It is becoming increasingly common for people to use search engines to look for products and services in their neighbourhood and for search engines to focus on local search.

Some e-businesses naturally have locally based customers, due to the nature of their products or services, and for those businesses having a site optimised for local search is crucial.

But even if you are selling globally via your website, it doesn't hurt to appeal to your local market, and it will likely appeal to the search engines, too.

United States based asearch engine optimisation (SEO) consultant Bill Sebald, on his Greenlane SEO blog, writes; The major web platforms are looking at targeting users with local functionality. As online retailers, who may not have heavy connectivity with their brick and mortar counterparts, local SEO may not seem like something that provides much if any online traffic. But it does. Especially with recent Google changes".

Bill says, If you haven't noticed, Google changed the way they display their local searches. They appear to show up more often, and resemble traditional natural search listings. The result is that other non-local listings are getting pushed down under the fold, and more local listings are being clicked.

Read more from Seabald at More local listings equal more ecommerce traffic

Local search optimisation

John Jantsch, of the Duct Tape Marketing blog, says local search requires a shift from the mindset required for global SEO, which is to “create a website and optimize it for anyone looking for a certain topic.

Instead, says Jantsch, Local SEO focuses first on being found in your town.for a certain topic.

People who are looking for an auto mechanic online will search ˜Kansas City Auto mechanic. In order to win the local search game you must be able to win that type of search.

Find out more from Jantsch at Is your website ready for local search engine traffic?

Local content

The first step is to make sure locality-based information features in your page copy, links and title content.

Use the names of cities and suburbs on your pages, add your address and Google maps, talk about local and community events in your blog posts and titles, says Jantsch.

Jantsch also suggests it is important to have local links on your site:  Link out to local sites using town and neighborhood names in the anchor text.

Read more from Jantsch about local content at Win local search with local content

"Behind the scenes, your 'page title' or title is perhaps the most important element of SEO, says Local SEO Guideâ Andrew Shotland.

These are the words that appear at the top of your web browser when you are on a page. They are also the words that show up in the blue links in Google.

You should make sure you add your city name to the titles as a lot of people search for your service in your city, says Shotland.

Shotland also recommends linking locally and suggests chambers of commerce/local business groups, Local business directories/Local newspaper, Partners/Vendors.

Read more at How to do local SEO for your website in five minutes

Local Listings

Local business directory sites are another means of getting local traffic and making sure you show up on local searches.

These sites get a lot of traffic and tend to rank well, says Shotland.  At the least you should go to each one, claim your profile and make sure they are linking to your site.

There are a number of these sites in New Zealand, such as Finda (www.finda.co.nz), Gopher (www.gopher.co.nz), NZPages (www.nzpages.co.nz), and NZ directory (www.nzdirectory.co.nz).

Many of these sites offer a basic listing free of charge, with paid options that give you featured listings and other benefits.

Recently, New Zealands Yellow launched their own local search site, Yellow Local (www.yellowlocal.co.nz), where users can write reviews, and share local news and events.

Similarly, NZ Post has started www.localist.co.nz which provides information and reviews on local businesses and allows individuals and businesses to post information about their communities.

Geolocation tools, like Google Maps, which pinpoint the location of businesses and customers and allow for location-based promotion are also useful in the local SEO game.

The Ebusinesess Guide article Using geolocation to guide customers to your business has further information no this topic.

Smartphones

Smartphones have contributed significantly to the rise in importance of local search.

GigaOM writer Ryan Kim says, a reason why search companies, advertisers, payment processors and local merchants are so interested in smartphones. It's because they're turning out to be powerful and popular tools for people looking to search locally, act quickly and improve their shopping experience.

Read more at Smartphones are local search and shopping devices.

Discussing a 2011 smartphone user study commissioned by Google, Kim says that the key finding of the report is that smartphone users are ready to take action with nine out of 10 smartphone searches end[ing] in an action.

According to Kim, the survey found 79 percent of respondents used smartphones for shopping, and three out of four smartphone users made purchases either in store or online using their phones.

Given that the survey also found that search engines are the most commonly visited websites at 77 percent, ahead of social networking, retail and video sharing,” it certainly pays to have your site optimised for those local searches.

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