The Sheer Importance of Local Search

Jun 28, 2018 | 3 Minute Read

It's better to be a big fish in a small pond than a small fish in the sea, goes a popular rather timeless saying. And there are plenty of historical precedents that prove this too. Facebook for instance, started off as a Harvard only website, open only to students. The site expanded from one college to another until it became a raging success across, after which, it was opened to general public.

Likewise, Col Sanders went around selling his chicken door to door in Kentucky where he became successful before his famed recipe became a worldwide success. While stories such as these are often repeated as examples of triumph of dedication and perseverance, there is another, hidden piece of wisdom that few have recognized - start small and work your way up.

The World Wide Web -- It's a Big World Out There

It's easy to think that owning a website will give us access to an unlimited market, after all, that's the whole point of going online isn't it? Well yes and no.

Little do people realize that while there is a lot of potential to reach people online, it also means that their competitors will be after it too; in other words, no free lunch. A huge audience means huge competition which essentially brings us back to square one.

So, just how do you cement your online presence? By going local first, of course. By dominating your own backyard first, you stand to become a reputed brand and you can then cash on that reputation by expanding to other locations.

The Big G Loves Local Businesses Too!

Way back in 2014, Google released a little known update known as Pigeon that enhanced the rankings of local businesses in search results. Google did so by integrating its local search with hundreds of deeper search signals that were previously only used for general search.

When implemented, sites such as Yelp and other local business directories/review sites saw a dramatic increase in their online visibility. Google's rationale for doing this is simple. A person who is looking for a solution is going to find a lot more utility in finding a provider locally.

More People are Using Smart phones Now

Think about it, if you are searching for a restaurant while you are on the move, then are you more likely to prefer the best restaurant in the state, or the best option that is closest to you? The rise of wearable technology means solutions are provided to users on the fly depending on their geographical location, in which case websites and web properties that are optimized for local search will shoot ahead of those that aren't.

The bottom line is cementing your lead locally and then expanding to other locations is a smarter strategy than simply targeting the most obvious keyword for your product or service.

If I have piqued your interest, then stay tuned, I will be discussing some of the ways in which you can optimize your website to target local search trends. Have any question?

Feel free to contact me!