Local search engine optimization

Good user ratings are a key factor for ranking high in a number of the local search engines, particularly Google Maps, which has compiled ratings from many directory sources to get a universal rating for a business. So having high average ratings in Judy's Book, CitySearch, Superpages, Yellowpages.com and others will help you rank higher in the map search results.

Google has added its own user ratings to the mix as well. By encouraging happy clients to rate you, you might be able to drive up the positive reviews, thus improving your rankings.

As part of good reputation management, you should monitor your online ratings in the various sites, and try to respond to complaints/issues as quickly as possible.

Stephan Spencer is founder/president of natural search marketing agency Netconcepts and co-author of The Art of SEO, due out this summer. Chris Smith, formerly of Netconcepts, covers the local search beat for Search Engine Land.

WHAT ELSE CAN YOU DO TO IMPROVE LOCAL SEARCH?

HERE ARE A FEW MORE QUICK TIPS:

DEVELOP inbound links that point to your Website. Inbound links are still a large factor for ranking well — both in Web search and in local search. But remember, quality over quantity. Low quality links, such as from “link exchanges” or any sketchy reciprocal linking schemes, could actually lower your rankings.

ISSUE periodic press releases, with links pointing back to your company's Website. Many businesses that issue press releases completely neglect to include hyperlinks, and miss out on the inbound linking opportunity.

REACH OUT to bloggers who write about stuff going on in your local area. Give them free products or services to review; they just might write cool reviews of your business, linking back to you. Bear in mind, however, that the review you get (if you get one) might not be positive.

CONSIDER starting up your own blog on your company Website, since this can not only set up a community dialog with your clients, but also increase the chances that other sites will quote you and link to you. The best business blogs put a human face on a company, and the entries are more effective when written in a more informal, personal manner. Use of BlogMaps could be a great way to indicate that your blog is for a specific, local region, and to encourage other blogs in your area to be associated with you.— SS/CS