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Localizing SEO for More Qualified Traffic Conversions

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Local SEO is much simpler than general SEO. Here’s why. Take for example our company, Bulls Eye Marketing. We describe ourselves as a New Jersey advertising firm rather than just simply an advertising company. This is because it is much simpler to win local keywords rather than generalized keywords for which there is much more competition.  There are alot more internet marketing firms in the entire world than there are here in New Jersey.

If you own a mom and pop pizza shop, there is no way in hell that you are going to win the keyword “pizza”. The huge corporate chains will always have monopolies on those words. So, your goal must be to win the keywords that are specific to your locale. After all, if you’re located in Central Jersey, then someone in Northern California will not care about your pizza shop. You should try to win over the keywords that specify your locality so you can bring in new business from around your area. But the challenge here is to define your parameters.

In order to define your geographic parameters, you should identify where you are already getting business from. Let’s say that everyone in your town already comes to your pizza shop for all their pizza needs. But if you go one level broader, let’s say your township, you can still do much better. So you should then run your SEO campaign for your township. You should simply run your online marketing campaign for the market that you are not winning. In our case, we try to win the keywords with the localities of New Jersey and Central Jersey.

Of course this means that you will receive much less web site traffic than if you were to win the keyword “pizza”, since “pizza” will be utilized by everyone in the entire country, or maybe even the world; but the rest of the country is not your concern when it comes to selling pizza. You’re trying to win over you own geographic location. So your overall web site traffic might be less, but the precision of targeting your locality will result in better and more qualified traffic conversions.

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