Using geographically specific content is vital to good search engine marketing, according to an expert in link-building.

Writing for Search Engine Watch, Jennifer van Iderstyne highlighted the importance that search engines such as Google now give to personalised results, which includes delivering content that is locally specific to users.

While it may seem that developing pages for a specific area could create a more limited market, Ms Van Iderstyne explained that it "can be useful in obtaining links from websites dedicated to a specific region".

This in turn will allow a domain to place much higher in search results for users looking for services in a specific area than would otherwise be the case.

She goes on to say: "Whether it's a single page or an entire site devoted to a particular locale, if it's your locale, it's a good place for a link."

Last week Google announced an update to its Autocomplete feature, which it said makes its search results "more locally relevant than ever".

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