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Homestyle SEO: How to Cater to a Regional Audience

by Dan Skeen  |  
May 15, 2007

We have a wonderful world full of Web searchers, but if your business targets a local region, the trick is connecting with those in your own back yard. This is quite important when it comes to search engine optimization.

It's wonderful to rank well in search engines for a competitive search phrase, but if your product is available only to a small subset, how much time and bandwidth can you afford to waste dealing with visitors from too far afield?

By taking the right steps early, you can get better search rankings from your SEO campaign and, more importantly, attract an audience from the right locale.

Here are some simple steps to help cater to a local crowd.

Start with localized keyword research

Overture's keyword research tool can be filtered based on over a dozen countries. If you are in a non-US market, it is essential to learn what 32 million Canadians or 20 million Australians are searching for rather than extrapolating from data based on 298 million searchers in the US.

It should be no surprise that language usage changes across borders. With retirement-savings vehicles, for example, the "401k" has its equivalent in the "RRSP" in Canada, while Aussies would be searching for "superannuation."

Spelling differences are notable as well. Sticking to the finance example, a "labor-sponsored investment fund" in one locale will be a "labour-sponsored investment fund" in another, whereas a financial "advisor" might be an "adviser." Small differences, big opportunities.

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Dan Skeen is practice lead of Traffic Generation Solutions at Quarry Integrated Communications ( His areas of expertise include social media optimization and search engine optimization. Reach Dan via 519-743-4300, ext. 2493,

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  • by FireUps Mon Aug 10, 2009 via web

    Host locally... hmm do you have any stats or sources that actually show what the actual impact of this is.

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