So, you’ve got a brilliant business idea, a website and, possibly even, stock. What next? If you are hoping to build a local presence, you need to start working on your SEO. Stat. Covering all bases when it comes to local business SEO significantly boosts awareness for smaller sized business and, subsequently, revenue. If you want to become a local hero, you need to target those areas you believe to be beneficial. There’s no need to canvas in the street and shout from the rooftops – we’ve got your backs.
Firstly, you need to know what keywords to rank for. Find the search terms your customers are using, and you are already along that yellow brick road. For instance, if you’re a roofing company, there are a number of keywords that prospects search for. A simple search for ‘roofing company’ pulls back 1,900 searches a month. In simple terms, that high volume means it’s harder to rank. However, search for ‘newcastle roofing company’ (50 p/m), and you stand an impressive chance of appealing to the right people. Next time they search for a roofing company near them, your business will be front and centre.
Today, it’s easier to rank for more niche and long-tail keywords. So, when you are thinking about those broad terms, put the research into the long-tail phrases that may relate. Similarly, Google is more adept at reading natural language and understands that ‘newcastle roofing company’ is relevant to someone looking for ‘roofing contractors’. Thus, placing you in front of more people.
Locally optimised site
One of the easiest local SEO tactics is to optimise your website for your location. Your site should reflect the area you work in – answering any question your prospect may have immediately. A simple solution to improving local SEO is to adjusting meta titles. Include the location and your services. For example, ‘Manchester Wine Sommelier and Event Planning Services’. This will only help you to rank for your chosen keyword, but in relation to the location. So, if a prospect searches for ‘wine sommelier near me’, there you are.
Another option is to include a location page, detailing all of the cities (if multiple) you work in. Similarly, provide case studies for your consumers to help build authority. Plus, if they’ve seen someone receive the services locally, they’re more likely to convert.
However, be aware of location stuffing. It’s all well and good alerting your consumers to the areas you work, but Google will penalise your site if you place the location in each sentence.
Apply a local angle to your content, and you stand a better chance of appealing to your chosen consumers. If there is a local event or festival, attend and provide a write-up. Not only will this help with your SEO rankings in the area, but may even aid in obtaining backlinks from local, and national, sites.
Use your local roots and expertise to answer any question your prospect may have. Doing so will help you outrank your competitors and improve revenue.
Google My Business
Every company should have a Google My Business listing. If you take anything away from this article, it’s that you need to set up a Google My Business page. Now.
Google My Business helps you to show up on the web, providing relevant info to your consumers. We’re talking opening hours, contact numbers, peak busy times, website link, future events and even latest blog posts can be displayed. Similarly, this will get you on the map – critical for consumers looking for relevant businesses near them.
Similarly, Google My Business displays your recent reviews, further encouraging consumers to interact with your business. If there’s anything that gets leads converting, it’s social proof.
Create and claim all available local listings for your business. Each listing on a directory represents a citation, which is taken into account in the Google ranking algorithm. If you want to appear important and build authority – improving your SEO rankings – you need to claim these directories. They are the first tier to link building and can be done within a day.
Reviews can spell the difference between lead conversion and complete and utter failure. In fact, reviews are one of the most important local SEO tips. If you want to push your consumers down the sales funnel, describe the benefits of interacting with your brand. Social proof adds a human element to engaging with your company, and suggests your message is true. If someone else has bought the product and is happy, why shouldn’t they?
Make it as easy as possible for your consumers to leave a review. Offer them multiple channels, such as Google reviews, Facebook etc. Similarly, ask previous customers to leave a review if they enjoyed your product or services. You know what they say: shy bairns get nowt.
Do you sponsor a local team? Work with a local charity? If so, shout about it. There are many opportunities to be seen offline and online. Although, it’s not just about sponsorships. Do you host local events? Have you held a drop-in session in the past? Yes. Well, improve your local business SEO and tell your prospects.
You’ve covered the directories, and now you can reach out to local websites. This type of outreach is better suited to those with unique content. You need to provide these sites with a reason to share your content, and host it on their own page. Therefore, you need to keep your content unique and offer something different to any other competitor. For example, an unheard of angle on a local event. Alternatively, a brand-new event or product launch. Just remember to keep it niche and relevant to your consumers.
Nope, not that Jake Gyllenhaal film but a vital part of your SEO strategy. Add local business schema markup to ensure you appear when your consumers are searching for terms relevant to your brand. Structured data refers to info Google pulls through on your business. This info includes business details, event details, products etc. If you get the source code locally relevant, you stand a better chance of getting in front of the right people.
Optimise your Facebook page to allow prospects to check-in. If your Facebook page is listed as a local business, prospects can do so, and you are likely to gain more engagement on the page. You may also drive referral traffic if their friends then go through to your website and look at what you can offer them. Similarly, if your business doesn’t have a Facebook page, your target audience may look elsewhere.
If you would like to discuss more services to improving your SEO strategy, you can fill in the contact form below and start ‘ruling the world’.