Local SEO Searcher Profile

Most successful small business owners know how to use local seo to generate new business. They understand that these days, most people use the internet to research and locate the products or services they want and need. They also understand that simply having a website isn’t enough; you have to make sure that it is search engine optimized so searchers can actually find it. Because of that the phrases used in your website copy is crucial.

This is because the search engines are going to use the content of your website to make a match to what phrases searchers are using. If you think about it, it’s the reverse of traditional advertising. The advertiser doesn’t send out a message for the customer to absorb. The customer sends out a request on the search engine for the advertisers message. And that’s why they call it interactive marketing; it’s a two way dialogue.

This is what makes Search Engine Optimization so effective. Your not sending your message out to a mass of people who may or may not be interested. Your offering you message to people who are actively looking for your service or product. You are tapping into the demand.

For this reason we need to understand our customer’s search habits. To do local seo we need to put ourselves in the searcher’s shoes, get into the searcher’s head and connect with them on their terms. (Search terms that is)

What Top Positions Mean to a Small Business and Local SEO

The top few websites that show up in the results of a web search have the best chance of being clicked. In fact, studies have shown that the top site for a given search gets 40% of the clicks while a website on the second page gets less than 1%. It’s important that the small business owner understand what phrases potential customers will use when searching for their product or service and then use them in optimization.

Without optimizing our local seo for the right phrases, customers who are ready to buy and are actively searching will not find you. The chances of a searcher finding your website when they are at the end of the buying cycle will be significantly reduced. Missing this explicate online demand can significantly reduce your revenue and growth of you business.

When someone is looking for a product or service, they will probably be looking for specific features. Think about what you know your customers to care about; price, location, qualifications… any other factor that will affect their decision making and the phrases they will use to search for your products or services. You know your customers. Put that knowledge to work for you and it will help you connect with them.

Local Search Engine Optimization Keywords that Fit

Use what you know about the demographics of your target audience. Envision who it is that is looking for your services and why they would be looking for you. You have to really think like someone searching for your service and put yourself in their shoes. If you were looking for a service such as your business, what phrases would you use in your search? Once you found a provider near you, what kind of offers would you be drawn to? Think about your website as if you have never seen it before. Would you know what the business has to offer and what can be done there within a few seconds? A few seconds is all you will have to kepp them from clicking away.

For example, if you were looking for an accounting service, what words would you look up? Not only the words “accounting” and “accountant” but also “bookkeeper” or even “money advisor”. Just because you may consider your company as an accounting firm doesn’t mean that a searcher will consider you the same way. The more possibilities you can tease out the more you will increase your chances of being found by the right searchers. If you don’t take the time to consider all the possibilities, you will lose out on business.

It is important to keep your business’s target customer in mind during every part of the local SEO process. It's interactive and not like traditional advertising. Understanding searcher behavior can help you understand how potential customers will find you. Consider what kind of experience a searcher will have with the services that your business provides. If someone hasn’t used that type of service before, they will probably use vaguer search phrases while experienced people may use more specific search terms. Identify what kind of customer you are targeting. Are your services mostly for people who haven’t used them before or are they more for people who regularly use it?

Local SEO Small Business Examples

As a small business servicing a local customer base the next thing to consider is how searchers will use what we call geo-modifiers. If someone in Philadelphia is looking for a bookkeeper they probably won’t search using the broad keyword “bookkeeper”. If they did, they would be matched with bookkeepers all over the country which wouldn’t do them much good. Instead they would most likely search for “Philadelphia bookkeeper” or “bookkeeper Philadelphia” or some variation. In fact, searches with geographical phrases have a very high conversion rate. A conversion is a new lead..a phone call, contact form or walk in for our purposes. If a searcher is able to find the kind of business they are looking for nearby, they are more likely to actually use your service.

When someone searches with local intent, the websites that turn up in the search results are viable options simply because of their proximity. This means that when they click on your website, there is a high likelihood that they will give you a chance. Make sure that your location(s), or your service area are kept in mind when optimizing your website. Optimize for the keyword (ie the phrase a searcher will use to find your service) along with where they want to find it.

In fact, 20% of all searches have local intent. People want to find companies that are near them to do business with. And with growing use of mobile devices such as smart phone, local intent is even more important. When people are use their phones to search for a local business, they are typically on the go and maybe on their way to the store or business headquarters.


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