of the directories have free listings with the option of enhanced paid listings. Clearly a listing in each will give you a great chance of being found irrespective of your prospects directory preferences. Directories in general are also well optimised and as such may appear above your organic listing once again giving you greater opportunity to be found.

Inclusion will not hamper your own search engine optimisation and links in these ‘trusted’ sites should enhance your site in the eyes of Google and indeed other search engines.

Maintenance of your listings is important and having done the hard work it’s certainly worth keeping each site updated. This is particularly important where the site has a review option where you can encourage clients to write a positive review. As previously mentioned Google Sentiment Analysis means that they could well be collecting reviews from some of the aforementioned sites.

In Conclusion…

If local people are searching for Your Local Business services or Products on the web and they most definitely are then you need to be seen.

Google Maps will get you on Page 1 Google – If you submit a quality listing that is.
A Pay Per Click Ad if set up correctly guarantees a Page 1 Listing. And if you follow the simple advice outlined above you have a great chance of getting into the organic rankings in Google and of course you will be in all the local search directories.

If you need any assistance with Google Maps, Pay Per Click or Local Search Engine Optimisation call me on 01234 355300 or mail me at…

info@cowleyholmes.co.uk

This article was produced for The Good Wealth Guide By Mike Smith
www.mikesmithconsulting.co.uk

Your Google Local Business Centre is a very important location on your marketing map. Currently providing free listings in Google Maps you have got to be bonkers not to take advantage of a free listing on Page 1 of Google.

We know from our friends at Google that local search is the fastest growing sector of Search Engine activity. This is clearly good news for local accountants. It may also make you want to reconsider your Yellow Pages strategy.

If you haven’t seen the listings you can see a screen capture above. In essence there are currently 3 distinct areas on a SERP (Search Engine Results Page) …

• The Organic Listings – In the main body of the page
• Sponsored Listings – On the right hand side of the page and featuring Google Adwords
• Local Business Listings – Top Right as per our picture

How Do I Get Into My Local Map Listings..?

If you click on the link at the top of this page you will be directed to the Google Business Centre. Simply log in with your Google id and select Add New Business and away you go.
There is some debate about how you get in one of the much coveted front page spots but the general rules seem to be as follows…

• The nearer your actual business postcode is to the town centre the better
• Including a key word in your title is frowned upon but adding Accountants works
• Local Telephone rather than 0800 or 0845 work better
• The fuller your profile and the more positive your reviews are add weight to your listing
• When completing your chosen categories keep them relevant
• Using a contextual URL will help e.g. www.accountantsbedford.co.uk

Now Here’s an Idea For You…

Research from the States is telling us that when it comes to local searches people are more inclined towards the paid rather than organic listings. The rational could be that a local business prepared to pay for local advertising is better regarded.

Therefore if you are prepared to run a Pay Per Click ad and have your listing in Google Maps you have a better chance of obtaining more clicks. And if you look at point 6 above URL’s with local names in them also get more clicks.

You should also for good measure invest in Search Engine Optimisation which for a local accountant this is not cost excessive at all. You could then have a Maps listing, a PPC ad and an organic listing – A full hand in marketing terms.

However a word of caution for local organic listings. Google are currently trialling paid local listings in San Diego and San Francisco. Their clear aim to extract as many revenue streams as possible from their huge search engine popularity is a fairly obvious tactic.

Now from a simple logistics perspective the further monetising of the SERP (Search Engine Results Page) means that there is less page room for one of the constituent parts of the SERP. We know that they are certainly not going to reduce the space attributed to Adwords and as previously mentioned Local Business (Maps) Searches is their fastest growing search sector – So we are left with Local Organic Listings who I’m afraid are going to be pushed right off the screen.

If you need any further assistance please do not hesitate to email or call

info@cowleyholmes.co.uk

01234 355300

This article was produced for The Good Wealth Guide by Mike Smith www.mikesmithconsulting.co.uk