First, you need to apply “pull” techniques inside your website to attract local searchers to your site. These “pull” techniques might include:

• Keyword optimization
• Alt tags
• Compelling local content

Second, you need to apply “push” techniques outside of your website – at other marketing locations, for example – to drive people to your site. These “push” techniques might include:

• Article distribution
• Press releases
• Google AdWords
• Videos posted on YouTube
• Appearance on Google Maps

When it comes to online marketing, there isn’t one strategy that is more important than another. They are both equally critical to ensure that you will search when someone types in your service plus your local target market.

When creating a search engine marketing plan, be sure to include both onsite “pull” techniques and offsite “push” techniques to appear in the search engine listings you’d like to target.

And as you do this, be sure that it doesn’t replace the offline marketing you are currently doing. If you use print or display marketing, billboards, or networking, those things should continue. Rather, your online push and pull local internet marketing should enhance – not replace – your current marketing practices.