Saturday, June 7, 2014

Want More Local Web Leads? Target Local + Country Search Content.

Localizing Content Can Bring Lead Generation and Search Engine Success.

Focusing SEO and PPC into optimizing key local country search campaigns can be effective and very profitable.

So why localize webpage content, when appropriate? Because it works... really well. The quality leads I see generated every day on a global basis generated from localized webpages tell me we're on the right track, and getting leads we may have missed otherwise.

Localized Search Optimization
will produce additional quality leads.
Targeting localized search is another example of using long-tail search marketing tactics. There is extra work ahead in order to succeed and dominate in location focused search results. Adding localized content also means thinking through how to harmonize such pages with more global, "generic" content pages which are located on the same website. Assuming the website is global and one language (English), webpage duplication must be minimized, and cross-linking must be logical.

This article will focus on localized content on webpages for localized SEO in English.

There are very effective localization tools which will not be discussed in this article, such as Geo-targeting call-to-actions and using Google's Local Search Listings. These SEO tools deserve their own time.

Another extremely powerful technique to dominate local search, not covered here, is the creation of additional language (Spanish, French, German, Chinese, etc) and language specific country websites (Mexico, Spain, France, Germany, China, etc). This tactic also deserves separate time and attention.

So, how does localized search work, and when should you create local content webpages in addition to generic content pages?

First, be aware that Google operates different search engine websites for different countries. The results on those national search engines will serve up different results than Google.com, in English and especially in the local language. In English, don't assume that if your page is doing well with organic SERP on www.google.com, that the page will also do as well on www.google.co.uk!

It really doesn't matter if your business is global (like mine), or national, regional, and local. People will search for goods and services millions of different ways. Adding location to a search query is a common search tactic, and using location in a search may indicate a high quality prospect is looking for a vendor. That global vendor may as well be you.

For example, I may have a global generic-content webpage focused on "Turbo Ionic Cleaners". The page is global in scope, and any visitor will see content geared to a global audience. It works really well on www.google.com.

But what about a potential customer in India who wants to know more about "Turbo Ionic Cleaners in India"? If all goes well, my generic page will hopefully rank on www.google.co.in. But if that market is big enough, a competitor may feel it worth building a webpage all about "Turbo Ionic Cleaners in India", and their webpage will have specific references to India and the Indian market. I suspect their India focused webpage will easily outrank mine on search results. In fact, my generic page may not even appear in organic listings, depending upon the search query.

This makes complete sense. Google wants to serve up the most relevant results possible. If a searcher adds local information like country, state, city, even street, Google will ruthlessly sort out results which fall outside those search terms.

So adding local content to a localized webpage designed to target locally focused search can be successful and expand the potential market audience you can reach. The trick is to make sure the page is not duplicating a generic webpage, but is rather complementing the generic page and 'orbiting' it in terms of hierarchy.

Once a new webpage is developed which meets localized country-specific content criteria, consider launching niche Adwords and BING campaigns to further support this page in the country or market being targeted.

Local search content is a variant of long-tail content search. If you want quality leads, go long-tail.

Even with English being commonly used across the world for technical search term queries, adding local intent into search terms can greatly impact search result rankings. Becoming aware of these variations and exploiting for local markets can make a big difference in lead generation.