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For a lot of businesses, the rise of local search (the emphasis of the major search engines like Google and Yahoo, not to mention their users, to show geographic results) has been a little bit of a mixed bag. On the one hand, local customers are generally easier to find, more profitable, and show more loyalty; on the other hand, it's just one more thing businesses have to pay attention to... and who has time for that?
We'd like to offer you a piece of very good news when it comes to local search: 9 times out of 10, it's going to be easier than you imagine.
There's not really any magic to this. Instead of competing with thousands, or even millions, of other companies around the globe, local search allows you to go head-to-head with other businesses in and around your zip code. That means you don't necessarily have to have the best search engine profile in the world, just in your neighborhood.
Remember these two things as you plan your next round of website improvements and search engine optimization content:
- Make sure your website includes a map, some driving directions, and a few pages that emphasize not only your main keywords, but your geographic location.
- Check your profile in the local search results of Google & Bing to confirm that it’s complete and accurate.
It doesn't take a huge effort to excel in local search, and the results will probably be a lot better than you expect.