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How to Localize a Company Web Page

By Gordon C. Cale

Major companies nearly always use the internet to help sell goods and services. Small, locally based companies, though, frequently miss significant opportunities to use the internet to sell their goods and services. As the World Wide Web is truly ‘world-wide’ it is easy to see why small business operators may not see how the internet can help them market products and services. Still, it is possible to construct a web page that will compete for new revenue from new, local customers.

These large organizations use the strength of their online presence to attract internet traffic. Many of these are not adept at competing for local business, relying instead on their brand recognition to attract local business. Small enterprises can focus their web presence on unique product or service characteristics as well as on their location to attract internet traffic and sales. This requires the discovery or identification of what is termed a ‘local niche market.’ Also known as ‘Localization,’ this process allows small businesses to compete with much larger ones.

Using localization to compete for internet exposure and business, the new or small business website is more likely to be returned as a top result on the common search engines such as Google and Yahoo. This traffic is highly valuable as users researching a product purchase in their areas are highly likely to use the internet to find product information prior to purchase. Searching for unique services such as “Epoxy Flooring in Chicago” would then return a list of contractor websites for businesses providing this service in this area.

What are the first steps towards localizing a small company web page for local search? Three easy tasks are required: Inclusion of a Geographic parameter Identification of a specific feature niche Create a local niche keyword phrase

Adding in a geographic name or parameter just implies inclusion of a city or region name in the webpage keyword section. Usually, the geo parameter or city name should appear first in the keyword phrase. In most cases, the geographic parameter is simply the name of the metro area in which the company does business.

Including the address and city name somewhere on the main page is always a good idea. Additionally, this helps the page verify that not only is the company providing the described services or products in a particular area, but it seems to be located there as well.

Finding a unique or specific niche is essential to differentiate the business product/service offering. It also allows the business to avoid competing head-to-head with huge company websites. The general idea is to find a phase that describes the business characteristic that sets the organization apart from others. When testing the niche, just create a search phrase for it and run it on Google. If the first result returned by the Google search engine is that of a major company, try another phrase until one is identified that has a weaker result. Google has several useful and free tools available to help with this process.

Combining the geographic identifier with the keyword phrase then creates a local keyword phrase. This might look something like “Marketing Companies in Denver” or simply Marketing Denver. This technique then allows a smaller company to pursue relevant internet within a local niche.

In terms of volume, local search won’t result in massive numbers of visitors from outside the area. Still, it isn’t useful to appear as the #1 result for “Lawn Mowers in Atlanta” when the business is in Cleveland. Local search allows small businesses to compete with big companies using the internet and their own, unique product or service offering.

Denver SEO Consultants help organizations nationwide earn more income and revenue using the common search engines. From Low Cost SEO, article marketing and link building services to help companies of all sizes compete for new revenue via the internet.

categories: internet sales,B2B,eCommerce,B2C,web marketing,internet marketing,sales

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Article Citation
MLA Style Citation:
Cale, Gordon C. "How to Localize a Company Web Page." How to Localize a Company Web Page. 25 Jun. 2010. 9 Aug 2014 <>.

APA Style Citation:
Cale, G (2010, June 25). How to Localize a Company Web Page. Retrieved August 9, 2014, from

Chicago Style Citation:
Cale, Gordon C. "How to Localize a Company Web Page"

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