Employing Regional Demographics in Industrial Search Engine Marketing
We’ve previously discussed quick and dirty search engine marketing strategies using Google Maps, Yahoo Local Search, MSN Live Search Maps and more. Increasing numbers of web users are turning to Google Maps and similar sources to find local resources and services. Just today, I found a massage therapist a couple of miles from my house using Google Maps, and saved myself a ten-mile drive!
Whether free or for a cost, including your site’s geographical information in one or more of the ‘Big Three’ is a great way to be found in local and regional searches for your product or industry. However, a little attention to detail with regards to your website can potentially boost your search engine placement even more!
When writing region-specific content for your site, put yourself in the mind of your potential customer. Where does this person live? What terms might they use to search for you, and might that term change from one geographical region to another? Is your product available widely, or is it unique to a geographic area? Take this into account when writing copy for your site. Make certain to ‘name-drop’ the customer’s location throughout the copy of the site, in the landing pages, in the meta tags and in the header and/or footer if possible.
A good example is the inclusion of region-specific information on the contact page, using keywords relating to your industry:
”ABC Machining & Drill Presses
33 Steel Terrace
Los Angeles, CA 90034
Serving the machining and drill press needs of California, Nevada and Arizona and since 1969″
To support this strategy, signing up for Google AdWords will allow you to create a marketing campaign targeted specifically to your local area. This will allow your ad to appear when people in your geographic area search for your product or service using the Google search engine.
Whether writing the content for your website yourself, or employing the services of a copywriter who is familiar with writing for the industrial marketplace, the strategic inclusion of regional and local information throughout your site content is a smart move.