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What is Local Search?
As a branch of SEO, Local Search is a process, or series of processes, designed to optimise a website within a specific geographical locality.
The primary benefit of Local Search is that it increases your website’s visibility when people look for businesses and services within their area. This helps to narrow your site’s focus, whilst helping to ensure that it is seen by consumers who are more likely to be interested in what you have to offer.
Optimising a site for Local Search involves many of the same techniques as conventional SEO. Primarily you need to anchor your website to a certain location, how specific this is can be determined by you. It can be achieved through alterations to the content, signing up to local business directories and implementing geotagging (a process that includes adding global coordinates within your website’s Meta).
Just as with SEO, the results can vary and won’t necessarily happen immediately. However, with a stronger local presence you will be better able to tap into a market that is stripped of global competitors and reach out to your surrounding community directly.
Local Search is very much about increasing your site’s focus without damaging your wider optimisation programmes. It is the perfect complement to SEO and other online marketing procedures. Because it won’t interfere with the readability of your content, it is largely invisible too. Therefore if you’re looking to get noticed wherever you are, Local Search can provide the ideal solution.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.