Marketing your business online becomes exponentially more effective when you have optimized local SEO and local content pages in place, helping you rank higher in online search results and generate more local – and relevant – leads.

Why is local SEO important for your business?

Simply put, most customers today use online search engines to find local businesses they want to buy from. This happens on both desktop and mobile devices, and the numbers are compelling:

  • 96% of all PC owners now conduct local searches
  • 46% of all Google searches are local
  • 64% of local customers use search engines and directories as their primary way to find local businesses
  • 50% of local mobile searches involve seeking business information, like contact details
  • 78% of local mobile searches result in an offline purchase

Data sources: searchengineland.com, business2community.com

This means that not only are more and more people searching locally, they are also taking some form of action afterwards. Promoting your business using local SEO, therefore, will help drive traffic to your website, and in turn, drive sales – both online and offline.

How can you implement and optimize your local SEO?

Here are five tips to help you make the most of your local SEO initiatives:

1. Have localized content on your site

Localized content is content based around your local area that resonates with local audiences. A simple way to include it in your website is to have a blog that covers topics specific to both your business and that area, for example: how your products or services are addressing community needs. You could also interview your customers about their experiences with your business to help you come up with interesting and relevant content angles.  

2. List your business on online maps and directories

Google Maps is obviously the most important one here, as it is by far the most commonly used. To help your business gain more exposure on it, it is advisable to claim your map listing through Google My Business. As well as Google, your business should be listed on other major online business directories including Yelp, Yahoo Business, Bing, MapQuest, Yellow Pages and Facebook, plus any local directories – city/council-run websites can be a good place to start.

3. Create the right title tags

Search engines like Google rank individual pages, not sites, so it is important that each page on your website is localized to affect organic search results. Make sure to include localized SEO information when creating titles for your web pages, and follow this tried-and-tested title format recommended by SEO specialists Moz: ‘Primary keyword-Secondary keyword | Brand name’.

4. Build geo-targeted location pages

Geo-targeted location pages help you target the key regions your business serves, which in the long run increases your ranking for those locations. Remember to add actual locations in page URLs and title tags, and also mention the specific city/town names a few times on the pages themselves.

5. Highlight your business’s name, address and phone number

A rule of thumb is to put this information in a highly visible area on your business’s homepage, such as the menu, header or footer – if you have just the one location, they should be on every single page of your website. Not only does this boost your search ranking, it provides a helpful service to customers who may want to reach out to you at any point of their purchase journey.

How can BRIDGE help you?

BRIDGE is a specialist SaaS (Software as a Service) provider, offering a full range of online to offline solutions to businesses looking to increase footfall in their stores. Our products include Store Locator, Local Pages and Online Listings, all incorporating cutting-edge technology to drive shoppers to physical retail spaces. Learn more about how we can help you.

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