Want to Rank Your Business Locally?
No idea what Local SEO means?
Is your business failing to appear on Google’s first pages? There’s a saying around Digital Marketing circles “the best place to hide a dead body is on page 2 of Google Search”
Need not to worry…
This is the perfect guide for any company wanting to increase their visibility on Google SERPS while bringing in more traffic, leads and sales.
What Does Local Ranking Mean?
It’s how often you appear to clients in your area.
Most businesses sell their products to local customers. And correctly targeting those customers is key to getting business.
Unfortunately, most businesses do the opposite. They try to increase incoming traffic as much as possible – without aiming for their target market.
Companies routinely reach out to me saying they want to take on the world selling X product. Now don’t get me wrong, it’s great to have an ambition. But if you can’t dominate your own small suburb how are you going to take on the world?
On top of that, they seek first page results in super competitive niches. But they don’t pay attention to their “visitor locations” and the possibility of easy conversions.
Your Goal as a Business.
Now that you have worked out what areas you are going to target, let’s get onto the strategy..
You need an SEO strategy that ensures you can obtain rankings in your city that has a decent amount of search volume. And this is what we’ll explore today.
We’ll start by explaining how Google determines your local ranking. Following that, we’ll mention 5 tips to help you boost your local presence!
How Google Determines Your Local Ranking.
Google looks at authority, relevance and distance. Those factors make up the bulk of local ranking algorithms.
First – Authority.
It refers to your businesses’ reputation. That is, “how well is your business known online and offline?”
Some places have a prominent offline presence. Google takes that into account, and tries to reflect that authority in its local rankings.
Such businesses include landmark hotels, museums, stores, etc.
But for the most part, Google measures authority based on business’ back links. And those back links include articles, reviews, and social media shares.
Google review scores (and numbers) are also taken into account. Positive/numerous reviews make you more preferable as a Google search result.
Second – Relevance.
Google won’t show your business to every or any searcher in your city. Your business needs to match what your searcher is looking for.
Are you selling the products that a local customer wants? What about product categories? And what about opening/closing times? Does your website have keywords that people will search for when looking for your product or service?
Your marketing should target customers who want what you offer. You do so by letting Google know every possible detail about the services you offer.
Third – Distance.
Google values proximity. If a business is closer to a customer, it’s more likely to show up in search results.
Note: This applies to search queries that don’t specify location.
Putting those Factors into Practice.
Local SEO is similar to normal SEO. The only difference is in how narrowly you target customers.
Below, we’ll help you with that. We have 5 practices you can apply for better local results.
Those practices include…
Most SEO advice tells you to focus on mid-competition “long-tail keywords.” But the focus is a little different for local optimisation.
You still want long-tail keywords. But those keywords must contain a way to signal locality.
You can choose to by very specific by picking keywords with “near me/close by” additions. Random examples include…
How does Google match your business with a potential client? It does so by checking their queries against your business info.
Thus, Google needs your business info. It needs your address, phone number, and business pictures.
For local ranking, Google prefers domains with a location in the URL. This is called an EMD and still does work very well even though Google is starting to crack down on these.
Then no worries. You never have to change your business name to include an address. You can simply create location pages for example (ardentwebsolutions.com/locations/calgary-digital-marketer) add the location you are targeting to the URL.
This is code that you can inject in your contact pages/articles It tells Google more about your business (such as opening hours/exact location, etc.).
Used often, Google will recognise the locality of certain pages. And you stand a better chance of ranking for them!
Another great positive is you can reap the benefits of Schema by marking up reviews and locations which will make your business more prominent on the SERPS.
When people search on Google, they tend to focus on certain results.
The first result (on the first page) is a common choice. Another is what’s called “the local pack,” which is a piece of Google’s estate that’ll get you many clicks.
It’s a block that pops up under Google’s maps whenever anyone searches for your industry.