75% of Local Mobile Searches = A Visit in 24 Hours
The Shop Next Door
Recently we have been working with our clients to help them strengthen their local search visibility. Local SEO is very different from general SEO, and sometimes even contradicts it. Google announced in their AdWords and Analytics talk at the Google I/O last year that 75% of local mobile searches result in visits to businesses within one day and 28% of those searches resulting in purchases. So as local SEO is becoming more important than ever, check out our top tips.
Local SEO Tips To Get Your Business Noticed
Optimize Google My Business – By “optimize” we mean do everything you can. Fully complete your profile including business hours, menus, etc… Keep that profile up to date. Make sure it matches your website, social media and any other listings that have your NAP (name, address and phone number). The NAP information you have posted throughout the internet should be the exact syntax as Google My Business. Also, ensure that your location(s) is correct on Google Maps. Don’t just trust Google Maps is working, make sure you check the map is showing in the right place.
Put a map on your website – or maps if you have multiple locations – on your website’s Contact Us or similar page. Customers don’t have to leave your site in order to find where you are. Keep in mind that while a map provides a visual reference, it is not always optimal for search engines. When adding a map you should consider including a searchable directory that points to individual location pages within your site. This will provide another data point to search engines. If your Google My Business listing is up to date you can embed Google Maps, showing your listing.
Create local content – This one is obvious. However, you would be surprised how many companies don’t. Create content that is specific to your area. We recommend having at least one page per location or service. However, each page should contain content that’s unique and tied directly related to the area. While it’s okay to have pages with a similar structure (e.g., headers, bulleted format), never duplicate copy. Duplicate content will negatively affect your SEO.
Not sure what kind of local content is appropriate? Here are some examples. If you’re a construction firm, write about local building codes and projects you’ve done. If you’re a law firm, write about local laws and court protocols. Good local SEO talks to your customers like you would if they were face-to-face. Don’t present a generic image; you want to demonstrate your local knowledge. And if you’re mentioned in local publications, promote it. If you’re a local, let it show.
If you follow these local SEO tips, then you’ll be well on your way towards improving your visibility in searches based on location. Are you using localized content on your website?
How can we help?
What do your links and content say about your site’s SEO? What does your data say in Search Console?
We are The Spectrum Group Online, and we offer strategic and tactical consulting so you can monetize your online presence. Call us for a complimentary 30-minute consultation to discuss your website’s user experience and translate that into sales.