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How to do and improve local SEO

How to do and improve local SEO

Drive Traffic


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Local SEO is a must for local businesses. Why? Because 46% of all Google searches are performed by users seeking local information, such as a nearby salon or grocery store. This means that local SEO optimisation is vital in your marketing, since it’s highly likely to bring new business from customers performing online searches. In this article, we’ll provide 4 easy tips for doing local SEO. But first, let’s dive into the concept of local SEO.

What is Local SEO?

SEO, or Search Engine Optimisation, is the practice of trying to bring more traffic to your business website from search engines. How does that happen? If a user types “tax consultant in Birmingham” into Google, they would ideally see your website on the first search result page and click on it.  

So SEO is the practice of trying to rank as highly as possible on search result pages that are relevant to your business, in order to bring more potential customers to your website.

Local SEO focuses specifically on local searches, such as “tax consultant near me”. So, when performing local SEO, you’re actually trying to drive more traffic from local customers, who are based near your business to your door.

Local SEO strategy

1.       Make Sure To Have a Clear Address on Your Website

This might sound obvious, but you’d be surprised how many local businesses don’t have their address clearly stated on their website. They invest their time in finding the best images and listing their services and products – only to forget to add their address to their site, or thinking that a phone number is enough.

Search engines “crawl”, or scan, websites to figure out how relevant they are to each search. If your address isn’t clearly stated on your website, you’re risking going unnoticed by search engines and by potential customers. It’s important to have your address in either the footer, or the header, of your site, or both. Many businesses also feature a “Contact Us” page with a phone number, links to their social profiles and the location of the business.

2.       Optimise your Google My Business Listing

As a local business, you might have a business listing on various directories, such as Yell UK or Scoot, and that makes perfect sense. But you should dedicate special attention to your Google My Business listing. That’s because Google combines its business directory with its search engine, meaning that Google My Business listings will always appear first when a user searches for a local business.

So, by optimising your Google My Business for SEO, you will have a better chance of driving local search traffic in your area to your website. Firstly, make sure to set up your listing correctly, with your full address and with all the business categories, services and products relevant to your company.

Secondly, it’s important to keep your Google My Business listing up-to-date, with fresh information and images, as well as posts about promotions, special offers and your business’ news. Here is everything you need to know about creating and optimising your Google My Business listing.

Also, don't forget to include the local keywords you want to ranking for, in your title tag, URL and on-page content. For this you must first do keyword research.

3.       Ensure Your Website is Mobile-Friendly

More than 60% of all online searches are performed from a mobile device. It’s highly likely, for example, that a user Googling “restaurant near me” is outdoors, using a mobile phone to find your local business.

It’s critical that your website is optimised for mobile devices, so you don’t miss out on these potential customers.

When “crawling” websites, one of the factors determining how high a website will rank is its mobile-friendliness. This means that by making your website mobile-friendly, you will not only be making it more accessible to customers visiting it on their smartphones; you will also have a higher chance of ranking high in local search results.

4.       Boost Your Positive Reviews

Review sites are a great way to boost your local SEO. Directories such as Yelp or Trustpilot enjoy particularly good rankings when it comes to local searches, and you should tap into that resource.

The best-reviewed businesses get the top spots on review sites, so in order to get ahead of the competition, you should invest in boosting your positive reviews. There are several ways to do this. Firstly, don’t shy away from reaching out directly to your customers and asking them to review your business if they’re happy with your service.

You can reach out in person or even launch an email campaign inviting your customers to click on links to different directories. Another way to boost your 5-star reviews is through a social media campaign. You can even offer customers rewards for reviewing your business. You can also embed links to review sites on your own website, so customers going on your site can click on them and upload their review.

5.       Add Customer Testimonials to Your Website

A local business address relevant to the search isn’t the only factor Google is considering when ranking businesses in its search results. Trust is another factor you should check out. The best way to achieve this is by featuring customer testimonials on your website.

Customer testimonials are success stories in which your customers can share their view of your business. They can talk about the great service you provide, about your quality products and about their relationship with you and your local business, to give just a few examples.

You can create short and low-budget video interviews in which you ask customers questions such as “How did you first become aware of the company” or “Would you recommend this local business to your friends” and then post the video on your website.

If video seems like a lot of trouble, you can go for written testimonials, preferably with a picture of the customer, their full name and, most importantly, their location, i.e the city where they live. Those kind of “trust signals”, combined with further mentions of your business’ locale, are likely to boost your local search rankings on Google and bring more local customers to your door.




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