The Basics of Local SEO
Local search engine optimization works similarly to global SEO in that it affects a site or page’s rankings in the unpaid and paid results on Google. The difference is that local SEO is shaped by factors specific to the local market, including keyword density and the total number of incoming links from various sources. When optimizing a page for placement in Google Maps, for example, a business should make sure it contains at least two primary keywords.
How do keyword density and link counts factor in?
Keyword density should run high, with density for both primary keywords above one percent. Keywords should also relate to the service area of the page, and the total number of pages that link to the page should be no more than ten. The total number of backlinks coming into the page, referred to as PR, should also be a multiple of five, meaning five to ten sites linking to each page. Tuning these inputs helps a business maximize the return on investment for each local SEO focus.
Why does content relevance to the audience matter?
Relevancy of content to the target audience is another important consideration, especially for small businesses. If the target audience is middle-aged women in the city and the page’s content covers cooking recipes, the page will rank well. If the target audience were older men in the same city, the content would not rank as highly.
Where should a business start with local SEO?
When a local business decides to optimize for local SEO, it should always start with its Google Maps site. The page needs to be optimized with a variety of key terms along with the location, name of the business, and any other information about the local business. Depending on how competitive the area is, minor adjustments may be necessary. It is always best to have a professional handle local SEO for a local business, since they can make the most informed decision and are more likely to secure the best ranking.
How should a business research the right keywords?
Once the local search marketing plan is in place, the next step is researching what keywords will be best for the area being served. Google offers a tool called Keyword Research that can identify the right keywords for a given geographic area. The keyword tool can be started by entering the name of the city, state, or country that the business serves in. From there, the most popular search terms that relate to the geographic area can be pulled together, and a local SEO plan can be formulated. The next step would be to enter the search terms that the company sells in the search engines, such as eBay or Craigslist.
How are local SEO strategies put into practice?
After the list of keywords has been identified, the business should start implementing local SEO strategies to ensure that the website performs well in the search engines. One technique is to use the keywords inside the content. Instead of using the term shoes, a website can use the term men’s shoes, since men are more likely to be searching for men’s shoes. Sites also need to be optimized with local citations.
How does link setup affect local rankings?
To optimize the website for the local audience, the links should be properly set up. Google and the other major search engines use local SEO techniques to decide where a page should rank within search results. A company that wants to rank high for the term men’s shoes will need to optimize for the phrase men’s shoes in its local SEO campaigns.
What can local SEO control and what can it not?
Local SEO is one way of positioning a local business on the internet. Although Google and the other search engines offer local SEO tools, some elements are outside the control of the company. Many businesses do not use effective local SEO techniques, which leads to low rankings and traffic losses. To rank high in the results, a company needs to perform research, optimize on-site content, and incorporate effective social media marketing, which in turn raises customer satisfaction and boosts revenue.
FAQ
What should a small business do first when starting local SEO?
Start with the Google Maps site. Optimize the page with key terms along with the business location, name, and other relevant information, and consider having a professional handle the work to get the best ranking.
What keyword density and link counts does the post recommend?
Keyword density for both primary keywords should be above one percent. The number of pages linking to a page should be no more than ten, and total backlinks (PR) should be a multiple of five, meaning five to ten sites per page.
Why does content relevance matter in local SEO?
Search engines weigh how well the content matches the target audience in the area. A page about cooking recipes will rank well for middle-aged women in a city but rank lower for older men in the same city.