SEMMs for Local Business

I frequently get asked about how to make local businesses visible in search engines. Many owners make the move online, do no research on online marketing, and then get no results from their endeavors. This article covers the “search engine marketing musts” (SEMMs) for local business owners including detailed descriptions for the least savvy internet user.

As you may already know search engine crawlers use a mix of page content, tags, links and open directory information to assist in ranking a website. Even though the internet is worldwide, there are easy ways to let search engines know about local business like restaurants, home improvement contractors, and medical and professional services.

Start with submitting your business to local directory listings. There are 4 musts in regard to local listings but feel free to submit to as many as you would like:

For Google and Yahoo it may be easiest to do a search for your business within their local listing sections to see if you are already listed. (or search Business name, Town State) If your business is already listed, this does not mean the listing is complete and the option to claim ownership should be chosen rather than creating a new listing from scratch.

• Google: Visit http://www.google.com/local. Google local listings will require verification before showing a new listing. The fastest method of verification is by phone. It is as easy as receiving an automated phone call, and inputting the 5 digit verification code into a text box in your account. There are additional benefits of using Google local listings including placing coupons and other relevant information about your business.
• Yahoo! Search Marketing: Visit http://listings.local.yahoo.com/. There are both free and enhanced listing options but I recommend setting up at least the basic listing option. Once creating an account select create new listing. For the free listing option please use the find out more button under the basic listing option. Next, click the sign up button which will bring you to an information form. Fill out all relevant information including the URL for your website. Most sites take 7-10 days for approval.
• DMOZ.org: Getting admitted to the DMOZ open directory project can be difficult because of the large number of sites in review. The best way to get a listing is to follow the business category down as close to the region in which your business resides. Once in this category choose to suggest URL and input your business information. No confirmation will be sent so check back after 3-4 weeks to see if your listing has been accepted. If your listing is not accepted on the first submission attempt, wait a couple months and re-submit.
• Your local town business directory: .gov links hold a high value with search engines and should not be overlooked. Most towns have local business directories. These listings may take longer than most other directories being accepted.

Other search engine marketing musts may be a little more complicated for less tech savvy business owners. Please view my other articles that describe how to set up a verified sitemap file and prepare meta tags and page content for web crawlers.