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Localizing Your Las Vegas Website

Localizing Your Las Vegas Website

Las Vegas is a unique business environment because it deals with two very distinct groups as customers – tourists and locals.

One of the necessities with regard to success in any business climate is the accurate identification of who your customer is, and where they are finding your information. Las Vegas businesses generally can identify their customer pool as “tourist-based” or “locals-based” pretty easily, usually by the proximity of the physical business to Las Vegas Blvd. and the tourist area.

Businesses who identify themselves as catering to the local population should not think of their online marketing efforts any differently than their traditional campaigns, and just as you do not need to advertise with billboards in California for a dental office with a single location in Henderson, you do not need to necessarily cater to a global audience on the Internet.  This method of advertising is referred to as “local search,” and is of crucial importance to understand when crafting your internet marketing strategy.

“Just because you can, does not mean you should.”

The Internet is a communication tool that makes accessing information from the other side of the globe as easy as if it were in the next room of your home, and the lure of the “global audience” is very tempting for businesses.  Essentially, the information you distribute online is accessible everywhere on the planet, but you must understand that the ability to communicate in such a large pool makes it far more difficult for your voice to be heard in the crowd.

Search engines have gone to great lengths to provide “localized” results so as to return more accurate results when someone is searching for businesses in their area, and you as the local business owner should utilize their methods to your advantage to become the “big fish in a small pond” as opposed to “just another fish in the ocean.”

When searching for some product or service that is within a certain geographic area (usually due to the person not wanting to drive beyond their local city), the overwhelming majority of search engine users will modify their search by placing the city or state name in front of or behind the keyword or key-phrase they are interested in.  For example, someone looking for a dentist in Las Vegas would generally type in Las Vegas dentist as opposed to the single term “dentist.”  Searchers have been conditioned quite well to use this method after receiving limitless amounts of Web sites outside of their local range if they do not use the city as part of the search.  The searcher understands how to use the engine to get local results, and you as a business owner must understand how to present yourself in local results of this type.

Search engine optimization is creating a situation on your Web site that search engines find favorable with regard to certain words or phrases.  Essentially, you are optimizing your site to be found for a targeted list of terms that identify your business or products.  The single most important aspect of this to realize is that the phrase “dental office” is not the same as the phrase “Las Vegas dental office” and therefore will not provide the same results when searched for.

Many times the results will show a far different result in your placement in the list, and the site that comes in at #1 for the search term “dentist” may not even show in the first 50 pages for “Las Vegas dentist.”  This is why it is crucial to identify who you are as a business and understand the way you are referred to by your customer pool before you begin your online marketing efforts.  Your voice has to be far louder when you are trying to speak to the entire planet than if you are trying to speak to your neighbors.

Additional elements beyond the optimization of your Web site itself are your local directories, blogs and Web sites.  There are countless spaces online for you to list your business, and people use these spaces to find out information about you.  Studies show that upward of 70 percent of  people making a purchase decision are influenced in some way by something they read or heard online.

Lastly, you have probably noticed the click-able links that have been written into this article.  These are provided as examples of localized search engine optimization methods that do not involve the code of your website itself.  Using external placements on the internet to inject links back to websites is one of the single largest elements that assist your rankings on search engines, and they should be localized as well.  Essentially, the text that makes up the link is being read by Google as having something to do with the site it is representing, and therefor assisting Google in making an informed decision on where to place that site in searches for those phrases.  By localizing these links as well, you create a far more powerful presentation for both the “Las Vegas” portion of the search and the keyword.  The combination of these elements assists Google in ranking you higher when the terms are combined by your potential customers.

Local search engine optimization is more difficult in Las Vegas than in other cities that are not so tourist based because the only tip off to Google that a person is local or not is the IP address of the computer they are using.  Results that are returned are easily overwhelmed by larger businesses that are competing for tourist dollars,  however making your business known in Las Vegas by locals using the internet is not impossible if undertaken keeping these elements in mind.  Simply understanding that you are a Las Vegas business is the key to success.

Las Vegas is a unique business environment because it deals with two very distinct groups as customers – tourists and locals.

One of the necessities with regard to success in any business climate is the accurate identification of who your customer is, and where they are finding your information. Las Vegas businesses generally can identify their customer pool as “tourist-based” or “locals-based” pretty easily, usually by the proximity of the physical business to Las Vegas Blvd. and the tourist area.

Businesses who identify themselves as catering to the local population should not think of their online marketing efforts any differently than their traditional campaigns, and just as you do not need to advertise with billboards in California for a dental office with a single location in Henderson, you do not need to necessarily cater to a global audience on the Internet.  This method of advertising is referred to as “local search,” and is of crucial importance to understand when crafting your internet marketing strategy.

“Just because you can, does not mean you should.”

The Internet is a communication tool that makes accessing information from the other side of the globe as easy as if it were in the next room of your home, and the lure of the “global audience” is very tempting for businesses.  Essentially, the information you distribute online is accessible everywhere on the planet, but you must understand that the ability to communicate in such a large pool makes it far more difficult for your voice to be heard in the crowd.

Search engines have gone to great lengths to provide “localized” results so as to return more accurate results when someone is searching for businesses in their area, and you as the local business owner should utilize their methods to your advantage to become the “big fish in a small pond” as opposed to “just another fish in the ocean.”

When searching for some product or service that is within a certain geographic area (usually due to the person not wanting to drive beyond their local city), the overwhelming majority of search engine users will modify their search by placing the city or state name in front of or behind the keyword or key-phrase they are interested in.  For example, someone looking for a dentist in Las Vegas would generally type in Las Vegas dentist as opposed to the single term “dentist.”  Searchers have been conditioned quite well to use this method after receiving limitless amounts of Web sites outside of their local range if they do not use the city as part of the search.  The searcher understands how to use the engine to get local results, and you as a business owner must understand how to present yourself in local results of this type.

Search engine optimization is creating a situation on your Web site that search engines find favorable with regard to certain words or phrases.  Essentially, you are optimizing your site to be found for a targeted list of terms that identify your business or products.  The single most important aspect of this to realize is that the phrase “dental office” is not the same as the phrase “Las Vegas dental office” and therefore will not provide the same results when searched for.

Many times the results will show a far different result in your placement in the list, and the site that comes in at #1 for the search term “dentist” may not even show in the first 50 pages for “Las Vegas dentist.”  This is why it is crucial to identify who you are as a business and understand the way you are referred to by your customer pool before you begin your online marketing efforts.  Your voice has to be far louder when you are trying to speak to the entire planet than if you are trying to speak to your neighbors.

Additional elements beyond the optimization of your Web site itself are your local directories, blogs and Web sites.  There are countless spaces online for you to list your business, and people use these spaces to find out information about you.  Studies show that upward of 70 percent of  people making a purchase decision are influenced in some way by something they read or heard online.

Lastly, you have probably noticed the click-able links that have been written into this article.  These are provided as examples of localized search engine optimization methods that do not involve the code of your website itself.  Using external placements on the internet to inject links back to websites is one of the single largest elements that assist your rankings on search engines, and they should be localized as well.  Essentially, the text that makes up the link is being read by Google as having something to do with the site it is representing, and therefor assisting Google in making an informed decision on where to place that site in searches for those phrases.  By localizing these links as well, you create a far more powerful presentation for both the “Las Vegas” portion of the search and the keyword.  The combination of these elements assists Google in ranking you higher when the terms are combined by your potential customers.

Local search engine optimization is more difficult in Las Vegas than in other cities that are not so tourist based because the only tip off to Google that a person is local or not is the IP address of the computer they are using.  Results that are returned are easily overwhelmed by larger businesses that are competing for tourist dollars,  however making your business known in Las Vegas by locals using the internet is not impossible if undertaken keeping these elements in mind.  Simply understanding that you are a Las Vegas business is the key to success.