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The hallowed ground of modern business isn’t a financial district nor it it any kind of physical location, instead it is the first page on Google’s results set, and any anybody lucky enough to reach this golden real estate is bound to reap the rewards in terms of site visits and therefore sales. But how “lucky” do you actually have to be to reach that hallowed ground when it comes to Google SEO?

Well in fact there is a way to achieve first page exposure that is viable for all sorts of businesses, regardless of their size or how much they can afford to allocate to website optimization, i.e. to engage in geotargeting, or the targeting of a geographical location, rather than just certain keywords.

The advantages in doing this are twofold, and on the one hand, the more specific a keyword, for example a long tail keyword that incorporates a geographical location, the fewer the competition for said keyword, and the more likely you are to reach the top of a results set. However, there is also a more direct advantage in “geotargeting” and users that inlcude geographical information in their query are much more likely to make a transaction once they reach an appropriate webpage. Therefore not only will your site be higher up in Google’s page rank, but it will also attract more visitors that are likely to be converted into customers.

At www.seoconsult.co.uk we see geotargeting as an important part of our website optimisation and general SEO strategy and, by, for example, ensuring that your page carries important geographical information is submitted to Google Local Business listings, we can ensure that your site has every chance it can get to achieve “first page exposure.”

Search engine optimization is all about keeping ahead of the curve and altering tactics as changes in the sphere of search make their impact felt. There is no point in sticking with methods that are becoming entirely obsolete or simply a bit less useful than they once were. Keywords are a central part of SEO and they are worthy of scrutiny because the way users are searching today is altering the type of tactics which tend to be successful. What is successful in terms of delivering increased traffic varies from site to site, but some general comments need to be made.

Users are often trying to be more precise in their searches than they were a couple of years ago. Basically they are entering longer phrases into the search engines to get results which fit their wants more closely. At seoconsult.co.uk we are well aware of this trend. The question is what typical adjustments can be made to sites to help them thrive in this context? While the answer will be site-dependent, three possible approaches are outlined below.

Get those inner pages right

The linking on the internal pages of a site is crucial when it comes to optimization for those long tail searches. Adjusting the title to make a difference in this regard can also be an astute move. It is vital that there is sufficient content on these pages to satisfy the web crawlers of the major search engines. The odd image may be appropriate to show users the quality of goods and/or services, but content can really count. If the site is basically ecommerce this still applies and do not forget to avoid issues of duplicate content in any descriptions of products. The best way of ticking all the right boxes is to use high quality SEO tools to work out where you are currently, then a reputable search engine optimisation company to help you achieve your aims.

Use a blog

Although a blog can absorb a lot of effort, utilising a blog is a great way of meeting the challenge that long tail searches typically cause. Content planning is necessary and the blog will have to be updated regularly and frequently for it to be effective. Considering the keywords can help keep the content relevant to users, but it is pivotal to avoid the problem of keyword stuffing. As blogging can become a chore due to the necessity of sustaining commitment, it is advisable for an online firm to use skilled copywriters. That way, writer’s block never becomes an issue. People will share and link to high quality copy, ensuring a boost to your link building efforts.

Form a forum

Forums on sites are great for establishing a community spirit, but if frequently asked search questions are regularly addressed they can score highly in relation to long tail searches too. It does depend on the nature of the site whether or not this kind of solution can do the business, but in some circumstances it is a very effective way of hitting the target. The decisive factor is often whether the searches that lead to a site typically involve questions. If a site is a focus of technical expertise, the forum idea is almost certainly well worth a go.