Updated: Jan 6
Search Engine Optimization or SEO has been the bane of digital marketers’ existence for years. While some thought it to be a dead and outdated marketing practice, it turned out to be very effective – just with a few meticulous tweaks.
One of the ways marketers jazz up their SEO practices is by localizing it - this practice has proven to be of value for small businesses specifically. According to a Social Media Today article, more than 46% of searches on Google are localized. This means that people search for services, products, places, etc. in their local vicinity.
If small businesses serving location-based target markets integrate local SEO in their online marketing efforts, they may be more likely to receive more traffic. Additionally, 28% of the time local searches end in a sale online or offline.
Furthermore, the fact that 80% of disposable income in the United States is spent within 20 miles of the customer’s home is compelling enough to integrate local SEO.
Here are a few tips out of many that can help you get started on the right foot with local SEO:
Google My Business
If you consult any digital marketing professional, this will be the first advice they’ll give you. Google My Business is a way small businesses can verify their business’s presence on Google as authentic.
You can optimize your Google My Business page with the correct address, website link, phone numbers, timings, the exact location you serve (multiple locations if you are based in different areas) etc.
Optimizing Meta Details and Content
The URL of your website, the content you post on it and each web page’s title, headers, meta descriptions, alt-text etc. are all opportunities for optimizing your content for local search engine results pages (SERPs).
The process of optimization is similar to traditional SEO with the addition of geo-targeted keywords.
Another way to use content for local SEO is by adding location pages if you have multiple physical stores and/or an online business that serves particular localities. Not only will you have more pages for Google to index and rank but the addition of location-based keywords and content with details regarding your store, parking situation, nearby location, address and phone number etc. will drive more localized traffic.
Yes, virtual Yellow Pages do exist. You can list your business on these directories based on your location, gaining an additional source of traffic diversion. Additionally, map aggregating platforms such as My Business Listing Manager are also effective options.
One thing to make sure of when listing your business is to ensure all information is correct across all citations. There should be no discrepancies – even in spellings – or Google might not rank your page properly.
Getting Inbound Links
The last in this article but certainly not the least, getting inbound links for your website is a great way to build credibility. Google assesses any high-authority inbound links you have on your website, which increase your business’s domain authority.
For local SEO, these links can come from licensure bureaus such as the Better Business Bureau, local industry-relevant associations, the local government of official agencies, manufacturers, affiliates and more.
The practice of local SEO doesn’t end here. Considering the vastness of the digital landscape, there are various other ways small businesses can use geo-targeting to gain an increased number of local customers that lead to more sales.
With an affinity for research, SEO and digital marketing, Pendragon Consulting has the tools, skills and insight necessary for making beneficial use of local SEO. Have a chat with one of our experts to discuss your local search needs by contacting us through our secure website.