Optimizing your pages for local SEO is one of the most effective ways to promote your site, gain a better organic ranking, and attract quality local traffic. Below are three tips to help you make the most of your website and increase traffic.
Why local SEO matters
Local SEO helps you gain a loyal customer base. Local audiences are more likely to return to your store after finding information about you, and they are more likely to buy from a business that is more visible than competitors. Almost 78% of location-based mobile searches result in offline purchases.
Local SEO also benefits businesses with multiple locations. You can target multiple locations with one effort and see the results spread across several branches, then scale those efforts as you expand.
Keep your content accurate and refreshed
Make sure your website contains accurate information and is updated regularly. Google favors fresh content, so keep your pages current. Adding your address to your website is part of any local SEO package, allowing people to contact you without leaving the site. The information you provide should be accurate and relevant to the locality you serve.
Measure results with Google’s free tools
If you are not sure your local SEO efforts are paying off, use Google’s free tools to measure their impact. Google Analytics lets you monitor traffic generated by local search and see how many calls and directions your website receives. Without results, the investment is wasted.
Use structured data markup
Structured data markup relays important business information such as business name and address in a format search engines understand. Use the Google Structured Data Testing Tool to find and optimize your pages for this type of information. Once your Google My Business profile is optimized, expect a noticeable lift in local search rankings. Businesses that gather reviews and positive feedback from customers are well positioned to succeed online.
Make the site mobile-friendly and secure
Your website should be mobile-responsive. If links do not work on a phone, visitors will not stay. Use an SSL certificate through your domain provider to keep the site secure. Give page titles clear keywords and avoid duplicate titles so they do not compete for page rank. Include a single keyword in your page title, meta description, alt tags, and headings.
What has changed in local SEO over time
Google’s algorithms change frequently. In 2007, an update to the algorithm killed the 10-list SERP and merged standard search results with other verticals. Local SEO has remained relatively stable since then, though recent algorithmic changes may make it harder. Test local SEO results before committing to a comprehensive strategy, and focus on a strong presence in your local market.
FAQ
Why is local SEO important for a business?
Local SEO helps build a loyal customer base, increases visibility over competitors, and drives purchases. Almost 78% of location-based mobile searches result in offline purchases.
How can I measure the impact of my local SEO efforts?
Use Google’s free tools, including Google Analytics, to monitor traffic from local search and track how many calls and directions your website receives.
What on-page elements should I optimize for local SEO?
Include accurate business information such as your address, use structured data markup for business name and address, keep the site mobile-responsive and secured with an SSL certificate, and place a single keyword in your page title, meta description, alt tags, and headings while avoiding duplicate titles.
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