A fundamental part of developing an effective localised search campaign is understanding the searcher’s behaviour. It seems obvious, but many agencies seem to omit this step. The language and scope of searches vary depending on what is being searched for. For example, commonly found trades such as plumbers and electricians are searched for on a very localised basis. For example, ‘plumbers in Guildford’ and ‘electricians in Haslemere’. More specialist trades are searched on wider geographic basis, for example ‘search engine optimisation Surrey’.
However, within a business you may have products or services that searchers look for on a different geographical basis to others. For example, ‘puppy training’ typically has a narrow geographical scope (e.g. Guildford), yet ‘dog behaviourist’ is more specialist, so is searched for on a wider geographical area (e.g. Surrey, Hampshire or Sussex).
