Are you local? If not, you should be. Local search engine optimisation is becoming an increasingly important part of the marketer’s toolkit, as it becomes harder and harder for brands to enjoy strong visibility online. This short introduction to local SEO gives you the basics to kick-start a successful local campaign.
What is local SEO?
Firstly, local SEO is the practice of giving consumers search results that are based on their specific location. You may yourself have been there. Have you ever googled ‘pub near me’ or ‘pizza restaurant in Liverpool’? Best practice local search strategies ensure that local businesses have prominent positions in search engine results.
There are a few ways that you can successfully execute a local SEO strategy, these include:
– By peppering your on and offsite content with localised, rather than generic, keywords.
– Getting listed on directory services like Google My Business, Trip Advisor, Yelp et al.
– Creating landing pages for each of your stores, with specific local information (contact details, current offers, etc) for each one.
Further to this, some of the benefits of harnessing local SEO in this way are:
– Increased traffic – a better search position means more eyes on your pages.
– Local SEO reaches smartphone users – today more and more people are using their phones to search for local businesses.
– Building brand awareness through online reviews.
– Developing a strong reputation in your local community.
– A local SEO checklist
To clarify, to get started with developing a local SEO campaign today, take a look at the (by no means exhaustive) checklist below:
– Try Google’s Keyword Planner to get create a list of local keywords
– Sign up to several business listing and directory services (Google My Business is a must) and fill them with accurate information – and keep them updated.
– Localise your website’s title tags and meta descriptions where necessary.
– Monitor and respond to local online customer feedback.
– Produce local content – like local guides, local news, etc.
– If you have a lot of stores, create bespoke landing pages for each specific one.
– Implement a store locator so consumers can find your shops quickly and easily.
– Ensure your website is moble-first, this means it’s optimised for viewing on smartphones and tablets.
– Build relationships with other local websites to get a foothold in the local community.
In conclusion, as the digital space becomes only more and more competitive, local SEO is emerging as a new way for businesses to really start to rank online. While it’s important not to take your eye off the bigger picture, getting local is really where it’s at. For more help and advice on SEO or any other aspect of digital marketing, contact us today.
