How to Optimize Your Website for Local Search Engine Optimization
Local SEO tactics span multiple websites and make your online presence local to your target audience. These strategies work for businesses with multiple locations, since the same techniques apply to each one, and they help you reach more people in your area. Below are practical tips drawn from common local SEO guidance to help your business show up in local search results.
Keep your website current with relevant content
Make sure your site is up to date and has relevant content. If you are focusing on local SEO, prioritize answering local queries, especially in articles promoting local businesses. Avoid fluff pieces and provide useful information instead. Use Google’s Trends tool to see how your content is performing in local search results and adjust your strategy accordingly.
Do keyword research for local queries
Use Google’s Keyword Planner to find keywords that match what local customers search for. Local SEO depends on choosing the right keywords for the area you serve, and a good keyword research tool makes this easier. You can also use news stories about local functions to target local SEO keywords.
Manage reviews and your public profile
Many local businesses rely on customer reviews and public perception for their success, so an accurate representation of your business online is essential. Encourage and respond to reviews so your local profile reflects the real customer experience.
Embed Google Maps on your site
You can embed Google Maps on your website to show your location and nearby amenities. The process is simple, but avoid overdoing it, as Google has recently cracked down on excessive map embeds.
Build local content and links
Create content that is local to your target market. A blog post showcasing your business does not need to be written in English to count, and updating an older site, such as a plumbing service page, to reflect the latest version of your business is worth doing. For link building, get external links from other businesses that relate to your business. Quality links from local sources improve your ranking and are a valuable asset for visibility in Google search results.
Add structured data and a strong local presence
Add structured data to your site so search engines understand your business details. A local SEO page on Google will increase your chances of getting ranked. If your site is not properly optimized, you will not be found by potential customers. Aim for a high PageRank score, since Google’s algorithm uses it to rank local results.
Use social media to support local SEO
The best SEO campaigns also incorporate social media strategies. More than four out of five searches in Google are local, and those consumers are motivated to purchase products and services in their area. By making your website local and active on social channels, your business will be found in Google’s search results and the information you provide will reach the people most likely to buy.