Gaining top rankings on local search engine results pages can provide your business with invaluable exposure without incurring additional advertising expenses. One effective approach to do this is incorporating local keywords naturally into the content on your website and keeping information accurate across platforms – both of which should serve to increase local visibility for your brand.
Moz has provided an incredible resource of local ranking factors. These include:
Keyword Research
One of the first steps in initiating a local SEO strategy should be researching which keywords your customers are searching for online and working them into website content and listings. Just be mindful that search engines do not reward businesses who attempt to keyword stuff their way to the top of results pages!
Un effective way of understanding what customers are searching for on Google Maps is to analyze the content ranking highly for competitors’ stores – especially what information is being shared such as opening hours, parking/transit details and unique store descriptions.
Having multiple physical locations? Establishing location pages on your website can assist with SEO ranking for local searches. Search engines will be better able to understand each business offering at each location and match them up with relevant searches. Also ensure your NAP (name, address and phone number) remains consistent across platforms and review sites.
On-Page Optimization
Local SEO involves more than optimizing content to include words likely used by local searchers; there’s also much work that goes into ranking well locally, such as optimizing business listings.
Making sure that Google My Business (GMB) profile is claimed and optimized with complete and accurate company information and images is an integral component of local SEO. GMB serves as Google’s main platform for communicating your business to searchers across its search engines and map apps.
Make sure your NAP (name, address, and phone number) are consistent across platforms like social media, local business directories, and your own website to ensure Google understands all these profiles are talking about the same business. Track fluctuations in search engine rankings over time to keep an eye on any changes that could affect local SEO efforts.
Link Building
Collecting links from local websites that pertain to your business is a critical element of local SEO, as they demonstrate to Google that other local businesses consider you an invaluable resource.
Location-specific keywords in your website content is one way to demonstrate that you are a local business. Include these in the header and footer, as well as on your contact page for maximum effectiveness.
Make sure your business information (name, address and phone number) remains consistent across major directories like Google My Business.
Unfortunately, some less scrupulous businesses attempt to game the system by creating fake listings or writing reviews without authorisation. You should keep an eye out for these profiles and take steps against them immediately – you can report an offending account directly to Google should it violate their guidelines.
Social Media
Social media can be an effective way to bolster local SEO. The key is sharing relevant, locally relevant posts that target specific demographics through hashtags.
Integrating the location of your business into website and blog content is another effective way to optimize for local search. For instance, including it in header or footer links and contact pages is one effective strategy.
Google My Business (GMB) profiles are an indispensable component of any local SEO strategy. Business owners can claim ownership over their information and update it with opening times, product offerings, photos and more – providing your Google Local Pack ranking with more accurate search results. Regularly gathering reviews also increases business visibility in GMB results.