Local SEO is the strategy we use at NoVoodoo for all local businesses to ensure they gain the awareness and traffic they desire from the locations they want to target. It is important for any website, shop or office - which people will search before visiting - to optimise your website and offline marketing, so they are able to find you.
Technical SEO is part of the SEO strategy we use at NoVoodoo to ensure your website is optimised for all search engines to crawl and index the pages you want to rank.
Choosing which elements of Technical SEO your website needs to implement is key, and will become a driving force for your SEO strategy.
The main difference between Local SEO and organic search is the locality. A search including a location would include search engine results for all businesses that offer a product or service in that location, while a generic search for a question such as ‘how do I rank for local SEO’ would be an organic search.
The important factor to remember here is which strategy should your company use? A bricks-and-mortar Pizza company residing in one location should have a local SEO strategy, concentrating on search terms such as ‘Pizza in Lincoln’. A national website selling branded clothing, however, should have an organic search approach, as the consumers who are searching aren’t looking for the locality, they are concerned more about the item.
Both Local SEO and organic search can be implemented into one strategy. It all depends on your business and the service or product you have on offer.
At NoVoodoo, we will work with you to create the right strategy for your business.
Every time someone searches in Google for a product or service, the Google algorithm crawls trillions of pages from a massive database to decide which websites to showcase. Make sure that when the Google Spider or Robot is crawling the database of sites, your company website comes out on top for local searches.
To ensure your website is crawlable, the following Local SEO tactics should be taken:
Technical - Check that Google is indexing your website and, more importantly, the pages you want people to land on. Import your website into Google Search Console to see what Google is indexing.
Site Architecture - Google favours websites that are correctly structured. Make sure your website’s pages and content have a hierarchy. Factors such as having your contact information in both the header and footer and having a contact page with links from the navigation and homepage are both examples of architecture that Google will favour.
Contact Page Content - Whatever information is on your Google My Business page, mirror this on your contact page. Include a contact phone number, email address, and try to also include a handful of your Google Reviews here. An important ranking factor here is to include an embedded Google Map and, in the case of companies that service various locations, a unique page for each one, with links from the contact page.
Schema/Markup - tell Google more about your business and service pages with Schema. Google has a very clever algorithm but, rather than leaving it to chance that your location and contact information will be crawled, let Google know your contact information with a Local Business markup.
Mobile websites are key for ranking organically and this doesn’t change for Local SEO. For a number of years now, Google has been concentrating on mobile websites and how it indexes pages, and this will only become more important in the future.
The key elements with mobile website optimisation for Local SEO are speed, user experience, and friendliness.
Speed - Load time and engagement increase your rankings. Use a website speed testing application to make sure your mobile site is quick enough. A
slow-to-load website will frustrate users and lead to poor engagement.
User Experience - The key thing to think of with user experience on your mobile website is, ‘is my mobile site responsive?’ Your desktop site needs to respond to any mobile device connecting - for example, does your text resize? Do your headings and images realign to the width of the device? Are your call to actions the right size to click on with a thumb? All of these factors again link to engagement and will be a big ranking factor for Local SEO.
Friendliness - Google provides a tool that allows you to test how friendly your mobile website is to users. Similar to user experience, the friendliness of your mobile website to a user will determine how well you rank organically.
Citations were Google’s answer for companies without a website and have become a ranking factor where your information is online but isn’t determined by links.
Look at a citation as your digital footprint. The more times your name, address and phone number appear on reputable sites, the more likely Google is to showcase your website for local searches.
For local, industry and consumer directories, it is important your company appears in all the places your consumers would expect.
For any company looking to rank highly in your chosen location, Google My Business is an essential part of your strategy.
You will need a physical store or office to be eligible for GMB, but you are not limited to only one location.
The easy answer to this is yes, they have a very positive impact. For any business, it is key to have a profile on Facebook, Instagram, Twitter, Linkedin and Facebook, even if you don’t plan on using all of these.
These pages offer some of the easiest inbound links and citations on offer, and also give you another platform where potential customers can find you locally.
Make sure that, when you add your location information, you keep a consistent business name across all platforms.
Even with what has been mentioned here, you should remember that Social should be used to engage with your potential local searches and not be used with Local ranking in mind.
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