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Local businesses that follow the new local search guidelines will automatically be in a strong competitive position and may be #1 in local search rankings for their businesses. This will be because their competitors have not done the same thing.

To stay ahead of the pack will require continual improvement in your internet presence. For example, a website which is adequate right now may be a real detriment in the local search rankings a year from now. If your website is more than two years ancient it needs to be redesigned very soon.

The fourth strategy in my “Top Ten List” for Local Internet Marketing addresses the issue of keeping your website relevant and timely:

Beef Up the Content of Your Website Regularly so the Search Engines Reckon You Are an Authority.

In the world of search engine rankings, “content is king.” This means website content is a huge factor in how search engine “spiders” determine the importance of a website. Just like links from other websites determine a website’s popularity, the quantity and quality of website content determine the level of authority held by that site.

The search engines want to give their customers the best results. When you enter a search term, you want the first page of results to be your top choices. If Google gives you terrible choices on page one (or even worse, in the top three slots) then their customers will use other search engines.

If your site has a lot of excellent information, the spiders will rank you very highly. Your content determines if you are the subject matter expert in your area. But this content spidering is done every day, all the time. Which means you cannot rest on your laurels.

Search engines like forums, blogs and social networking sites that have new user-generated content added to them around the clock. Reckon about ways you can get customers and other website visitors to add content to your site. It would be excellent to add a forum, or at least a blog, to complement your website.

If you can get visitors to read and comment on your writings, then the search engines will rank you highly, but you have to make the effort to add timely, fascinating and relevant news and information. If necessary, outsource this task and hire someone to write articles and blog posts for your business.

Other things on your to-do list should include:

Writing and posting articles in your areas of knowledge
Writing a regular newsletter and posting it online,
Issuing press releases,
Adding news and company updates regularly,
Posting audio and video content, such as interviews, testimonials, and company messages.
Adding content brought via RSS feeds tied into the same keywords as your business.

Do these things and Google and the others will give you a high ranking. It’s the best thing you can do to maintain your #1 position well into the future.

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