Optimizing a business site for local searches can be a daunting task as most small business owners do not see themselves as tech experts. There are also many aspects to local search engine optimization that must be considered.
This is why SEO specialist outsourcing is a good strategy. If you don’t know how to do local SEO, outsource the task to people who do.
That said, here are a few simple tips you can apply to boost your local SEO ranking.
Optimize your domain name.
It starts with picking the right domain name for your local business. The domain name is your human-readable world wide web address. Google.com, Amazon.com and Nike.com are domain names.
As you can see from the above examples, the domain name ideally corresponds to your business name or the brand for which your business is known. If your company name is Bob’s Doors, “bobsdoors.com” is a good domain choice.
However, unless you’re a well-known brand like Nike, it’s best to choose a name that also reflects the product or service you offer. The above example, “bobsdoors.com,” is good in this regard because the business name itself includes the generic word “doors,” indicating the company sells doors.
However, if your company name is something like “Sublime” and you’re not a household name, include the generic keyword that pertains to your business in your domain name. As such, if you’re a confectionary store, your domain name can be something like “sublimecandies.com” or “sublimesweets.com.”
You may also add your geographical location to your domain name, if you want. If Bob’s Doors operates out of Nevada, “bobsdoorsnevada.com” is an option.
Of course, you do have to balance length with localization efforts. Adding Nevada to Bob’s Doors makes the name a little long. It’s still easy to memorize and remember, though, so it can still work.
Optimize your website for your location.
You should include your address and other location signals copiously all over your website, especially if you opted not to include the location in your domain name.
Your title tag on your web page source should say <title>Bob’s Doors Nevada</title> or a variation thereof. Your <H1> tag on the front page and anywhere your business name is mentioned should say that, too.
Additionally, you can sprinkle your pages with location signals like the state capital of “Carson City,” especially if you have a store there, and all other counties and municipalities where Bob’s Doors is present.
In your news section, moreover, you can talk about local events, particularly those you’ve sponsored. Content like that can send strong location signals to search engines.
Claim your business listings on local directories and websites.
Search engines like Google constantly skim listings and directories to gather information about a business. Listings, directories and other similar websites provide search engines a clearer picture of what the business does and where it is located.
Ensuring that the business’s contact details are accurate, consistent (identical across all channels) and up-to-date can help improve your brand’s ranking on local search results.
Adding photos, videos and other relevant media to listings is also worth considering. Apart from making the listing more attractive, they provide consumers with more information about your business and what you offer.
Optimize your website for mobile.
A growing number of people are using smartphones and similar mobile devices to consume online content. According to a recent report, approximately 60% of all online searches are carried out on a mobile device. If you want this significant portion of the search market to find you, you must optimize your website for mobile.
Google has also enabled mobile-first indexing as a default for all new websites to encourage businesses to prioritize the mobile phone user experience in their website design. When Google first rolled out its mobile-first initiative, non-mobile-friendly websites plunged in search engine rankings.
Use testimonials from happy clients
Get your customers to write a review about your business. Experts recommend this practice for several reasons.
First, reviews establish trust. Consumers use reviews to help them decide what to buy and where.
Second, getting your business reviewed on quality sites is one of the ways you can expand your reach. It’s good public relations or PR for your company.
Third, reviews are contextual. They represent a good opportunity to get associated with your primary keywords.
If it’s difficult to get reviews on people’s socials and reputable independent sites, begin by featuring customer reviews on your website. This is not ideal; you want people recommending you on channels they own and on independent review sites. Still, this is a good start and better than having no reviews anywhere.
Create content that matters.
Connect with members of your local community by producing content that resonates with your audience (i.e., the locals). Set up a blog where you can write stories about events, places and people in your community. Such content gives your brand a face and personality people can relate to.
From an SEO point of view, blog posts and stories can also help your business rank for additional keywords.
Local Search Optimization Strategies
Use the above six actionable tips to boost your rankings in local search engine queries. They should start you off on the right foot. For best results, however, outsource digital marketing to the experts.