Ever since Google’s Panda and Penguin updates, Local SEO is increasingly becoming a challenge for businesses. While they need to target location-based keywords, it needs to be done without over stuffing of local search phrases. Similarly, it is no longer enough to have a multitude of links, without an emphasis on their relevance. However, Local SEO, if successfully implemented, can help small and medium sized businesses develop qualified traffic that has a high conversion rate and a high ROI(Return On Investment). Below are some Local SEO Strategies that can help boost a site’s rankings:
To optimize local search, the first & foremost step, would be to research keywords, which are relevant to both the industry and location. Sophisticated tools like ubersuggest can aid in relevant key word generation. Adding a reference to the city or town, where the business is located, makes the keywords locally relevant and helps improve search engine ranking. Once keywords have been researched, it is imperative to determine if the chosen keywords along with the location, trigger a local algorithm. In case the keywords do not trigger a 7 pack, a traditional SEO strategy needs to be adopted in favour of a Local SEO strategy.
An important determinant in Local search is the location of the business in the city. The Google algorithm gives preference to businesses located in the centre of the city. However, if the business is located far away from the city centre, it could still outrank competitors, if the business scores highly on other areas such as content, quality links etc.
It is crucial, that the business name, verified business address and phone number (NAP), are well defined. All the NAPs across directories should be consistent & identical to ensure optimization. The phone number should ideally be listed with the city code. In order to ensure that Google knows where the business is located, it will also help to embed a Geo Sitemap. A well written description of the business with the relevant keywords, is another helpful SEO tool.
Besides identifying one’s own business, it is also important to identify competitors. To achieve this, the Google query- related: yoursite.com, can throw up relevant results. Alternately, it can also be of relevance, to determine how many Google results show up against the NAP of the highest ranking business in the search results & the lowest ranked business in the 7 pack. This will help the business determine, the number of results the site would have to exceed, in order to be included in the 7 pack.
In order to optimize the site, geo-specific information and keywords should be added in the title and meta descriptions. The title tag should include the keywords and location, while the meta description should also include the business address and phone number. The location and keywords, should also be included in the url of the website landing pages
To ensure effective local SEO, it is extremely important to claim & optimize local business listings. This not only means being listed on Google Places, but also being listed on local directories that cater to the geographical area as well as the line of business.
Finally, building high quality links from websites that are relevant in terms of niche and location, will lend a degree of credibility. Overall, follow links are a critical focus for building Page Rank as well as for the success of local SEO strategies.
The above Local SEO strategies will go a long way in ensuring that the website features in the coveted first page of the local search results.
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