SEO for a local company is different to advertising for a national or even international one. The search engine optimization has to be tightly focused. Then people in the local area can find your services. Getting it right involves optimizing your website and making use of other tools. For example, Google’s My Business Page feature is important. There are many factors that go into creating a successful local SEO campaign. They range from using the right images to gaining valuable links. If you want your local SEO to work out, you need to use the tips below to get started and take it further.
Use a Local SEO Expert
Many small business owners choose to handle their own SEO, or at least play a part in it. Even if you want to be involved, it’s a good idea to get some expert input. Look for an SEO marketing firm that has plenty of experience in handling local SEO. You should ensure that they have the right skills and knowledge to build an SEO campaign for a local company. They can help you reach your audience, whether you own a brick-and-mortar store or a service that delivers locally. They can get you started by performing an audit. Then they can handle everything from on-page SEO to your Google My Business page.
Focus on Conversions
When you’re building your SEO campaign, you need to remember that you want conversions. High traffic to your site is all well and good, but it’s no use if nothing comes of it. You need your campaign to create value for your business. You don’t want it just to send people to your site who aren’t really interested. Whether you’re trying to encourage newsletter sign-ups or increase sales, it’s conversions you want. You need to focus on them from the beginning. Don’t increase traffic and then worry about conversions later. Get the right visitors to your site right away.
Create a Google Business Page
If you don’t already have one, you must set up a Google My Business page. This is essential for any local business that wants to rank highly in search results. It will help you get your company to the map search results at the top of a local search. Don’t just set up your page and do the bare minimum, however. You should make an effort to make it as complete as possible, and to keep it maintained. Write a description of your business, including all the relevant contact details and images too. If you have more than one location for your company, creating a page for each location may be a good idea.
Encourage Google Reviews
Your business listing will look much better on Google if your page has ratings and reviews. There are a few ways that you can encourage people to leave reviews for you and make it easier for them. When you have completed an order, you can prompt clients to leave you a review in your final contact with them. You can also use your Gmail contacts to get in touch with customers easily and ask them to leave a review. Remove “posts” from the end of your page URL and replace it with “?hl=en&review=1”. This will automatically take them to your review page. It helps if you give people a guide on how to leave a Google review, as some people may be unsure about where to start.
Don’t Neglect Photos
The images you use on your Google My Business page are more important than you might think. When users hover over your listing in search results or see you in Google Maps, they will see your photos. So it’s essential to select quality images that represent your business and what you do. Don’t use generic pictures when you can use one that’s relevant to your products and services. There’s no point having an image of a sandwich if it isn’t one of the ones you sell in your delicatessen. This helps to boost your click-through rate to your Google My Business page and your website.
Include a Website Contact Page
On your website, make sure you have all your details set up and easy to find. They need to be visible to both search engines and people. You need to put these details in crawlable HTML text. Some people only include them in images, which means that they can’t be read by search engines. You should include your name, address and phone number on your contact page to improve the SEO on your website. As well as a contact page, it’s a good idea to put these details in the header or footer of your site. If you have different locations, create location pages for each of them.
Optimize Meta Titles and Descriptions
Include your location, as well as other relevant keywords in meta titles and descriptions. Title tags need to be for the user and the search engine. Include essential information that matches what people are searching for. They should be useful to their needs. Your meta descriptions are better if they’re geared towards users. They will help people decide whether your link is relevant to their needs and if it’s worth clicking on it.
Get High-quality Links
Links are essential for any SEO campaign, including local ones. However, the quality of your links is more important than the quantity of them. It’s much better to get a very valuable link from a respected source than to get many of them from questionable places. Getting the best links possible can be difficult but it’s certainly not impossible. You can find lots of resources to help you with link building and make it simpler. It’s best to use the landing page for your Google My Business page, which is the one you put in when you set up your page.
Getting the right clients is even more important when you run a local business. You can’t draw in your customers from far and wide, so make sure you’re attracting them from nearby.