Most businesses don’t realize this, but you need to have a strategy when it comes to Local Search. Especially when you are in the lodging industry. Most searches for lodging are completed with local intent. The searcher is looking for accommodations in a specific geographic region. You want to be certain that these search queries result in a consumer finding your property.
Local Search can be defined as any search that is performed to find information about services or products in a specific geographic location. There are two different facets of Local Search, nearcasting and farcasting. Nearcasting is when a searcher is looking for something within his local area and farcasting is when a search is performed for a place one will be in the future.
How do you ensure that you don’t miss this important aspect of your online marketing? Local Search is constantly evolving and to succeed you need to understand the nature of the game and follow certain techniques. First, you need to know how Local Search is performed, how each search engine differs and how the algorithms are unique.
In order to be competitive in the Local Search game, you’ll need to understand the following strategies:
- Website Optimization for the local terms
- Make sure that your website is found on local directories
- Have a presence on local platforms like business directories and online phone books
- Purchase local paid advertising
- Standardize information about your property
- Understand how to be found when someone performs a mobile search
- Learn how to measure your Local Search efforts
Learning about local search and how to actively pursue it for your lodging business can put you ahead of the competition. In order to be found in all of the places and in all of the ways in which people are searching for your property, you must actively manage your local presence on the internet.
Blizzard Internet Marketing is offering their whitepaper, ” Local Search Engine Marketing: Profitable Tactics for the Lodging Industry” for free to our newsletter subscribers. In this whitepaper, Mary Bowling puts forth the strategy you need for Local Search. For your free copy, visit our website and fill out the Whitepaper Request Form.
Jacqueline Binion – Blizzard Internet Marketing, Inc.