Missing Link in Online Marketing
Missing Link in Online Marketing: Local SEO
Local Search Engine Optimization is an SEO tactic that allows you to target consumers based on location. When done correctly, local SEO can assist your small business to outrank larger competitors. In our current mobile-dominated world, local SEO strategies should be at the top of your business plan.
If, for instance, your enterprise caters to a specific geographical area, you require local SEO to make you visible online to people within that area. If your company serves multiple areas or has multiple locations, a good local SEO strategy should help users find your various locations independently of each other thus enabling you to compete against businesses in the various areas.
Think about it – when planning a trip to Colorado Springs, your search query is likely to be ‘things to do in Colorado Springs,’ right? Well, ‘Colorado Springs’ signals Google to prioritize results which have those words in them. Undoubtedly, businesses in the Colorado Springs area will benefit from this as you will have an idea of what you’re going to do.
Here is why you need a local SEO strategy:
The Rise of Mobile Search
Today, more than half of internet searches are done via mobile devices. As most folks using their phones to search are on the go, Google is looking to make their searches more relevant by displaying the most convenient results at that moment.
Google even introduced Google Hawk a while ago to reduce the geographical range of listings in a bid to lessen the frequency of some companies attempting to dominate local rankings by utilizing multiple listings for one location.
From phones, smartwatches, to laptops, almost all devices today are location enabled. As such, optimizing your website to indicate which locations you serve or where you are will increase the possibility of potential customers finding your business as they hunt for solutions.
Therefore, inasmuch as individual may not be specifically looking for a location-based business, their search results will likely first display the enterprises that are optimized for it.
How to Optimize for Local SEO
1. Own the Google My Business Listing
Your Local SEO Strategy implementation should begin by first claiming and owning your Google My Business Listing. In fact, Google does create these listings for businesses whether they desire them or not. Therefore, you cannot leave such information open to Google nor have someone else claim it and make it their own.
Making the claim for your listing is also beneficial in that it offers you more access and control. You can decide what you want the data to state. Not claiming your listing? This is just giving Google and its users rights to choose what and how that info is going to appear.
This data includes anything from street address to hours of operation, services or products offered, and even the amenities available.
Google has adopted crowd-sourcing techniques to gather data about local businesses. You can notice this from a local search. Using your computer or phone to make queries about a local business automatically includes you in Google’s crowd-sourcing machine.
As such, you need to be aware of and check your listings on a frequent basis. You should be proactive with your local profile as a smart business owner.
These are the specific terms you key into the search box when looking up a certain topic.
To ensure you dominate the local results, you have to use local and relevant keywords on your site. If your dental practice specializes in orthodontics in Stockton, California, that is the exact phrase you should use on your About Us page.
These are the small efforts that will ensure you appear prominently in search results when one Google searches that particular phrase.
Also, do not be generic like skipping your city’s name. Millions of websites will turn out for a generic keyword such as ‘dental practice’.
Even though Google does put together listings of local businesses, not optimizing your content to show you are local to that particular area will ensure that your competitors will be given first priority.
3. Pay for Ads
A paid ad strategy is a smart move considering Google first displays advertisements on the results page before everything else.
Ads do appear similar to typical listings except for their telltale orange icon. Additionally, ads get a lot more clicks than organic search results.
Here is how Pay for Ads works:
• You select the keyword you would like to be ranked for. So that when someone keys in this phrase in the search tab, your ad comes along with the search results.
• You decide the amount you’d like to pay. Google ads are typically paid per click which means that every time an individual clicks on the ad, your account is debited the particular amount you agreed to.
• You get to determine the amount you can pay each day. If your limit is $10 every day, your ad disappears after meeting that quota.
• When creating an ad, ensure that it links to the page on your website that discusses what the user is interested in. This measure ensures visitors do not feel tricked.
• Bid on the ad. But know that winning the bid is not a guarantee. You may be competing for the same keyword with your competitors.
4. Get Reviewed
Reviews are part of what Google uses when determining whether to include your listing in its Google My Business local results. Thus, encourage your visitors or clients to leave a review of your business.
5. Create a Blog
Consider creating a blog if you do not have one already. Sites with active blogs tend to rank higher in the results pages. Why? It is because search engines are drawn to websites with freshly updated content. While you don’t need to change your site’s core information often – such as your contact us page, about us, and our services page – ensure that you consistently offer fresh content using a blog.
A blog is also ideal for using keywords to appear in local search results. Write about topics your target clientele is likely interested in.
Local SEO covers a lot more than just the above. However, this article is a guideline on how to incorporate location strategies in your SEO to reach even more customers. Contact Conversion City today to help you implement your local SEO strategy.