Search Engine Optimization (SEO) is different if you are business that seeks clients in a localized region.  The value of being in the top 10 of a general search in your field is not worth the investment.

You want to be in the top 10 results when someone in your local area does a search.  Some techniques to use are:

  • If you do not have a web hosting company, choose a local one so that you’re IP address ties you to the local area.  This is probably not worth it if you already are hosted with someone.
  • Investigate how people in your local area look for your type of business.  Keywords used in the United States are different than those used in Europe or Australia.
  • For pay-per-click, select keywords that include regional qualifiers.
  • Invest time building local links.  Get listed on community portals and local newspaper websites.

Source: “Homestyle SEO: How to Cater to a Regional Audience,” Dan Skeen, MarketingProfs.com, May 15, 2007.