Ranking in local search results has become all the rage – and for good reason. But sometimes, I think there is too much focus on local efforts. If you’re trying to rank for Kansas City xxx, sure you should optimize some of your SEO and marketing efforts for that phrase. The problem is that there are probably many others doing the same thing when you rely on the same exact resources that are widely known. Go global. Authority in your niche is authority. Period. Widening your audience has many advantages and will aid you in ranking for the local terms you wish to rank for, as well.
If you are too tightly focused on the Kansas City area, you are losing valuable possible links from thousands of other places. Remember, the search engines already know your location. The question is are you an authority figure for your industry or niche. When you widen your content and your focus to a bigger group of people (outside of Kansas City), you’re increasing the likelihood of gaining a wide range of backlinks. Bloggers and people using social media and forums often link to resources. You’re missing the boat here for millions of link opportunities if you’re limiting yourself to the immediate Kansas City area. That’s bad because links incoming to your site give great weight to how much authority the search engines think you have.
It’s not about who is clicking on those links to find your site. It’s about the authority it creates. If your site or blog is seen as an incredible authority, you can bet that ranking for anything will be easier for you. Consider lateral keywords you can target, too. These come from something related, but not directly competing with you. If you’re selling horse trailers, then anything about horse training, horse supplies, rodeos, truck hitches, etc… could be possible keywords you can use.
Kansas City Searchers get Kansas City Results Anyways
If someone living in the area searches for “smokeless cigarette” and there are sites in the area that sell them (and are indexed), they’ll often show up above the general ones. Like I said, search engines already know your location. Become an authority figure on gas BBQ grills and anyone in Kansas City that searches for them will likely find your site… even if your SEO efforts haven’t been limited to targeting “Kansas City gas BBQ grills”.
Building Your Authority
You already know that backlinks are important. Create content for your site that is related to your industry or niche. If you don’t have a blog, add one to your site. They’re dead easy to update with fresh, new content. You can create videos easily with Windows Movie Maker or online sites like Animoto. People love videos. As you add more content, you’re adding more possibilities to get show in search results and for people to link back to you.
What do you think? Do you think too many people are focusing local SEO and ignoring their overall rankings and authority?