SEO – Should You Include Your Location In Your Keyword Strategy?
SEO is absolutely one of the most important parts of making your business profitable when you rely on an online presence. SEO is about making sure that when people search for what you offer or do, your website and content come out high enough in their search results that they’ll give you a visit.
Getting the Right Traffic
The best SEO is not only effective at making sure relevant searches pick you up, but also that irrelevant ones don’t – this means that if your business can only serve people who can physically visit you (for example if you’re a hair salon, a dentist, or a lawnmower hire company), there is no benefit to you fighting to become a top search result for people in different countries to you! Whether you hire a company like this great Sioux Falls SEO firm, or try and work out your own strategy, you need to consider the importance of location.
Businesses on the web come in all different varieties, and this can make it more difficult to assess whether your business should focus locally or try and appeal to as wide an audience as possible. While in the examples above it is obvious that those businesses should target their SEO at people in their own city or state, for others it may be less clear cut.
When Local Keywords Are Essential
For some companies, almost all SEO done with keywords should include a location, whether it is a city or region, a number of cities in a region all targeted in different keyword phrases in their strategy, or just the country they operate in. If you can only deal with people who you can meet face to face, if you sell or hire things that are large and can’t be delivered to just anywhere cost effectively, or if your services are only valid in certain places (for example legal services that relate to one country or state), then this should be a no brainer.
When Local Keywords Are a Nice Addition
However, for other companies who don’t actually have to have a local focus, and can sell or provide services to people all over the world (for example people who provide services remotely, or selling digital products), adding local keywords to your strategy as well as general ones can be a good idea – some people prefer to deal with local businesses, and also, the search results when people search locally should offer less competition.
When Local Keywords Won’t Help You
For some businesses, the fact that on the web, they can deal with customers anywhere, is a key part of their business model. In this case, you may find that your target audience is far away, and you have no interest in doing business with customers in your own town (for instance if you are an offshore resource). In this case, it is unlikely any of your prospective customers will be searching for your specific location for these services, so it is best to use only general keywords. Using local keywords for the places you’d like to serve can also work, but exercise caution as it can be annoying to find that the Chicago based design company you searched for is actually in the Ukraine, and clients may not trust you after that!
Make your keyword strategy thinking carefully about the importance (or lack thereof) of local searches!
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