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In order for a website to rank well within search results, it needs a variety of things. It needs to be designed well and properly coded. It needs to have interesting, informative, and engaging written content. And it needs to be regularly updated. Whether you're focusing on design, content, or SEO, your focus should always be on improving your site to make it more user friendly and easier to find on the web. However, it should be noted that these are not the only aspects of your marketing plan that need attention. In today's internet, local optimization is more important than ever.
Local optimization is perhaps one of the most vital aspects of any successful internet marketing campaign. It's also one of the most tedious, time consuming, and overall complicated aspects of an online marketing strategy, and should never be overlooked or taken lightly. In order to successfully optimize locally, one need only pay very close attention to detail, maintain a high level of organization throughout, and be sure to follow the rules put into place by the various search engines, particularly Google.
With Google's recent Hummingbird update, it's never been more important to maintain an optimized local presence. Hummingbird, which factors in whether or not your site content satisfies conversational queries, is especially important given how prominent mobile search has recently become, particularly voice-activated searches. And while it may not seem entirely apparent at first how voice-activated search and local optimization are connected, you have to keep in mind that mobile technology is GPS based, which means that it takes into account a mobile searcher's location at the time the query is made. If you don't have a locally optimized presence, and your local address is not clearly specified on your website, then your website may not show up during voice-activated searches, especially when the mobile user is in relative proximity to your business location (according to GPS). Seeing that voice-activated mobile searches are only going to grow in prominence in the years to come, it is especially important that you have a well maintained, consistent local presence on the web that will help your website to be found.
Consistency is the most important element in local optimization, particularly when it comes to your NAP (Name, Address, and Phone Number). To understand how important a consistent NAP is, consider the following scenario…
If you were to purchase a product at one store, be completely satisfied with that product, and then search for the same product at a different store only to find it under a different name, it would, understandably, be very confusing. A consistent NAP on a locally optimized web presence will not only eliminate this confusion, but will make it much easier for potential customers to find you. Remember, without your NAP consistently featured on your website and highlighted across the internet on local search sites, it will be very difficult to be found, particularly if your services are being searched for on a mobile device. The search marketing team at SLS Consulting understands how important local optimization is, and can help sort through the muddled confusion that often discourages brands from sorting out their local presence once and for all. Remember, there's no quick fix. For more information about how we can locally optimize your website, please contact SLS Consulting at (323) 254-1510 or toll-free (877) 248-3529.
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