Local search engine enhancement has become such an important factor in small to medium business strategy that the Search Engine Strategies folks have created a workshop around it. You'll have to get to Denver Colorado, and you'll have to fork out $1,345 for the one day class. When you return home, you'll then need to turn you focus away from your business, and onto implementing all that you've learned.

Everyday more and more people turn to the Internet to find information about products and services that are nearby. Local businesses that do not appear where they are looking have zero chance of being found in these queries. This course will give you the knowledge you need to compete effectively in the local online marketplace and get found when and where potential customers look for you.

A new form of local SEO is being thrust into the mainstream. It requires different methods and tactics.This new form of local SEO was born as a result of major search engines Google, Yahoo, MSN, and others segmenting their local search properties to create distinct local search engines.

Major search engines decision to create distinct local search properties came as a result of an increased understanding of user intent. Combining their knowledge of user intent with a basic knowledge of local consumption patterns, the engines created unique local search results based on algorithms tailored for local search.

As of January 2008 all of the major search engines, including Google, now display a relatively new interface at the top of their search result pages for locally-targeted keywords and keyphrases (like "Pizza in Portland, OR"). This new interface features a map and a combination of either three or ten text listings (known colloquially in the search marketing industry as a "Local 3-pack" or "Local 10-pack"). Sample screenshots from Google and Yahoo are shown below.

These are the default #1 search results for businesses that depend on geo-targeted search traffic.

It cannot be emphasize enough, the above point. These are the default #1 search results for businesses that depend on geo-targeted search traffic. What's critical to understand is that the ranking and placement of businesses within this new interface are almost entirely exclusive of the power of their websites. In fact, there are some searches for which the top search results don't even have a website! The reason is that the top listings in the Local interface are derived from a completely independent algorithm, though many traditional SEO factors still apply.

This is both good news and bad news for small businesses. The good news is that typically, it's not very difficult to rank well in these new Local algorithms. The bad news is that typically, your regular SEO, web site design firm, or internet marketing consultant hasn't got a clue of the basic structure needed to fare well in the local search market. So small businesses trying to market themselves effectively online now have just one more essential avenue to pursue. Not only must they incorporate traditional SEO within their marketing budget and strategy, but they need to integrate their online presence with a solid Local SEO strategy.