Archive for June, 2009

Turn Online Traffic into Offline Customers

Monday, June 15th, 2009

For several years, Digital Assembly Line (DAL) has been helping our Washington, D.C.-area customers increase their online visibility with their local audience using a number of Search Engine Optimization (SEO) tactics. And one of the best ways to enhance your Internet Marketing efforts and increase visibility to your local audience is to participate in an online community that is relevant to your business and industry.

In local search engine optimization in the Washington, D.C./Northern Virginia area, your presence does not have to lead to obtaining a link, but it should lead to increasing your business name’s relevancy to your contact information such as your local address, local phone number, city, or any other neighborhood area names, like Arlington, Bethesda, McLean. The ideal local business profile would be set up like this:

Your Company Title
Street Address
City, State Zip Code
(Local Area Code) Phone Number
Link to Your Website

Not sure where to begin? Digital Assembly Line can point you toward free online local directories that offer reviews and generate good traffic, such as Yelp.

The key to obtaining local references is to make sure those sites are crawled by Google for local content. Since local references do not get a link back, if a local directory site is not on the list to be crawled by Google for local content, your efforts to build local relevancy for local SEO won’t be very effective.

One of the ways to check is to look through “Web Pages” tab when you search for a relevant local keyword in Google Maps.

A strong PPC (pay per click) campaign will help support your SEO efforts. DAL can focus your Pay Per Click and Search Engine Optimization efforts only on the Washington DC area if that’s the market you are striving to succeed in.

Keep in mind while you’re building your local relevancy through an off-page SEO campaign that you should not just pick the local listing ranked at #1 and try to obtain all the local references that company has. Your Washington, D.C.-area business is unique from any other local companies, and it should be reflected in your local reference portfolio. You should have a unique combination of keywords and service areas, and optimizing for those local keywords to reach your targeted local audience should naturally lead to having a unique local reference portfolio. After all, if you just follow them, you will never get ahead of them.

To make your Internet Marketing efforts truly unique and outstanding, your local reference portfolio shouldn’t be just about Internet Yellow Pages or few major local directories. Be active in your online local community to find more area resources your local audience visits to find local information and contribute helpful content about your industry, and your local references should naturally grow with the trust you gain within the community.

In short, your local Search Engine Optimization efforts for local search engines offers an opportunity to turn online traffic into your offline visitors, and in the process of local SEO, you will get plenty of chances to create buzz about your business and gain trust as an industry expert within your online local community.


At Digital Assembly Line, we develop and implement both Natural Search Engine Optimization (SEO) and Pay Per Click (PPC) advertising campaigns to help you increase both the quality and quantity of visitors to your site, improve the conversion of those visitors into customers, and maximize the return on your marketing investment.