Local Business Focus Online Can Boost Search Relevancy

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In our work, we assist a number of local B2B and B2C companies with their overall search health. When one has to compete with several businesses for the top result under, say, “Virginia Beach home improvement” or “Norfolk real estate agent,” it can turn into a virtual fist fight. One can optimize specific keywords on the main site, blog and tweet and distribute articles linked back to the main URL, and you will see some improvement – how you fare on page one, however, depends on a number of factors. In addition to all this work, we strongly suggest taking advantage of local business listings.

Whether you have a physical retail location, or a headquarters for your online concern, it’s important to have your information confirmed with sites like the Google Local Business Center, Yahoo Local Listings, Yelp.com for services and UrbanSpoon and the like for restaurants. While you might find on certain sites your listing is available – but needs only to be “claimed” by an owner or manager – taking the time to manage and enhance your listing can boost your visibility in search results. With review-based social networks, you have the added advantage of blended search paradigms to have your optimized listing called up, and regular monitoring of such pages can assist with mediocre or negative reviews, and hopefully establish your business as one that is concerned and ready to listen to consumers and clients.

Dress Up Your Profile

With Google Local Business and Yelp, for example, one can add photographs of the business to give customers a better idea of what to expect. Google Local also allows you to set up coupons as incentive, while through other social networks you can advertise specials as people find your pages. Have visitors print your page for a discount, for example, turning your network into a coupon itself.

Taking control of your online business profiles lets you clarify hours of operation, address and phone, and web URLs. The more you monitor your pages, too, you can get on top of bad feedback and soothe any raw nerves in a timely manner that gets noticed, not only by the plantiff but others who view your profile.

Direct People to Your Profiles

You might wonder how useful it is to direct visitors to these social and search profiles rather than your main site or blog. Fact is, should these pages show up in search before your official sites, potential customers and clients will see that information first. If you know there are people ready to praise your work and products, encourage them to visit these profiles and post their opinions. they more made available gives newcomers a basis for trying your services.

Once you have control of your name online, you can move into controlling the success of your business.

Kathryn Lively is a social media specialist assisting clients with social media optimization and travel social media services. Clients include Gainesville hotels, European hotels, and Virginia web design firms.