All you need to know about: Geocentric search strategies

The new stratagem for enhanced online sales is geocentric (local) search optimization. With each passing day, companies are uncovering the massive potential that lies with local search optimization. The launch of a local search engine by ask.com on Monday (3^rd December, 2006) and the renewed emphasis being placed by giants like Google and Yahoo on local search brings home its enduring importance. Moreover, according to Borrell associates, there will be an 80% hike in local search advertising in the US by 2010.

So, what are the strategies that can be employed to locally optimize your website? Let’s take a look…

Focus on local domain extensions and server location:

A search engine while processing a location based search query, for e.g. Chinese restaurant London, would give precedence to websites that have

• .co.uk domain extension, as such an extension would imply that the principle focus of the website is UK based audience.
• Their servers in close physical proximity to the searched location. The inference being that a website attempting to capture the local market (in this case London) should have its server in London for maximum relevancy.

Specific content for local search optimization :

True localization can only be achieved through targeted content. The ideal content for local search optimization should cater only to people living in that specific area; additionally it should present local testimonials and contact address.

The proper approach to this affect should be centered on creation of individual pages for each location, rather stuffing off all locations in one page; as that would amount to the use of spamming techniques.

That’s why the best approach to content should be through the use of clean, relevant content in relation to a particular location.

Strategies employed by prominent search engines for localization:

Google: http://maps.google.com, that’s where Google’s local search engine service is centered. As and when you key-in a location, the map corresponding to it will open. There you are offered the option of searching for specific businesses in that area. When you eventually search for any type of products or service, advertisements corresponding to that query are displayed. These Ads necessarily come from Google AdWords.

All you need to do to market through Google is getting your business listed in Google’s Local Business Center and set-up an AdWords account.

o Yahoo: The destination for Yahoo is http://local.yahoo.com/. The strategies in place for yahoo are quite similar with the ones employed for Google. However, the systems at Yahoo are more content centric and that way more user driven. To market through Yahoo, you would have to either open a free or paid account with Yahoo’s Listing Center. Additionally Yahoo offers the option of local sponsored search-pay per click option. 

o MSN: It is a relatively new entrant to the local search optimization arena. Its localized search service is still in the beta version. However, the basic techniques would be more or less same as that of Yahoo and Google. 

Although, localized search is still in its infancy as a potent marketing tool but definitely the way to the future. That’s why it makes good business sense to take the first mover advantage and optimize your website in accordance to the strategies of major search engines.