Local SEO is an incredibly competitive market, especially in the current digital environment. Every company needs to ensure they optimise their website correctly in order to maximise their chances of success and generate more local traffic. A professional SEO company will offer local SEO packages in order to get the best from your marketing budget.
Before committing to any seo campaign, a business owner needs to consider where their audience is likely to be looking for products or services. By analysing your competitors, it is possible to establish what keywords your site should be optimised for, as well as which social media platforms your target audience use. There are many free online tools available to do this. Social media icons and local intent keywords are just two of the terms commonly used to describe sites and pages that appear in Google.
Many businesses mistakenly think they need to focus on local community results alone. Whilst it is certainly true that Google loves the results it receives for local results, there are a number of other factors to consider as well. The first is demographics. Google’s local searches are not only limited to a city or region but also to a specific area. So, for example, if you operate a hair salon in your town, you may want to think about how your business page is optimised for a local community based Facebook page. This could involve using the Hair Salon logo as the primary tagline on your business page, along with some relevant keywords or phrases.
You may choose to enter keywords into Google’s in-built keyword research tool, which is located within the main Google Search Engine Results Page (SERP). This tool can be particularly beneficial when assessing the effectiveness of a local SEO campaign. Keywords within a Google local intent are less precise than those used on Google’s organic result but still provide a good indication of competitiveness. So, if you do decide to include a keyword in your campaign and it is ranked within the top three positions on Google’s in-built keyword research tool, you should aim to maintain this position over the long term. Organic results will become increasingly competitive over time, especially as new and more specific local intent keywords are added to Google’s cache per month.
As previously mentioned, the first part of a local seo strategy is to understand your customers. To do this, you will need to conduct some basic keyword research within your community. Keywords associated with your business, as well as key phrases used by your competitors, will allow you to understand the way people within your local community are searching for your product or service. If these keywords appear in search results for your chosen local intent, you will have a great opportunity to achieve a high ranking within organic search results.
Once you have understood your customers, it becomes much easier to establish a local seo strategy. One of the first steps is to identify your target audience. This can be based on geography, industry, age, gender and so on. You may also want to take into consideration whether you want to target mobile users or not, as the algorithms used by Google change considerably from year to year. The best local seo strategies will take all these factors into account in order to provide the most relevant search results to your customers.
Once you have identified who your target audience is, you can start to work towards improving your ranking. There are a number of simple things you can do, which will positively impact on your website. Making sure that your website is hosted at a trusted and highly ranked web hosting provider is an important step to consider. This will ensure that you have high calibre links that can improve your position in the search results. If you decide to use internal linking to increase your ranking, make sure that you utilise anchor text links. These are links within text that link to other pages within your site and help to increase the number of incoming links to your local store.
The final area that I’ll discuss is the user experience and how to optimise it to your advantage. A lot of local SEO companies focus mainly on creating high quality content and using keywords to optimise your pages. However, there are some techniques you can utilise to improve user experience, which include: