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Using Location to Your Small Business Advantage

by Rick Hendershot, Linknet Marketing Resource Library

Location, location location

Often when you start an online venture, or when you decide to take your already existing small business online, you will find yourself up against much larger competitors who have a significant head start on you. In many cases these larger competitors will have been online for several years, and will have established a solid online presence. They will have a serious search engine advantage over you and you will find it difficult to get good positioning in the search engines.

One way to differentiate yourself from your Search Engine-dominating competition is to stake out a specific geographic niche. In the case of one of our own web sites, we were able to nail down the #1 and #2 spots in Google for both "popup displays Canada" and "vinyl banners Canada". In fact this happened without even trying. Just by creating a separate online Canadian price list, our website was identified (correctly!) as serving the Canadian market.

It is not difficult to see how you can extend this principle in a number of ways. The most obvious thing to do is optimize your page description tags, title tags, headlines and opening text for all the geographic designators you can think of that could differentiate your service from your competitors.

Notice that you don't actually have to be in the place you are optimizing for (Canada, or Los Angeles, or New Orleans, or Vancouver, or wherever) to do this. You just have to build your pages suggesting an attachment to specific locations. For instance, if you knew there was a concentration of "hydraulic grommet installers" in the Denver area, you could build references to "Denver" in a couple of your most important pages. You would immediately become the "Denver grommet installer" guy as far as the Search Engines are concerned. In fact I have actually done this quite successfully for one of our products (which will remain nameless).

Another of my associates has done something similar to this for his wedding photography business. One of the first things he did when building his website was to build in references to all the local towns and cities around his studio in south-central Ontario — Guelph, Kitchener, Waterloo, Cambridge, Mississauga, Brampton, Toronto. After a few months he started scoring in the top 10 in Google for virtually all of these towns. And since he was starting to get calls from as far away as New York (roughly 300 miles), he decided to build "New York-optimized" pages as well. Sure enough, he started getting significant traffic from New York as well.

So it does not take a lot of imagination to see how you could actually create search engine traffic for specific cities, states, or countries simply based on the way you optimize your pages. In fact there is nothing to prevent you from creating entire sites devoted to specific geographic locations. For instance, my photographer friend might create a site called weddings-in-atlanta.com -- assuming he had a way of servicing the Atlanta market -- and then optimized it to score well in Atlanta wedding photography searches.

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Small Business
Business Services
B2B
Business Resources
Services for Business