Local Search Engine Optimization (SEO) Is There a Future?


One of Bob Dylan’s most famously quoted lyrics is, “For the times they are a-changin’” Never has that been more prevalent than in the world of internet marketing. Just a few years ago getting number one rankings on Google was relatively easy. We as internet marketing specialists can only look back at those times and think of the good old days of “low hanging fruit”. When Google started in 1998 the company indexed 26 million pages of content, by 2000 that number had reached 1 billion pages of content. As of 2008 there were well over 1 Trillion pages of indexed content on Google! That’s a lot of information to keep track of; more importantly a lot more competition for those marketing online.

With all of these additional pages, Google as well as other search engines, are constantly updating their algorithms to make searches more relevant and targeted to the user. Social search outlets as well as  semantic web software (improvements in the working relationship between computer and man) are some of the new trends with search engines and local search marketing companies alike.


Microsoft recently unveiled the new search engine Bing which works as a “decision search engine”. New features of Bing include video and image preview within the search results, local information that is personalized in the organic rankings (traffic, business listings, maps, reviews etc…) and instant answers. For example, current information will be displayed first in the organic listings for sports scores, finance, airline flight status’, celebrity news, new products/services and many other search terms. Bing, in essence, is making search results based more upon geotracking, recent search history, account/profile settings and currently published articles. Believe it or not Google keeps track a lot of what you search for. Other search engines like Yahoo, as well as industry specific vertical search engines are quickly adopting these new methods of indexing.  Internet marketing just got more complicated!

So what does this revolution in search engine indexing mean for businesses looking to get number one rankings? It means that a website can no longer solely focus on proper keyword text optimization. The term ‘Digital Asset Optimization’ has been thrown around some in the past years as a term to describe the practice of taking all of a company’s digital assets and promoting them through relevant marketing channels in addition to developing appropriate keyword and linking strategies. Digital Assets refers to various types of interactive media (video, image, audio, blog, podcast, ebook, webinar, RSS feed, news/pr, product/service, social media and networking sites). As of a few years ago only a few innovative local search engine marketing firms adopted the use of Digital Asset Optimization, but in today’s economy more and more local search marketing firms are jumping on board to stay ahead of the curve.


According to a Marketing Experiments Inc. estimate, in the future 90% of B2B buying communication will be through video. Tools are already on the market for consumers to create professional looking videos with ease. Today’s consumer wants to be entertained while quickly absorbing information to make smarter purchase decisions. It is up to us as SEO and SEM marketers to incorporate local search engine optimization strategy into interactive media. The same rules do not apply to interactive media as they do with traditional SEO or SEM. A common rule of thumb in search marketing is to create and publish a lot of content. Creating a lot of quality rich content will not only gain a prospects trust but also look first-rate in the eyes of search engine spiders. Marketing online is not simply about creating content but building an online presence that extends to hundreds or thousands places on the web. Your content should be considered a brand extension of your company.

No matter what trends may come and go one thing will always remain constant: Content is King. The internet is no longer a digital storefront for an organization but rather a venue for a company to engage and interact with its customers. Local SEO Marketers need to be aware of the challenges of creating, branding, promoting and optimizing new forms of rich interactive content for their clients. For those local search engine marketing agencies willing to take SEO and SEM to the next level the long-term rewards will be numerous.

Yours in Selling,

Paul J. Plvan



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