When building your business’s local SEO strategy, what are you prioritizing? Do you emphasize building city-specific landing pages to attract local customers or start networking with other companies that can provide local backlinks? There are dozens of different aspects to a local SEO strategy and success stems from emphasizing the right ones and avoiding common traps.
If you’re not sure where to start as your revamp your website’s local SEO, don’t worry because it’s a common problem among business owners. Start with these 4 steps, steer clear of the distractions, and you’ll be driving down Main Street to success.
Register – Again And Again
The most important thing you can do to draw local attention to your business is to claim your Google My Business (GMB) page – and every other business listing. Your GMB page registers all key business information from your physical address to your website and business hours. It’s the most comprehensive, but not necessarily the most important.
Other web listings should feature a consistent name, address, and phone number for your business; insiders call this NAP and it should also be posted throughout your website; for example, in the page footer. Consistent NAP registration will increase your local SEO ranking and confirm for customers that you really are present in the community.
Build Better Content
Content creation often gets pushed to the wayside within local SEO strategy, unless it’s being used to overload your site with keywords. Avoid this strategy faux pas and work on building a diverse, onsite content base. That means writing blog posts, offering eBooks, sharing infographics, and even developing formal white pages. Your social media posts also contribute to your content.
Modern SEO emphasizes conciseness and quality over length and keywords, so put in the time to create meaningful, high-value web content rather than just an abundance of it. Smarter search engine software is more discerning and posts stuffed with keywords and lacking in content just won’t cut it.
Focus On Loyalty
Local SEO will bring more neighborhood residents to your website, but from there, your design needs to keep them coming back. Two ways to do this are by signing up for loyalty apps that share your marketing principles and creating opt-in SMS marketing forms.
One great digital loyalty app that’s popular and affordable for small businesses is flok. Pronounce like “flock” – because isn’t that what your loyal customers are? – flok is a digital way to track customer visits and offer rewards. Forget cumbersome punch cards because flok covers that function for you.
In the same vein, your website should offer opt-in SMS marketing. Studies show that receiving coupons and sales notifications via text message when near a shop makes it much more likely that a customer is going to come in and take advantage of the deal. Because you’re trying to appeal to a regionally specific audience, these texts have a high value they wouldn’t offer for a national chain.
Represent Your Reviews
Finally, as you work to position your business within the local SEO rankings, don’t forget to post reviews on your site. Though customers will continue to check external sites for further confirmation, sharing local reviews and testimonials on your own page confirms that you’re operating in your area, networking with locals, and that you’re open to feedback from customers. It encourages potential customers to get in touch.
Local SEO is fundamentally similar to SEO strategy more broadly, but it has a very specific audience – and you need to get up close and personal with that community. Find ways to connect and create a sense of place and relationship within your content. You need to be more than just a mark on a map that says “you are here.”
In addition to the above tips, you should also consider staying up-to-date with latest web technologies such as progressive web. Keep studying and learning about the new features launched by search engines and be the first to implement them. It can help you get an edge over others.