Local SEO is no longer the future; it has long been part of the present. In fact, it is one of the most important pillars in a balanced online marketing strategy. Developments around local SEO follow each other in rapid succession thanks to increasingly intelligent search engines. And it is up to you not to be left behind. Because for many companies, there is still a lot to gain in terms of local SEO.
Indeed, the modern user expects search results to be tailored to the specified location. Local relevance is thus the key to increased traffic and offers plenty of opportunities for both local and larger-scale businesses. In recent years, more and more organisations are therefore choosing to apply local SEO. This is mainly because everyone uses a smartphone these days. So now you know exactly what to do: be where your target audience is.
Why local SEO?
Searching for a keyword in combination with a place name? Then you will automatically be shown location-specific information for the entered search term. So for example for the search terms 'supermarket The Hague'. Are you only searching for the term 'supermarket' and do you have location enabled on the device you are using? Then you will also be shown location-based information for the search term entered. And that is not only beneficial for the user, but also for organisations operating locally. Because in 2017, more and more searches have a local character. In addition, these searches are also increasingly taking place from a mobile device.
The rise of mobile devices has meant that search is no longer done from a fixed location, as it invariably was from the desktop not so long ago. The search engine is responding to this shift, trying more than ever to show the most relevant search results to its users. The location searched from is increasingly important. The internet has adapted to the user at lightning speed. And now it is also up to you to adapt nicely.
Tips local SEO
With local SEO, you do nothing but optimise your website for search terms that are local in nature. This ensures that when someone in your area searches for a search term related to your business activities, your website should rank higher. So the goal is exactly the same as with regular SEO; to rank high and attract relevant visitors. The tips and tricks below will get you started:
1. Landing pages
Landing pages and SEO always rely on each other, and that includes local SEO. Indeed, without local landing pages, there is no local SEO. Landing pages should be set up based on the combination of keyword(s) + location. Even with multiple locations, you would do well to respond to this separately. However, always ensure unique and relevant content. As many visitors come from a mobile device, it is also important to optimise mobile usability. Work with clear call-to-actions and pay attention to page load times. Speed counts, especially mobile.
2. Rich snippets
The premise is simple: you want to stand out. Fortunately, your website can be conveniently enhanced with so-called rich snippets. These are useful additional information that make search results stand out more. They also help online users scan search results better and search engines learn more about page content. Some examples of rich snippets that are important for local SEO:
- Address details: If you want local searchers to be able to find your business, it is obviously important that they know where you are located. But more importantly, they should be able to see this information at a glance and access it in Google Maps.
- Phone number: for this, the same applies as for address data, with the added advantage that the number is clickable on a mobile device with a phone function. As a result, the user will have you on the line after just two clicks.
- Opening hours: Mobile users in particular are looking for quick information. As many smartphone users are on the move, many mobile, locally targeted searches take place with a specific end goal. Plenty of opportunities therefore.
- Reviews: every user wants to know what other people's experiences are with your organisation. Thanks to the inclusion of reviews in the form of 1 to 5 stars, reviews about your company are visually displayed. Eye-catching and very clear!
3. Technique
The website techniques applied is an important SEO pillar and so is local SEO. So with this, the exact same applies as with any landing page; limit unnecessary code and keep load times as low as possible. For example, if you use a store locator from JavaScript at multiple sites, that is not exactly beneficial from an SEO perspective. So the trick is not to let the increase in location-based landing pages come at the expense of overall usability.
4. Link building
New landing pages alone won't get you there. After all, the new pages have to be found by the user. Especially the number of external references (read backlinks) is still very important. It is therefore a good idea to invest in high-quality links. Of course, you should vary the anchor texts used, but the search terms and locations should also be clearly incorporated in the link texts.
5. Google My Business page
Before Google My Business launched in 2014, with Google Maps, Google Places, Google+ Local, and Google Plus, we couldn't see the forest for the trees. Fortunately, this has changed. With Google My Business, you manage all the details of your business in a single environment. Think of the address, phone number, opening hours and photos. In other words, more clarity for businesses and more clarity for users.
6. Social media
Actually, it is an open door to point out that you should have a presence on social media with your organisation. Nevertheless, we want to reiterate the importance of social media. After all, contact that is local in nature is associated with a certain sense of familiarity. Because online contact, on the other hand, creates distance, it is in any case important to approach the personal nature as much as possible. Thanks to social media, you can still give your business a face. The fact that Facebook's star rating can be reflected in a company listing should be enough reason to create a Facebook business page. For online users, it further provides reassurance when they see that a Facebook friend already has experience with your business.
7. Consistency
Since local SEO uses local information, it is important that all the info to be used is correct. Yet it turns out that many companies are not consistent in stating their NAP data. If these details are not the same on different online sources, this can negatively affect your rankings in local search results. Not to mention the ambiguities that arise for users. To check if your NAP data is consistent, you can, for example, google your own business name and check the search results.
Local SEO strategy
People who search locally do so action-wise because they need a nearby shop or visiting address quickly. As a result, they also have a higher propensity to buy and convert significantly more. It is actually the ideal starting situation, at least if you do it right. However, to market all the location-based content created, a local SEO strategy is indispensable. Fortunately, you know exactly who your target audience is and where exactly they are located. Local search engine optimisation offers plenty of opportunities for businesses operating locally, but it is only one part of the overall SEO strategy. So target local visitors head-on, but don't lose sight of the big picture either. Only when all online components fit together seamlessly will you achieve maximum SEO results. A good local SEO strategy therefore looks beyond the region.
Local SEO specialist
Local SEO is constantly evolving. After all, Google is constantly making updates and tinkering with the display of useful information in local search results. By following Google closely and responding quickly to updates, a local SEO specialist ensures that your organisation is as visible as possible to the users you want to reach. This also means that you want to be advised by an expert who is up to date with the current state of the online marketing landscape. Fortunately, opportunities abound. Indeed, today the online opportunities lie with local entrepreneurs. However, make sure you grab these opportunities with both hands. Because there is more to it than just being found. Our team of experienced SEO experts can therefore also help ensure that new website visits actually convert into customers. Because at the end of the day, that is what it is all about, hard conversion.
Want to know more?
Local SEO is in full swing. Optimising local findability is therefore indispensable for any business. Do you want to reach your local visitors? Then take contact on, and we will be happy to help you.
