Three Tips for Weathering the Google Updates with Local Search Marketing

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My Local Leads provides advice for local businesses to be able to work with search engine algorithm changes without losing traction in online lead generation efforts.

Many companies are working hard to increase their online reach, doing everything right, but find themselves being hampered by changes to Google and other search engine algorithms. With Google Penguin and Panda updates—the code name for some of the larger batch algorithm changes over the past two years—the idea was to limit the success of internet marketers using black hat techniques. Derived from the old Western movies where bad guys wore black hats and good guys wore white hats, black hat marketing techniques are systematic attempts to game and fool search engine algorithms. While search engine optimization is a valuable and valid piece of online advertising for local businesses, there is a right way to do it and a wrong way to do it. The problem is that these changes that were designed to limit the poor quality sites that were achieving top results on the search engine results pages, but they started to hinder the online reach of companies that were trying to do everything right and provide valuable or useful information to consumers. These techniques from experience local search marketing firm, My Local Leads, will help companies avoid getting incorrectly de-ranked and increase market reach online.

One thing that can hurt a website is the bounce rate. If a lot of people are hitting the website but staying for only a few seconds, it puts up a red flag to the search engines, indicating the information they were searching for is not on the website or, in other words, that it is a low quality website. To avoid this, it is useful to use targeted search engine optimization, including negative keywords, so that specific audiences are targeted that would be interested in and more likely to click on a link to the page. It also helps to provide useful, interesting, or entertaining information that is going to keep people on a page.

Another part of using the new search algorithms to help the website rank better rather than fall to the bottom of the results is to have valid linking within the site itself. This includes links to a contact page, links from one article to another, giving a people to stay on the site and go from page to page. Rather than getting them in there to look at one specific page and leave, getting people to spend time on the website and explore different pages is a valuable asset in online lead generation today.

Today, enhancing customer engagement with the website is a big part of local search marketing as well. Sponsored links like those attained through PPC marketing and banner advertisements can be helpful. However, have people share the information across the information through posting on social networks, commenting on blog posts, asking questions and leaving reviews online. These third party, unsponsored links can be quite valuable in developing ranking within the eyes of a search engine, helping build the site and thus the company as an authority in the chosen sector.

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Chris Moreno

Cameron Corniuk
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