How to optimize for a business in a town that nobody is searching for

[KGHollywood]

This is the first time I have run into this problem, but hopefully someone can answer this. If a business is located in lets say in South Londonery, but everyone is searching for Londery what is the best way to tackle this. I should also add that both have different zip codes but as far as search there is no distinction as they are considered the same, and South Londonery is never used. So while it would be easy to rank high for South Londonery, it's pretty much useless.

[KGHollywood]

Dear Tamara,

Thank you so much for your suggestions, I really appreciate your time. I think the band-aid for now will be paid.

Cheers

Shizzle

[KGHollywood]

Dear Miriam,

Thank you its a brick and mortar store, and its just going to take a lot more work than I had bargained for, but I really appreciate you taking the time to get  back to me. You were very generous with your suggestions, and I am much obliged.

Cheers

[MiriamEllis]

Hi Shizzlemynizzle,

If the business in question is unable to move to Londonderry to be in the heart of things, then it's important to educate the owner as to how local SEO works. Here are the points I share with my own clients who fit the scenario you are describing.

1. NAP (name, address, phone number) are the 3 key factors upon which all of local hangs in the eyes of Google. Google will almost always see the business as most relevant to its area of location rather than neighboring locations. The business will have to be honest in using its legit address and phone number on its Place Page, in its directory listings and other citations and as the main point of contact on its website.

2. Once these basic steps of local optimization have been attended to, the business will be able to make appropriate efforts to try to gain secondary organic rankings for its work in Londonderry. You don't mention in your original post whether your client is a brick-and-mortar shop (restaurant, lawyer, boutique) or a go-to-client business (chimney sweep, landscaper, carpet cleaner). If the former, then the business owner will need to become involved in some way in the area of his choice so that he has something to write about in relationship to that geographic locale. For example, if the business owner is a doctor, perhaps he gives lectures or clinics in Londonderry? Or, if a restaurant owner, perhaps he sponsors a sports team or attends community events or offers catering in Londonderry? One has to be creative to find a legitimate subject to write about to showcase his involvement in that city.

If the latter, the client simply needs to write lots of copy about the services he renders for clients at their homes or places of business, be these window washing, dog walking or what have you.

Both copywriting and targeted linkbuilding can assist the client in developing an organic presence for cities where he isn't physically located.

3. Finally, the competitiveness of the client's industry and locale play into all of this. I am not really familiar with the business scene or population of Londonderry. Here in the US, however, let's say a bakery in rural Iowa comes to me as a client. Let's say they are the only bakery serving 3 different small towns. In this case, a locally optimized website and good local search marketing will often enable the client to obtain high local rankings for all three towns, simply because the options are so limited. So, if your client is in a scenario of low competition within all of Londonderry, then he may be able to achieve true local rankings as well as secondary organic ones. It all depends on what he does and what the local competition is like.

Hope this helps!

[CliXelerate]

I would leverage local optimization the same way I would if the business were in an adjacent, larger metro area.  Meaning - list in and enhance / optimize the company's listings in the usual local listings channels - maps, local directories, services / products directories, etc.  Many if not almost all "local" directories will also provide nearby community search results, or give users the options of extending a search to say, a certain no. of miles / km's beyond a certain zip or postal code.  These extended searches will generally pick up a business listing from a nearby community if it's relevant to the search.  We have one client whose business address is in a very small, non-searched for locale, yet they consistently show up (via various local listings) in searches based in a nearby large metro area.  As optimize your listings and content, you might also want to refer to the company's location as in the "South Londery area" vs. or in addition to simply being in "Londery."

If you're supplementing organic search with paid, you can always use both town names where applicable in paid keyphrases, and expand your geo-targeting to include the larger community area.