Up until now, local search marketing was one of the components of conventional SEM. But with the advent of smartphones and location-based apps, the flood gates have been opened there is now no limit to the potential. The bottomline here is that location based SEM is the future, so there’s not much point in trying Gather Australia to ignore it.
Just like organic SEO and traditional SEM, there are many typical things that can be done to improve the response rates and ROI. Keyword research is obviously just as important. In addition to the usual keyword tools, a little bit of knowledge about the layout and whats important to the locals in the targeted area can be very helpful in putting together the list of targeted keywords.
Another thing that can hugely improve the metrics is to host a destination specific TLD (top level domain) locally. For example, someone targeting customers in the UK would be better off with a web host that is based in the UK, and by getting a . Co.uk domain. Local hosting speeds up page loading time, and the co.uk domain automatically brings more traffic from searches by UK based consumers.
One more thing that can bring in consumers from an even more specific locality is if the website has the company address on the home page and the contact page. This triggers the search near me feature in search engines. It works even better if the address is published site wide.
The ad spend on keyword bids, similar to normal SEM, is focused on the big three engines, and also on those devoted to the location (if any). But there is one more major difference in ad buys in this case, any purchase of permanent links on trusted domains is helpful only if the portal is dedicated to the destination. This needs a certain amount of research, in order to come up with a list of big sites which cater to this destination and are willing to sell permanent links.
Tackling the mobile consumer is a whole new subject, but here’s an overview. Smartphone users today are being targeted not only based on their present location, but also on activity patterns and movements. For example, some consumers do mobile searches to find businesses in the vicinity. But it also works in reverse if this consumer has searched or bought a plane ticket to London and is now on the way, ads are served to the consumer offering all kinds of travel services in London.
All these innovations are just the tip of the iceberg, and there’s a lot more about to be unleashed. There’s still time for companies who are already doing SEM to get started with local search marketing and find their bearings by learning on the go. But the window is closing fast, and pretty soon there’ll be day when there is no SEM and it will all be location based.
To make your web pages more efficient, the techniques of search engine optimization should be implemented. An SEO professional will help to create websites that are traffic magnets.