Local search engine optimization (SEO) is important to your digital marketing strategy.
Regardless of whether you have one or more locations, you want to increase brand awareness and increase sales. Studies have shown that 46% of all searches on Google are local. Is your brand found?
Local search engine optimization is particularly important for brick-and-mortar stores or for companies that can only operate in a certain service area.
What is location-based SEO?
Location-based search engine optimization (SEO) shows your brand and content for a target location. It is important that you have set up to maximize your search traffic and dominate local searches to increase your sales.
Location qualifiers are city, state, zip code, or service area.
When you have multiple locations, you want to have a strategy that allows search engines like Google to distinguish the different locations and give the searcher the right one.
Starting point or budget
The starting point is that your brand must have a physical address or location in order to appear in local search results. Your company must be listed on Google Maps or other search engines.
If your business address isn’t updated in Google My Business, it won’t show up when someone searches near me.
The next step is to make sure your brand name, address, and phone number are consistent across all online directories. If there is a discrepancy, it creates a problem with Google Search.
After the cleaning is done, the real work begins.
Each location needs a page
Regardless of whether you have one or more locations, they need their own page. Most brands have all of their locations listed on a homepage or contact page and stop there. This is not the way to get your location ranking on page 1 of a search engine.
Customers often ask us whether this is really necessary. Won’t the page contain the same information? We say yes to our customers, this is really an essential step.
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Building a website is about organization and ease of navigation to get the best possible user experience. Part of that ease is also because search engines understand the website and can get better search rankings.
There is no difference in creating location pages. First, the URL should be very clear. The best way to do this is at business.com/locations/city or state. You want it to be very clear and specific. You want Google to index the pages correctly.
SEO on the location page
The next step in the process is to optimize the pages so search engines understand what it is about.
- Title tag – The location and service or product are briefly listed.
- Meta description – The keywords, location, and enticing service or product information must be included in the number of characters assigned for the user to click on the URL.
- Alt image text – The images on the page must contain location and keyword descriptions for optimal optimization.
- content – The content should include the keywords and location keywords.
Google My Business
Google has a Google My Business service that gives you control over how a brand is displayed on Google & Maps. You should set up and optimize a GMB account to help local customers find you too.
GMB has guidelines for optimizing each of your locations, including reviewing each location, listing hours of operation, adding photos, and managing and responding to reviews.
As a brand, you want to get reviews for all of your locations because social evidence is an important part of attracting new visitors. Reviews can strengthen or damage a brand’s reputation.
Getting reviews is an important part of search engine optimization, as is managing reviews for all sites. If you ignore this, it can affect your local SEO. Google displays reviews alongside business listings in search results. Be sure to comment on all reviews, thank the positive ones, and provide a calm, professional response to bad reviews.
Consistency wins the race
SEO doesn’t happen overnight so you have to be patient. SEO can take time to produce drastic results. Be sure to read the reports and analyzes. The more work you put in and the more consistent you are, the better your results will be and remain.
If your brand doesn’t have the extra time to look into SEO or other digital marketing strategies, MaxAudience can help. Our team is trained in web design, content marketing, SEO, PPC, social media and CRM marketing. We will bring you more customers and blow your competition away. Make an appointment today.