Local vs National Search

An increasingly important function of SEM is the local versus national search opportunities available for businesses that service geo specific areas. Local search is now integrated into PPC management systems so that businesses have the option to display their ads by zip code, state, region, country, internationally, and even be multilingual. In regards to SEO, integrating your geo keywords is critical if location matters. In most cases, it will be easier and more affordable to target your customers on a local basis.

Additionally, the major search engines provide opportunities to integrate your business location into their mapping tools. In the example below, you will see that the top section of the SERP is dominated by the map with 10 results that include name, website, and phone number. To ensure placement and the display or your correct information, you will need to login to each of the search engines and provide that data directly.