10 Ways to Optimize Your Website for Local SEO

Written by neatly.io on 31st March 2020

Search engine optimization (SEO) is no stranger to any business or webpage. It is a useful marketing strategy that you can use to reach more customers in the online space and potentially increase your returns. Local SEO is necessary for smaller businesses that function on a regional level.

Optimizing your local SEO leads to get more website traffic, sales, and conversions since the strategy is more relevant to engage the local customers. For instance, if a user searches for a specific product, service, or industry, then includes a location, then the search engines recognize there is local intent. For example, “SEO Company” is an organic search, but “SEO Companies near me” or if you are targeting a particular city say Melbourne then “Melbourne SEO Company” would be local searches. 

With local SEO, your content can reach users who are near or in the locale of your business, indicating potential new customers. Similar to organic SEO, there are several ways in which you can optimize your website for local SEO. Here are the top 10 ways to optimize your website to make your local SEO success.

Identify Local Search Terms

Local searches tend to be different from regular informational searches since they usually have a purchase intent behind them. These queries typically come with a location or the phrase “near me” since users are looking for places near them. In local searches, you will see information like contact details, business description, products, or services offered, all of which you can submit in your Google My Business panel.

 Optimize Your Meta Data

Metadata are a huge aspect of any SEO strategy, but they are often overlooked since much of the focus often goes to keywords. Regardless of your search rank, meta-descriptions of your webpage have a significant impact on the users’ first impressions on your site. At times, it is so vital that it can be the factor that prompts a user to decide to click on your website in the first place. 

Localize Your Content

Since you are targeting users who can turn into customers, you have to make sure your content is based on local searches and relevant to your location. Focus on putting out quality content that is well-researched and engaging as this will play a huge role in your local search rank and conversion rates. If you have many locations or branches, make sure to have separate landing pages for each so you can reach the users who are in the right place.

Target Local Keywords  

In local SEO, you need to make your keywords more geocentric to ensure that you can reach users who are found in the locale of your business. Always remember that your ultimate goal is to find users who will convert to paying customers. Thus, even though local keywords may comprise a lower search volume, they increase the potential of boosting your conversion rates.

Say, for example, that you are from the city of Melbourne and looking for an SEO company to help you with your marketing. If you typed in “SEO Company” into your search engine, then you would find several companies from all over the world in your SERP. Instead, it would be better to type “Melbourne SEO Company so that you will find companies that are found in your location.

Create A Page for Every Product, Service, and Location

If you offer several products or services or cater to many different locations, make sure to create individual pages for all these things. Consolidating all your information on a single page makes it more challenging to navigate on the users’ part and more difficult to segment on the search engines’ part. By creating separate pages, search engines can rank each of your web pages individually, boosting the chances of increasing your site visibility. 

Use Local Business, Organization, Product & Service Schema 

Schema markup is a perfect way to promote your business since you can use the local business schema to add rich snippets to your webpage. Adding schema to your site’s URL will help search engines better understand the nature of your business and suggest it to your target audience. It is particularly useful for local SEO since it gives users more information about your business from the search page. If you own a restaurant, for instance, then using schema markup will allow users to see relevant details like your location, opening hours, and the like immediately from the search page.

 Update Nap Citations on Your Website

NAP is an abbreviation for Name, Address, Phone Number, and it is commonly cited at the footer of your webpage. Since you are trying to boost your local SEO, you need to make sure your NAP citations are accurate and updated for every page of your website.  

Setup Social Media Signals 

Social media is another excellent platform for you to advertise your business. Facebook, for instance, allows you to create a business page, so you can keep your customers updated with all the pertinent details and information about your business. More than this, however, having a strong social media presence pointing to your location can also help with your local SEO and potentially increase your rank.

Prioritize Reviews

Getting positive reviews from your customers is a good sign not only for your brand reputation but also for your local SEO. As you continue to grow your business, you want to make sure you have high ratings and good reviews to get more users to convert and to be more recognized by the search engines. The more positive reviews you have, the more likely search engines will suggest your page to users. 

Implement SEO Best Practices Throughout Your Website

Ultimately, implementing the best SEO practices will give you the best possible results.  The Internet has become more competitive through the years, so you may have to continue to refine your strategy to ensure that you deliver quality content, optimize your website, and implement practices to increase your search rank. 

Implementing local SEO has vast benefits for your business if you operate geographically since you can attract customers with your website and convince them to convert to customers. Though some of the methods, such as local keyword searches, may take some time to learn, there are clear benefits to improving your local SEO strategy.