In a recent Blog entry at SEOBook.com, Aaron Wall answered a question he was asked at a recent speech that he felt he had to think about a bit: How do you get your geo-local page to rank better when adding the location information?
Upon introspection, Wall realized the actual issue wasn’t so much ranking, but creating demand. Says Wall, “The core issue here is this: SEO fulfills, demand, but SEO doesn’t create demand.” He’s quick to add that there are exceptions to this rule, particularly when dealing with abstract products and services such as art, but these are rare.
Wall says that true demand is created by using one of three options:
Building the brand: Wall says building brand exposure is a great way to increase demand, because there are so many ways you can do it – public relations, product offerings, blog promotion, advertising, etc. Branded keywords tend to have the highest conversion rates. This means you’re likely to see a surge in both traffic to your site and sales.
Cross marketing: The “you scratch my back, I’ll scratch yours” method works well for aggressive marketers who enjoy working with other organizations. Wall uses the example of the company that asked him the question at his talk. He recommends that they could have taken advantage of the fact that their business had a theme park across the street. They should have run “special promotions with that theme park offering discounts to frequent visitors.”
Gaining Exposure on Broader, Related Generic Keywords: Rather than trying to rank better for brand name + location, Wall says his subject company should have broadened the scope of their related query stream:
Wall says building brand exposure is a great way to increase demand link building agency, because there are so many ways you can do it – public relations, product offerings, blog promotion, advertising, etc.
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