This is short and sweet local SEO tip and one that can be completed at almost zero cost. Its ideal for a local small business just getting started with SEO, or even one that has been doing SEO for sometime. Over the past few weeks I've been working with a website that interfaces with a lot wedding vendors, service oriented businesses like florist, photographers, reception halls, DJs. All of these businesses compete locally, and most websites have a number of different pages describing the services offered, as well as, the experience level of the provider. While reviewing hundreds of these websites I've picked up on a common missed SEO opportunity. That is a majority of the website copy does not include localized keywords. Here is an example.



Unoptimized Copy

The Elegant Strings are professional musicians in every way, reliable and well organized, with extensive experience performing at weddings, receptions, and other events.

We take the time to coordinate with your wedding planner, clergy, and event coordinator. We go out of our way to meet your specific musical needs with free unlimited phone consultations and thoughtful advice regarding selection of the perfect music to make your wedding ceremony, commitment ceremony or special event truly memorable.

Use our Free CD Sampler to help you choose just the right music from our extensive repertoire or ask us about arranging your special song for the instrumentation you select.



creating_local_optmized_copy.jpg

Local Optimized Copy

The Elegant Strings are professional musicians in every way, reliable and well organized, with extensive experience performing classic music for Phoenix weddings, receptions, and other events.

We take the time to coordinate with your wedding planner, clergy, and event coordinator and can accommodate any wedding location in the greater Phoenix area. We go out of our way to meet your specific musical needs with free unlimited phone consultations and thoughtful advice regarding selection of the perfect music to make your wedding ceremony, commitment ceremony or special event truly memorable.

Use our Free CD Sampler highlighting some of the classical music performed for a Phoenix wedding reception. We hope it will help you choose just the right music from our extensive repertoire, or ask us about arranging your special song for the instrumentation you select.



Conclusions

Okay, so I may have added Phoenix at least one more time than what seems natural, but it was only to point out the many instances which a regional word could be included in the copy. By adapting local keywords within every page of the Elegant Strings website the net effect is copy with greater relevance to Phoenix, the area the group services and the area which they are trying to attract customers. In the unoptmized text there is no indication as to where the group performs, by adding even a limited quantity of regional phrases to the copy a search engine is able to better pair the type of services provided with the location, all while maintaining the integrity of the message.


January 11, 2010





Jeff is the founder of Catch Search Marketing. Catch offers local businesses free guides to help improve their online marketing knowledge, including a local search marketing training course. Jeff has delivered SEO results for major consumer oriented websites all the way down to local businesses, he has spoken about SEO at Higher Ed Heroes.

Away from the laptop Jeff enjoys anything mountain oriented, and a constant itch for music. .






Comments(7)

Uhuh.... So what happened to the surrounding area, Jeff? I suppose the Strings don't mind a drive up to Glendale or Laveen for a good gig. Just adding Phoenix a couple of times doesn't cut the cake.

Also, optimized copy doesn't have such long paragraphs.

If the Elegant Strings wanted to optimize for other areas then they could adjust the copy to do so with additional regional keywords.

It may be a more proactive strategy to actually create a specific page for all the areas they serve. For example, one page profiling a event they have performed in Glendale.

If they have a website optimized for Phoenix classical music professionals (or something similar), but the copy is not optimized that is an extra step that may help rankings, and deliver more referrals.

And don't forget to optimize your meta data as well, particularly the Title and Description tags. All of this reinforces the local nature of your content and services.

Local terms and regional names are important for my clients, and they are finally realizing that they have to include the terms "Washington DC," "Northern Virginia" and "Maryland' into more than just their tags.

Many of them also don't realize their local business listing in Google and Yelp, for example are theirs to be claimed and personalized with keyword terms.

Great post, thanks.

Optimizing meta tags is a very valuable tip. It even seems to be the case that different meta tags and a slightly different copy are enough to prefent duplicate content.

Good tips Jeff and commenters and don't forget the big-time wake up call any local online marketer should hear about and that's producing and posting local keyword-targeted videos about their business on multiple locations online. thx

I find a lot of real estate agent sites fail to inlcude the state where they service which may also impact search engine results. Leaving the city and state out make it more difficult for visitors to find what they are looking for.

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Search Engine Guide > Jeff Howard > Creating Good Localized Copy, Without Much Hassle