Geocentric search engines or local search engines optimization is the new stratagem for enhanced online sales. Companies are uncovering the massive potential that lies with local search optimization. Geocentric (local) search optimization method is based upon novel approaches that use location information and weighting functions in order to filter and sort searches of hotels, destinations, and other properties or other points of interest.
The following strategies can be employed to locally optimize the website
1. Focus on local domain extensions and server location.
2. Specific content for local search optimization: True localization can only be achieved through targeted content.
The strategies employed by prominent search engines for localization are as follows:
Google: It’s local search engine service is centered at http://maps.google.com. As and when a location is keyed, the map corresponding to it will open. Business should be listed in Google’s Local Business Center and set-up an AdWords account for marketing through google.
The destination for Yahoo is http://local.yahoo.com/. Yahoo search strategies are quite similar with the Google. However, the systems at Yahoo are more content centric and that way more user driven. Free or paid account with Yahoo’s Listing Center is required to market through Yahoo. Yahoo even offers the option of local sponsored search-pay per click option.
Its localized search service is still in the beta version. However, the basic techniques would be more or less same as that of Yahoo and Google.
Localized search is still in its infancy as a potent marketing tool and has the potential to become one of the most useful services that search engines can provide to us, by giving us helpful information about our surroundings that we can make meaningful use of offline. That’s why it makes good business sense to take the first mover advantage and optimize website in accordance to the strategies of major search engines. But on close observation local search can be frustrating as it may not work for all for example what seems to work for a topic area like restaurants may not work well for searches for car dealers or lawyers.