The best practices for local search engine optimization become clear for anyone who has spent years managing local newspaper and television Web sites.
Local newspaper and TV sites are packed with references to communities and institutions common to the area.
But those packed references don’t necessarily lead to great rankings in search engines, even for media sites that typically have large online audiences.
It’s remarkable how a few tweaks can lead to 70 and 80 percent year over year increases in search engine traffic.
Local online advertising is especially effective for local businesses that know a few simple steps in how to target their ads.
After decades of working in media, I can say without a doubt that many local advertisers understand the concept of targeting ads but struggle with how to do it online.
They understand that local newspapers are delivered mainly to local readers, that radio and TV stations only reach local listeners and viewers, and cable companies provide service only to local customers.
But a Web site is accessible to the entire world.
A local business doesn’t want its ads to be seen by people in Dubai or the Ukraine because those people are highly unlike to shop at the advertiser’s business in a place such as Charlottesville, Virginia.
There are three simple ways to target local online advertising. (more…)