Senior Content Specialist Matt Wilson shares his knowledge of how local SEO aimed at specific parts of town can benefit your business.
7 minutes of reading time required
Digital marketing agencies create website content and blogs, as well as videos, ads, and other marketing solutions to make their clients’ businesses sound both alluring and professional. However, no matter how good the content is, it ultimately needs to reach the right people, specifically your local audience.
A common expression you have probably heard at some point is “Think globally, act locally”. Although the internet, and therefore your website, is technically accessible to people all over the world, there’s no use in someone in Hong Kong checking you out if you’re based in Melbourne, and even then it may only operate in a specific part of town. If you’re thinking about starting a business, you really need to understand how local SEO works and how you can reap the benefits of it.
The market is competitive. In fact, 76% of people who use Google on their mobile to search for a particular type of business based near them contact that business by the very next day. With our help, you’ll be right in on the action.
How local SEO can help you
Search Engine Optimisation (SEO) is an essential aspect of online marketing that helps people find businesses via search engines such as Google. This is achieved by writing premium website content that includes keyword strings, helping people who are searching to find you.
Keyword optimisation is vital for improving your business ’s ranking. SEO experts shortlist multiple keyword strings that will be used in your website content, meta descriptions, and page titles. SEO is a long-term strategy that should not be underestimated and certainly shouldn’t be ignored.
While general SEO is designed to broadly target anyone looking for the type of products or services you offer, local SEO optimises websites and marketing strategies that increase organic and search traffic to small businesses that operate in a set geographical area. This helps to narrow down your target audience’s online search to a particular part of town that is convenient for them and near where you’re based.
Keyword intent in local searches
Where you want to rank
8 important factors for utilising local SEO
Google My Business
Your Google My Business page is your business profile on Google, helping you be in control of how your business appears online. This includes details about your business that your potential customers will find useful, such as your location, your hours of operation, customer reviews and pictures and videos. You can manage customer reviews as well.
Another vital part of Google My Business is having a description of what your business does that include keywords, improving your local SEO.
Use Google My Business to share posts about and in turn, convert leads. They disappear a week after being posted, so you need to keep your posts up to date. There are four types of posts, all of which should end with a call to action:
Posts about what’s new with your business.
Upcoming events your business is part of, including the location, date, time, and other information.
Sales, promotions, and other offers.
Products to entice your customers.
Use Bing Places and Yelp
Bing Places is to Bing what Google My Business is to Google. They provide users with your business hours, contact information, and your location on a map. While Google is the dominant search engine with 86.2% of the market share, the fact is that Bing has 5.6% of the market share, while Yahoo! has the other 7.1%. That other 12.6% is a big chunk whose attention you should be trying to get.
How to get more customer reviews on Google
Send emails to your favourite customers to request that they write a review on your business.
Offer incentives for customers to post a review, such a free drink, or entry into a competition.
If your business operates at a physical location, give them a business card that requests a Google review of your business.
Create an automated follow-up email that gets sent to customers who made an e-commerce purchase to request that they write a Google review.
Schema Structured Data Mark Up
Having a mobile-friendly website
Many people nowadays use their mobile phone to Google something, rather than having to turn their laptop on, then wait for it to load up, and then open a browser to use Google. It’s also because everyone’s got a mobile in their hands all the time, so businesses should put themselves in those mobile users’ hands too.
If your mobile website isn’t optimised and doesn’t finish loading in three seconds or less, mobile users will dismiss your site and go elsewhere, leaving your business in the lurch. If you’re unsure if your website’s mobile friendly, use Google’s mobile-friendly test tool to find out.