Search engine optimisation (SEO) is important for all businesses, as it encourages higher visibility in the search engines and more web traffic. However, local search engine optimisation is even more important, especially for small business owners with a physical bricks-and-mortar establishment.
Local search optimisation involves optimising a business’s online presence to rank higher in the search engines for relevant searches with local intent. What does this mean exactly?
The Basics of Local Search Optimization
Search engines, particularly Google, have changed the way in which they rank websites. In fact they’re constantly changing the way they rank sites and there won’t be any let up on this any time soon. Ever since Google’s “Pigeon” update in 2014, there’s been a growing emphasis on searches performed with the goal of finding things within a specific geographic area. If you search “tennis clubs near me,” for instance, Google assumes there’s local intent, so it reveals displays listings of local hotels in your area.
Local searches can occur when geographic modifiers like city, town / state, county, post code / zip code or “near me” are added to keyword searches. However, Google may also assume certain searches have local intent, even if they don’t have any geographic modifiers. Searching “tennis clubs” in Google, for instance, will likely reveal custom results of tennis clubs in your area. Google looks at your Internet Protocol (IP) address, using this to determine which tennis clubs are closest to you.
With local search, you’ll increase your business’s visibility in the search engines for searches performed with local intent.
#1) Create a Google My Business account
There are several places in Google where your business can appear for local searches. Assuming your business has a website, and it’s optimized for local searches, it can appear in Google’s organic search results. Additionally, your local business can appear as a Google My Business (GMB) listing, which are found between the organic search results and sponsored ads.
Google displays the top three most relevant GMB listings for local searches at the top of the search results, along with a link to “More Places.” Ideally, local business owners should strive to get listed in the top three listings here. Known as the “3-pack,” these listings receive significantly more traffic and visibility than their lower-ranking counterparts.
According to the Moz 2017 Local Search Ranking Factors report, the most influential local search optimization ranking factor for Google’s coveted 3-pack is GMB. You can create a GMB listing by visiting google.com/business and following the instructions.
Here are some tips to optimise your GMB listing for local searches:
- Claim your GMB listing by verifying it with Google.
- Upload photos of your business and its products.
- Encourage customers to leave reviews on your GMB listing.
- When a customer leaves a review, respond with a friendly message.
- Ensure your business’s information, including hours of operation, prices, address, phone number, etc, is all up to date and accurate.
- Include a link to your business’s official website.
- Write a brief description of your business about what it offers.
#2) Online Directories
Submitting your local business to online directories such as Yelp, CitySearch, Angie’s List, FourSquare and Merchant Circle can also improve its visibility for local searches.
When submitting your business to these directories, you can include relevant information like your business’s street address, phone number, email address and website URL. This information is collectively known as a local citation, and search engines scan these local citations to choose rankings for local businesses.
The more citations you create, the more signals it sends to search engines. When combined with the other practices listed here, submitting your business to online directories can help you achieve higher rankings for local searches.
#3) Name, Address and Phone Number
Another influential factor in local search is your business’s name, address and phone number (NAP). Like online directory listings, NAP is a local citation that search engines use in their ranking algorithms. If search engines see your business has a Los Angeles address and phone number, you’ll have an easier time ranking for Los Angeles based local searches.
You should stick with the same style and format when publishing your business’s NAP, however. Publishing your business’s address as “715 Easy Street Suite #4” on your website and “715 Easy St. #4” elsewhere can confuse search engines. While search engines can typically distinguish between subtle nuances in formatting, using a consistent NAP helps them determine the correct information for your local business.
#4) Geo-Specific Keywords
When optimising your business’s site for local searches, include some of the geo-specific keywords for which you are trying to rank. If you publish an article about a new service offered by your business, for instance, let visitors know that it’s available to residents in your city and state. You can even make these geo-specific keywords stand out by italicizing them or making them bold.
In addition to using geo-specific keywords in your site’s content, you can also include them in your page titles and meta descriptions. Keep in mind, though, that Google only displays the first 50 to 60 characters of the title tag and 160 to 200 characters of the meta description (spaces included). So, check to make sure your titles and meta descriptions aren’t being truncated.
#5) Encourage Customers to Visit Your Website
Don’t be afraid to ask customers to visit your business’s website. Not only does this create stronger brand recognition, but it can help your business achieve higher rankings for local searches.
If search engines see a significant number of users in a particular area visiting your website, they’ll associate your business with the respective area; thus, helping you rank for those local searches.
You can encourage customers to visit your business’s website by giving them a discount or promo code that’s only good on your site. Possibly give some thought to incentivizing people to rate and leave a review about your business on Google too.
#6) Local Structured Data Markup
One of the most under-utilised local search strategies among small businesses is structured data markup. Also known as schema markup, it’s designed to provide search engines with additional information about your site — information that’s not acquired through conventional crawling. According to ACM Queue, however, only 31.3 percent of all websites use structured data markup.
With structured data markup, you provide search engines with more detailed information about your business, such as product prices, customer reviews and location-based offerings.
Following the tips listed here will help your business achieve higher rankings for local searches. Remember, though, that local search optimisation, same as general SEO is an ongoing process that requires constant attention and work. So keep at it and you’ll see that it is definitely worthwhile!
