The Trifecta of Local Search

Talk about bizarre – 1 day after the launch of ZOG Digital’s Local Footprint Tracker, Google also releases a new local search study in Think Insights, and Search Engine Watch leads with the same hot story.  Could it be a coincedence?  Nope.  We’re in co-hoots with Google and SEW to make sure that marketers finally get it – the “Trifecta of Local Search”.

What’s in the trifecta?  It’s the recipe for success within local search;

  • On-Page Optimization (SEO-optimized locations pages, preferably static, owned assets)
  • Localized Link Building (High quality link building with local keyword anchor text links to SEO-optimized locations pages)
  • Directory Syndication (including automated and manual processes, web, mobile and social directories – like Google Places / Pages, Facebook, Yelp, etc.)

The fourth component to gaining local visibility in search isn’t organic.  Paid Search and other Advertising options (Yelp.com) will boost local visibility immediately, especially in cases where organic Local Search results make take time to increase in rank – or – for seasonality / event influx.

This “Trifecta” is very simple in its approach – one reason why single unit businesses and restaurants outperform chain restaurants and multi-location businesses – because their content is simple – typically one very basic web page, and basic directory syndication, with some high quality links.  Something that gets lost in corporate chaos.

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