Jeff Woelker : Chicago SEO, SEM, and Online Marketing Consultant

With the increasing emphasis on geo-aware applications and the rise in local search, it seems like local business optimization will be a hot market for 2008 and 2009. Here’s 9 quick tips that any local business can use to get a leg up on their neighbors.

1. Put your address on your website - It seems like an obvious thing, but many businesses either assume customers will know where they are (I mean, they have a huge sign out front) or that search engines will be able to read the image on their website that says “123 Main Street”. The fact is, search engines are not that smart…yet. So make it easy for them and put it in straight forward, obvious text. Users and search engines alike will appreciate it.
2. Microformats - If you want to get really sophisticated, you could put your address on your website using an hCard. An hCard indicates to search engines and other spiders as to the exact format of your address. Instead of “123 Main Street, Chicago, IL” you tell the search engine the exact syntax as to what is the street address, the city, the state and any other information you want to provide. You can create your own at the hCard creator.
3. Google and Yahoo business submissions - Even though you’ve now put your address on your website, with or without an hCard, you should also submit it to Google and Yahoo’s local business listings. Although they will most likely find your business eventually, they may list it incorrectly or not as optimally as you want. So be proactive and structure the listing as you’d like.
   
4. Yelp it up - Yelp is a fantastic local business listing website with a truly passionate following. One of my friends recent away messages said “Yelp is the best website ever”. I know there are certainly days I feel like that. Along with business listings, you can, again, reach out to the community and promote your business listing as well as your products and services. I recently posted on Yelp, “I need a sexy restaurant to go on Friday night.” Now what if you’re the owner or manager of a restaurant in Chicago. Don’t you want to jump in on that conversation and say “Hey, come on by tonight and we’ll give you a free appetizer or something?” You’d be hitting me along with anyone else who reads that conversation, right at the point of interest and most likely purchase.
5. Optimize your website for a few keywords - Although this is becoming more difficult as local markets get competitive for limited search terms, it’s still worth the effort and will benefit your local website listing. Here’s a great list of free keyword research tools.
6. Find local bloggers - It’s always good to get to know your neighbors and beyond a basic Google search, there are now geotargeted blog listings, where you can discover local bloggers and reach out to them to promote your business. There are some niche market blog listings like NYC Bloggers and Chicago Bloggers, but there is also a global listing called Globe of Blogs for a little more exploration.
   Update: And now Best of the Web has a local component.
7. Keep an eye on your competitors - There’s a great website called EveryBlock (previously ChicagoCrime.org), which details local happenings. A quick look lets you see who’s applying for liquor licenses or who passed their last restaurant inspection. It also shows a listing of local crimes, which is obviously beneficial to know prior to moving into an area.
8. Get involved - Beyond business listings, you should also allow people to interact with your business through other avenues, specifically social media. If you’re an art studio, set up a Flickr page with your latest exhibits. If you’re a restaurant, set up a Twitter account with your latest restaurant specials and make it timely so people have a sense of urgency. “For the next 30 minutes, appetizers are free with the purchase of an entree” or whatever. Or get people to sign up for a newsletter just to stay on top of what you’re doing. I subscribe to a local organic grocery store’s newsletter for many reasons, one of which is that I really like the owner as well as their emphasis on community involvement. Just make sure to follow the social graces of each online community before jumping in too deep.
9. Keep in touch - Once you establish these relationships, make sure to follow up and say Thanks! If a blogger features you on their website, say thanks and offer them something in return. If someone comments on your Flickr photo, let them know it’s appreciated. These relationships once established, don’t last very long if they are not nurtured or appreciated.

Anything I’m missing or glossed over, let me know if the comments. The photo above is of one of my favorite sushi places in Chicago.