On-page Optimisation
The information you include in your on-page content, whether this is web pages, blogs, landing pages or product descriptions, needs optimising for local SEO.
This requires careful crafting of content because you want to incorporate keywords and location information organically into your copy.
Areas to focus on are:
- Localised content – enabling you to include your location by mentioning things like local events or places
- Location-optimised keywords – for example, plumbing repairs near Sheffield
- Titles and meta descriptions – where possible, use locations and local SEO keywords in titles and meta descriptions (HTML code)
Inbound Links
Links to your site from other sites (inbound links or backlinks) are tried and tested boosts for local SEO.
These links must come from a trusted source, however, to become a significant factor in your local SEO ranking.
Establishing and using these links is one reason networking can be such an important strategic business tool. If you can leverage your local business network for links, you can start building quality inbound links.
Think in terms of bodies such as your local Chamber of Commerce or trade association. Or consider other businesses with whom you have clear synergies.
Google My Business
Google My Business (GMB) is a highly significant off-page ranking factor. This enables Google to list your business and it makes your business profile visible to Google.
GMB is also where your customers can leave their reviews, which we’ll come to shortly.
It’s worth putting time and effort into your GMB entry – if Google verifies your business as authentic then it’ll have a positive, visible and measurable impact on your local SEO ranking.
GMB is also good for building your customer base, by providing potential customers with useful information about your business, such as opening times and any special offers or discounts you’re running.
You can also engage with your target audience by sharing content you include on GMB via social media.
Online Reviews
Third-party recommendations are an excellent way of building trust with prospects and customers online. The online review is a long-standing feature of online trading and it plays a key part in local SEO.
By encouraging customers to share reviews online, via your GMB page, you can boost your local SEO rankings.
Quality and quantity are both important here. Obviously, you want a positive review, but Google also likes a steady stream of them.
The language customers use in reviews also influences SEO. If customers mention a town, city or other local keywords, this signals to Google that you’re a trusted local business.
You can also improve your online presence, and ranking, by responding to reviews and interacting with customers. Google counts the percentage of reviews you respond to. However, it counts your negative review responses too, so you should factor this into your customer relations.
Mobile Responsiveness
Most online businesses should, by now, be aware of Google’s mobile-first indexing.
Mobile-first goes hand in hand with local search. 88% of people who conduct a local search on their smartphone visit a related store within a week.
People use their phones to look up reviews, search for your contact details and confirm where you’re located. And mobile users find Google Local Pack very useful when searching for local businesses.
If you want your local SEO strategy to work, optimising your website for local isn’t simply best practice, it’s essential.
Other Ranking Factors
Beyond these fundamental Local SEO ranking factors, other factors also apply to SEO in general, such as:
- Keyword relevance and the amount of quality content across your entire website
- Your website’s domain authority
- Quality content volume on your service pages
- Your click-through rate from search results
Get professional help
SEO can seem like a complicated and confusing process to understand and do well.
If you’re running a business with hundreds of competing demands, you might feel you have neither the time nor expertise to do the job as well as you would like.
Professional SEO support can turbo-charge your search engine rankings.
At Aqueous Digital we develop sustainable, long-term SEO strategies that help you achieve your goals.
For advice and support with any aspect of your business’ SEO contact us today, 0800 285 1424
Further reading on SEO
Aqueous Digital’s Guide to the Top 501 SEO and Digital Marketing Terms
Aqueous Digital’s Ultimate Guide to the cost of SEO in the UK
How long does SEO take to work?
What is Technical SEO?
What is Local SEO?
SEO vs PPC
Link building and outreach
What are the most important SEO ranking factors?