Using A Domain Name To Help With Getting More Local Traffic

Using Domain Names to Enhance Local Search

As of this writing domain names tied to geographic locations still seem to be available, for the most part. Many are “premium” domains, if purchased through GoDaddy.com, the world’s largest domain name registrar.

Getting a domain name that can help your local search results is dependent upon two things:

1. Your product or service and

2. Where you live

Every product and/or service is a different market, some are more saturated than others. If you were in the insurance business or an attorney, you would know that your industry is extremely competitive and may be at a high saturation level in your geographical area.

As a rule, the larger the city, the less chance you have at getting a domain name for local search.

Before we go any further, let’s talk about a local search domain. I am referring to a domain that is designed to exploit local search as much as possible. Let’s say you own a pizza place in Denver, Co., this is a highly competitive industry and market, and Denver is a very large city. The ideal domain name we would want to buy, and probably can’t get, is pizzadenver[dot]com or denverpizza[dot]com. A domain name for local search would include two items, 1. your product or service and 2. your location (or where you want to pull business from)

Smaller cities have not been gobbled up yet. I was able to buy redlandswebdesign.com about a month ago at the regular price, not premium price. Redlands is a small town east of Los Angeles. I was also able to buy socalwebsitedesigns.com a couple of years 11ago. With “socalwebsitedesigns.com” you can see another strategy, a nickname for the area you live in, this will work the same as the formal name of the city.

The first step to take is to check keyword popularity in either Google or Wordtracker free tool, and confirm that your product/service combined with the name of where you live are getting sufficient traffic. I wouldn’t consider buying any domain for traffic less than 1000 queries per month or so, it is up to you and your own discretion.

Check variations of your product name also in the keyword tools. “pizza place” may be useful in lieu of “pizza”. “auto repair” or “auto service” are two variations that can be attached to a city name.

If you find the domain you are looking for and it is a premium domain, in GoDaddy.com, the price can be negotiated. The harder you negotiate, the better price you will get the domain for. As a rule, they will reduce the asking price by about 30%, so don’t let the listed price throw you. It very well may be a good investment.

After you purchase the domain, to get full impact, your homepage must match the domain name. The closer it matches the better. If it is www.denverpizza.com, there must be references to “pizza” and “Denver” throughout the homepage, or landing page. Don’t put in an abnormal amount of references or keywords, keep it natural, doing otherwise is called keyword stuffing and it doesn’t work.

The main page the domain points to doesn’t have to be the homepage, it can be an interior page or landing page. This strategy is used for multiple domain names, names of a specific product tied to names of small areas, cities or towns. This is a viable strategy. These pages must match the domain name as well, to maximize effectiveness.

A major part of the Google algorithm is relevance. They measure it in many ways, one of the ways is via the relationship between keywords in the domain with the keywords in the landing page. Not only are the specific keywords checked, but also related keywords, as per their search data. Meaning, not necessarily keywords you think are related, they use their data. Without being privvy to their actual data set, it would be reasonable to assume that their data would be very close to the data shown by their free keyword tool, so I use that to find related keywords. I adjust prominence in relationship to popularity.

There are many free things you can do to help with your local search results, which I will address in future articles.

About Martin Walker Company CEO Martin Walker has been in the advertising, marketing and public relations industry for over 20 years. His first ad agency was formed in 1984 as Walker Advertising and served the greater Riverside, Inland Empire market. After spending time and training in direct sales Martin began MK Walker, LLC based in Redlands, Ca. MK Walker began as a traditional ad agency but began morphing into a web-based Internet publicity firm. In 1999 MK Walker, LLC was dissolved and Walker SEO was born. Walker SEOis a hybrid company that integrates online public relations distribution techniques, White Hat search engine optimization and SEO friendly website designed to serve one purpose for it\’s clients: Internet Publicity Martin is also a former stand-up comic, amateur mma fighter and musician is married and lives in Redlands with his wife and business partner Kim.

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