Online business owners know that ranking high on the major search engine results lists is key to increasing sales. However, they often focus so much on Google, Yahoo, and MSN that they overlook the value of local search engine optimization. Small businesses that use the Internet to target local areas can differentiate themselves from the competition and get a bigger share of the market.

Before the technology age, people cracked open the yellow pages to find a business address and telephone listing. Now, this heavy book gathers dust in the corner of the room while the laptop, PC, and mobile device see so much use they are smoking. Online business owners need to embrace this trend and get listed on area search engines.

City Search, Yahoo Local, Live Maps, SuperPages, and Google Maps are just a sampling of the regional search engines. Google is known for being the most aggressive when it comes to a regional focus. To get a Google Maps listing, the business owner needs to submit a Google Local listing. A top ten ranking with a phone number in Google Maps generally results in a large increase in sales. A Yahoo Local listing is free and syncs with Yahoo Maps. Reviews and several social elements are incorporated into map listings on SuperPages as well as CitySearch.

Site owners should incorporate their address into as many pages of their site as possible, preferably into a footer and a “Contact” section. They should also use different variations of the keywords, such as NJ and New Jersey. Some searches used both and are not able to recognize that one is the equivalent of the other. Getting listings on consumer sites, directories, and yellow pages sites for the area are also recommended.

If the business services different geographic areas, it should create an individual Web page regarding each. Links with targeted anchors should be set up to point to these pages. High PR pages should contain these links and point to the geographic-specific pages. Placing some home page links to these city pages will also help with the rankings.

Competitors are most likely not focusing on local search engine optimization. This makes it easier for the small business owner to improve his or her rankings on these engines. Those who are smart will begin implementing city engines into the marketing plan.