Google emphasizes local in search engine results
Increasingly, Google is prioritizing local businesses in search results, and this will impact Toronto small business. Given that:
- your Internet Protocol address (IP address) is tied to your postal code or zip code
- 80% of buyers research on-line prior to making their purchase decision and
- most people buy with 17 miles of their home/location
Google is guessing that when you search for something, you want something nearby, and will present search results based on that premise.
The net result is that small business websites highly optimized for a search term may find themselves pushed off Google page one by a long list of local business listings.
Here are some strategies to offset you potential loss of ranking in Google:
- Get a Google Places listing for every office and shop you have.
- Re-test your keywords. Find out which of your prioritized target keywords Google deems deserve local.
- Expand your link-building efforts with quality links to ensure you rank for those keyword phrases that are important to you.
- Review the naming conventions for your site graphics – make sure your pictures are named using keywords so that your images show up in Google image search.
- If you blog, make sure your posts are optimized the same way your website is – keywords in titles, content, tags and categories
- Research longer keyword phrases that have lower traffic levels and fewer competing sites so that you rank higher for a more specific product/service (example: if you’re a clothier, focus on “custom white dress shirts” rather than “white shirts” or “dress shirts”)
- Consider Pay-Per-Click (Google Adwords)
