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In search engine optimisation you know that the right information will get you your goal. Since your goal is to produce sales from the traffic you get it is very important to use all the resources which are available to you. Local search is one of the newer resources you can optimise for when it comes to SEO. The techniques will differ in some ways to those you have already learned in the past.

For example you have two new words that you need to understand: nearcasting and farcasting. Near casting is when you give the local search information on what is near your business. Far casting is for local intent, but the location is not local. Sounds pretty confusing, but let’s give you an example. Say you live in Bath, but are travelling to London. So you want the best shopping in London. You are looking for local information, but casting your net from a non local area.

The point is, depending on the type of business you have you might need to use both options in order to get the attention of all consumers. Let’s go back to our example for a moment. The consumer doing a search is looking for shops in London, but they are in Bath. Typically a local search is going to want to find information for them based on their local area. They will have to enter in information that they want something from London over Bath.

So when you use page titles with London in it or something like High Street you will get their attention. Furthermore if you have directions from Bath to your store, places nearby, etc. you are giving the person more information relevant to their location. It will help the consumer choose your store. It will also give the local search engine more to go on, thus giving you a better ranking.

For instance say you have a competitor that is located one street away from you. They are using geo- targeting specific to London. They have where their business is, what it is, and what is nearby, but they do not offer information regarding directions for those coming from outside London. They are near casting in other words. But, you have done both. So the local search engine is going to place you above the competition since you have more relevant data to the search being done, thus your search engine optimization is working.