How to choose keywords for a small, local business
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I have a client who is a small, local business that isn't interested in competing outside of their market. Let's use a Toyota dealership in Anytown USA as an example.
Which method makes more sense?
A: Optimize for keywords like "toyota", "used cars", etc. and hope the search engines show the site to local users?
Or B: Optimize for keywords like "toyota anytown" and "used cars anytown" and take localization out of the equation?
Kind of a newbie trying to figure out how best to approach SEO for sites that are highly geographic.
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We have had some experience recently with just this task. First I would make sure that our on site optimization is correct for local search therefore title tags should be appropriate eg Toyota Car Sales and Service. Also that there is relevant on page local content and also that your meta descriptions have local context.
Second, I would follow Rand's direction to getlisted.org which will get you on 5 of the most important local directories, qype, yelp etc. Follow this with any other local directories you can find. These all help with local search rankings.
Third build links with local businesses. These local backlinks will help Google localise you and determine that your car dealership is the 'most popular' in anytown.
Fourth Google Places Signup will hopefully mean you will appear google place search
Apart from this general link acquisition will help boulster your position.
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Go with Option B. Optimizing for "toyota" or "used cars" is going to be super competitive and most of the people performing those searches aren't likely to be relevant to a brick and mortar location. Targeting the more specific phrases will be easier to rank and the traffic the site gets will be more likely to convert. Keyword selection requires that balance of search volume and specificity. "toyota anytown", "used cars anytown", and "Used toyotas anytown" should be a good place to start.
And if you haven't already, you'll want to get the business listed in Google Places.
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Hi
Anytime you have a "brick and mortar" situation you're dealing with local search, which is a different ballgame for sure than non-local. You may want to have a look at:
http://www.davidmihm.com/local-search-ranking-factors.shtml
http://www.seomoz.org/webinars/conversion-optimization-for-local-businesses - that deals a little more on the conversion end, rather than rankings, but still of value.
http://www.seomoz.org/blog/category/5 - and the blog category for the local seo verticle. The top 4 or 5 posts there right now have some value.
Definitely where you want to start is to get an overview of local search.
Also, the latest SEO101 podcast on webmaster radio JUST had an entire episode on local.
Hope these help!
-Dan
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Optimizing for phrases like "Toyota Dealer" Will allow you to still show up for those searches, but I've experienced the best benefit at my car dealership by optimizing for "City Toyota" and "Toyota City". I then followed that up by using "City car dealership" and "City used cars." However, I have over 100 domain links to my website, so It's easy for me to rank well in local search.
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