Google is continuously evolving its technology to improve the user experience. With this objective in mind, it is changing it’s search algorithm to deliver increasingly relevant results to users. What this means is that conventional methods of search engine optimisation are becoming ineffective. New smart methods are needed to obtain the competitive edge.
One big advancement in Google’s technology has been local search. From a user’s point of view, this improves the experience significantly. By selecting the more option above the Google Search Box, we can narrow down to search results most relevant to our local area. From the point of view of a Business, which provides services locally, like a massage parlour in St Kilda or a music shop in Cranbourne, this is a great way to get targeted exposure from quality customers. This can be done through Search Engine Optimisation.
Another offering by Google, which can be utilized by Businesses servicing a local area for instance, Melbourne Metro customers or Geelong Customers is Geotargeting. What this does is to create a pay per click advertisement on Google Adwords and set the locational preference as Geelong only. If I own a footy shop for example, I could create different landing pages for footy lovers in different areas and create separate ads which will only be viewed in regions where those teams have maximum Support. Likewise for cricket, I am sure there are more Harbhajan Singh Fans in India and more Andrew Symonds Fans in Australia J Bats signed by these players will sell more in there location of choice.
The online environment is becoming increasingly competitive, and those companies who use the latest search engine optimisation methods will have a decided advantage in visitors and customers.
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