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Local Search Optimization

Search Engine Optimization

Optimizing a website and online presence for local search can yield dramatic business results. For a business that focuses on a local area or region, it is critical to be found by searchers looking for local providers. These potential customers are using local search engines, internet yellow pages (IYPs) and web maps tools to look for products and services near them.

Even if your business is national or international in scope, local business is still important. And as of early 2009, Google has been putting local listings in their search results, based on a geography term in the search or just the IP address of the searcher, making this local aspect of SEO even more imperative.

Research: Local Search is Hot!

Recent research studies say that use of local search is very prevalent. Various studies say that web searches with a local/geographic component make up 25% to 40% of all searches. This includes:

  • The local or map versions of major search engines, such as Google Maps, Yahoo Local, Bing Maps, etc.
  • The main search box of search engines, where users combine search terms on "what" they want with "where" they want it. Example: a search for "philadelphia attorneys".
  • Internet Yellow Pages (IYPs) - the searchable online versions of the traditional print directories such as,,
  • Local-specific search engines such as,
  • Online review websites such as CitySearch, MerchantCircle, Yelp, Judy's Book, Insider Pages, etc. Note: local search engines also show online reviews.
  • Universal search results - currently Google mixes local business listings, images, videos, shopping results, etc. into the main search results.

A Kelsey Group survey showed that 70% of Americans check the web before making local buying decisions. The following bar chart shows how people are finding local businesses:

Local Search uses

Local Search Engine Optimization - Getting Found for Local Searches

Very simply, a business needs to be found when someone searches for products and services provided by that business in the area served.

Blue Horseradish uses a variety of techniques to improve the chances of getting found for local searches. This includes:

  • Directly create robust listings on local search engines
  • Create listings on business directories and Internet Yellow Pages (IYPs) where users search and some listings are gathered and confirmed
  • Update the company website to highlight the location of the business and region served
  • Monitor the company's reputation on the web, particularly for online reviews
  • Monitor and update the company's online presence based on new trends, resources and technologies

Local Search Engine Optimization (Local SEO) Case Study

In 2009, Blue Horseradish worked with Thomas Career Consulting (TCC). A major portion of Thomas Career Consulting's business is résumé writing services. TCC can provide these services anywhere, but finding local customers was a critical success factor.

Local search optimization results

Blue Horseradish developed a customized strategy for TCC to optimize the website itself and create local search listings. Within days of completing the local listings, TCC was receiving phone inquiries for résumé writing services from prospects using local search. In particular, TCC was highly ranked in Google's results within their Local Business results (see screen capture of search results), providing four qualified inquiries in the first four days. TCC's payback time for their local search optimization investment was less than one week!

"As a small business owner who launched her business a few months ago, the last thing I wanted to do was part from my new, hard-earned money. As I look back on this decision about putting my money on Blue Horseradish and putting Larry Chrzan in the driver seat, I can unequivocally tell you, that it was the absolute best business decision I have made this year. Larry has absolute “expert power” in the area of search engine optimization. With supreme confidence, Larry assessed my business and set out to make sure the world knew who I was. Within 24 hours of his “lock and load” battle plan, my phone began to ring with new job prospects. In fact, I still have not spent one dollar on advertising my company. And, the phone continues to ring and email requests are also coming in from all over the country. Larry Chrzan has made all the difference in the world for my business and I am incredibly grateful for his work." - Mindy Thomas, MS, CPRW,

Contact Blue Horseradish for Local SEO services

Blue Horseradish is looking for good companies to work with on local search engine optimization... companies that want to get more out of their website with local search engine optimization and local online marketing. Interested? Contact Blue Horseradish now to start getting results.

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