Webmasters are often faced with the problem of how to approach SEO on websites which have a country-specific focus. As you may have noticed, the search engine results pages on Google's geo-targeted search services frequently display different rankings than those you experience on Google.com. 

If you run a few queries on, say, Google.com.au, you'll soon notice distinct regionalization patterns. In order to make search results more relevant to local audiences, Google uses different sorting methodologies than those used on Google.com.

Here is a guide to optimizing sites for the different regional flavors of Google.

Country Specific Local SEO Tips

1. Get a local domain extension:  Google places a lot of weight on the domain name, so it is important to get the appropriate country-code domain extension. If you compare results across the different geo-targeted flavors of Google, you'll notice the weight given to the local TLDs. There are exceptions, but the local TLD tends to trump .com when it comes to local result sets. Different countries have different registration criteria for domain resitration. It is fairly easy to register a co.uk or a .co.nz, whilst a .com.au can involve setting up a business entity in Australia. 
2. Specify your country association in Google Webmaster Tools: Google Webmaster Tools offers a facility whereby you can specify a country association for your content. You can do this on a domain, sub-domain and directory level. More detailed instructions can be found on Google's Webmaster Tools Blog.
3. Include local contact information: Specify a local address, business name, and local contact phone numbers. Whilst not critical in terms of ranking, every little bit helps, and by including local information, the site becomes more credible to a local audience. 
4. Local hosting: Depending on who you ask, you'll get different answers as to whether the geographic location of the web host makes a difference in terms of ranking. I have .com.au, .co.nz, and .co.uk sites, hosted on US servers, and they rank well on the appropriate local versions of Google. Other people feel that location-based hosting is a must. Still others say the location of the name server is most important! It's fair to say that if you have a choice between hosting locally and hosting offshore, then it might pay to host locally. It certainly can't hurt, and there might be additional benefits, such as increased download speed. If you go this route, one thing to check is the servers physical location. Often, web hosts have a local office, but their servers are located in a different country. Use an IP lookup tool to determine the exact location of a server. 
5. Spelling & Language: Ensure you use the appropriate spelling for your chosen region. There is a difference between "optimization" and "optimisation". Keep in mind that searchers will use the local vernacular. For example, if you are optimizing a travel site in the US, you might use the term "vacation". However, searchers in Australia, the UK and New Zealand, amongst others, tend to use the term "holiday". 
6. Tone: Copy that works well in one geographic location may not work in another.  For example, the sales language used in the US is usually more direct than that typically used in the UK, Australia or New Zealand. Familiarize yourself with local approaches to marketing, or engage local copywriters.     
7. Inbound links: Seek out local links. All links are good, but inbound links from local TLDs are even better. Approach your local chamber of commerce, friends, suppliers, government agencies, business partners, and local industry groups and ask them for links.
8. Local directories: Get your site listed in local directories. Local directories still feature well in geo-targeted search results as the depth of content, in terms of sheer volume, isn't as great in the local TLD space as that published on .com. Obviously, you stand to gain from the local traffic that the directories send your way, and any local link juice the directory may pass on.  Here are some top local directories:

• The local Yellow Pages i.e. Yellow Pages Australia, Yellow Pages New Zealand, and Yell (UK). Keep in mind that some of these directories may not pass link juice, however you can weigh this factor against their value in terms of local reach. You could also seek listings in the regional sections of the following global directories: DMOZ, Yahoo, and BestOfTheWeb.

Recommended regional directories:

• Scoot.co.uk is a prominent UK business directory.
• Webwombat.com.au is a comprehensive Australian directory.
• Te Puna is a government run New Zealand directory.

Have Your Say

If you have some additional ideas that have worked well for you, please feel free to add them to the comments.

When I first started blogging I tried to learn from and emulate 3 of my favorite bloggers: Seth Godin, Peter Da Vanzo, and Steven Berlin Johnson. A large part of the success of this site was learning from those guys. Recently I was lucky enough to hire on Peter Da Vanzo to help do some of the writing on this site. He has been blogging about search since 2002 on Search Engine Blog, which officially makes old school.

Please give Peter a warm welcome to the site!

Search is the New Operating System

People far smarter than I have talked about the web becoming an operating system, and search being at the center of how we access the cloud. What better way for Google to position themselves as the C prompt than to turn the address bar into a search box?

I think operating systems are kind of an old way to think of the world. They have become kind of bulky, they have to do lots and lots of different (legacy) things. - Sergey Brin

Some have dismissed Google Chrome as being unoriginal, but it is "a step that needed to wait until the company had, essentially, come of age. It is an explicit attempt to accelerate the movement of computing off the desktop and into the cloud"

Google is Serious About Marketing Chrome

Sergey Brin stated that they did not intend to lower Firefox's marketshare, but a day after launch Google was already marketing Chrome on their homepage (internationally and abroad to users of Internet Explorer, Firefox, Opera, and Chrome!)

How the Omnibox Shapes SEO

Recently I mentioned how Google Suggest could change SEO, and the Omnibox drastically extends those effects. Google did not pull any dirty tricks to force their search service into being the browser default, but they did try to turn the address bar into a search box - which will increase how often we search. The Omnibox offers short cuts as you type:

The parts that are in black are related search queries and the parts that are in green are typically one or more of the following

• the #1 ranking organic Google search result
• pages you recently visited that are relevant to the search query

SEO Implications

The "search results before the search results" have major SEO implications:

• Google is keeping some of the data entered before you hit the enter button. Getting people to search for your brand could be seen as another signal of quality.
• Raising the awareness of your brand and getting many people to search for your brand will help your brand related queries show up when people search for broader related brands.
• The value of a #1 Google ranking goes up, as the top ranked site has another opportunity to capture the searcher BEFORE they see the SERPs, and will be more likely to get clicked on when searchers see the search results (since they just saw the URL a second earlier).
• The value of awareness advertising, website interactivity, and consumer generated content go up as they make you more likely to show up in the list of previously viewed pages.
• For heavily advertised and/or frequently viewed pages I can see an advantage to adding a tomes of relevant text below the fold such that your site shows up for many related search queries. :)
• Given Google's large ad network and their network advantages in search monetization, they will easily be able to buy marketshare through advertising on their own ad network and bundling this browser with hardware providers.
• If the feature is widely adopted by other browsers it could lower the value of type in domain names (by making people more likely to search rather than type in a domain name). This could force some domainers to sell or develop, which could lower domain prices (and the .com premium)...this trend may already be underway given the pending Yahoo!/Google ad deal.

Your Thoughts?

How do you see Chrome changing SEO?

Sugarrae has a great post on how Google's policing of the web and pushing nofollow are undermining the social network and links that their relevancy algorithms are based upon. Worth reading from start to finish twice, then blogging about it. I would quote it, but a quote wouldn't do it justice.

The core issue is that Google places too much weight on domain authority and PageRank. Is The Wall Street Journal easy to trust? Sure...if they print garbage investors will stop buying their magazine. But even they publish garbage sometimes. Maybe Google could find a way to tune down domain trust and place more weight on other factors.

If Google decides that large networks should be trusted but that individuals should not be trusted much they are doing a bad job of encouraging web innovation. You only have to look at the entire history of mankind to realize that most innovation comes from individuals and small groups...not the large existing ones.

With as strong as Google is integrated into the web, if they are ever to fail their failure is more likely going to be due to an internal misperception than an external force. Great ideas are ignored, then shunned, then proven, then accepted. If Google doesn't make things accessible until step 3 or 4 they leave a big hole for competition in the search marketplace.

The path of least resistance and least trouble is a mental rut already made. It requires troublesome work to undertake the alternation of old beliefs. Self-conceit often regards it as a sign of weakness to admit that a belief to which we have once committed ourselves is wrong. We get so identified with an idea that it is literally a “pet” notion and we rise to its defense and stop our eyes and ears to anything different. — John Dewey

Brian Clark highlights various levels of reading, and how many bloggers fail to go beyond scratching the surface.

Improved data visualization technologies are making it easier to transfer knowledge.

I few posts back I mentioned that Amazon's Mechanical Turk would be good for some SEO processes. It looks like people are already using it to spam social media. As sock puppets rise up many of the broad/general social media sites will get polluted by increasing amounts of spam.

My latest column on SEL was about how you have to give your SEO as much information as possible if you want them to solve your problems in an efficient manner, equating a broken website to a sick patient.