Local SEO Considerations in 2018

Why Optimise for Local?

Search engines are founded on finding the right results for searchers. And they’re getting really good at it – especially when it comes to location-specific searches.

That’s where local SEO comes into play.

If someone is looking for an Italian restaurant in a certain city or suburb, Google or Bing will try to display an Italian restaurant in that location.

Local SEO focuses on reaching and tracking consumers who are searching for relevant terms in locations near your business.

For example, if you own a laundromat, potential customers could be searching:

“Laundromat Brisbane CBD” or “Laundromat”

Either way, a search engine like Google can locate the searcher and display local results. That’s why a local SEO strategy works best by setting your location, utilising keywords, and building a trusted local brand.

It’s completely up to you to let search engines know where your business is local.

Geographic Location (Be Known)

Setting your location and business details with Google My Business and Bing Places is the best way to tell the world, “Hey, I’m here.”

You’ll be able to present your important information on desktops and mobiles. This can include:

  • Business name

  • Location

  • Opening hours

  • Contact details

  • And much more.

These details will help you rank higher on local search results and provide you with a highly targeted and relevant audience.

Content Tip: When it comes to providing your business information, be honest and back up your information with the content on your website. Search engines will do the rest.

Keywords (Be Searched)

To start, our SEO Brisbane team conduct keyword research. Ranking organically for local searches will require clever use of keywords. You can start by including the city or suburb you want to rank in throughout your content.

Google Keyword Planner

Google Keyword Planner is an incredible tool when it comes to keywords, with the capability to target by location. You can access this through your Google AdWords account.

Starting here is a great way to see what people are searching near your business and how you can align your SEO with them.

Keyword Tip: If your business has multiple locations, create individual location pages. These will help raise your rankings in each specific location.

Where to Place Keywords

Put your keywords where they’ll work best. These positions include:

  • URL

  • Title

  • Meta description

  • H2 and H3 headings

  • Image files alt text.

The keywords you choose to use throughout your content should range from short- and long-tail. You should also include LSI (Latent Semantic Indexing) keywords to more accurately and loudly tell search engines you have relevant information.

Keyword Tip: Create a long-tail keyword with your business’s product or service, location, and an adjective that you’ve identified your audience uses. (E.g. classy wedding dresses Teneriffe).

Mobile Friendly (Be Optimised)

Source: thinkwithgoogle.com

Mobile ranking is separate to desktop ranking, and analyses a whole range of new factors. Firstly, it will determine whether your website is able to be displayed easily and quickly on a smart phone.

Ensuring your website can provide for mobile is one thing. You then need to optimise user experience for mobile viewing – or else every user that lands on your page won’t stay for long.

Mobile SEO Tip: Even if you’re currently happy with your website functionality and its content, conducting an audit may point out aspects of your SEO and user experience that can still be improved.

Build a Local Brand (Be Trusted)

This one can take time, but it’s essential for long-term success.

As users engage positively with your website and start leaving good reviews, search engines and consumers will notice. And when they do, having an appealing schema displayed on a SERP will have great results.

Here are some key steps:

  • List your business on a local directory

  • Get cited on quality websites

  • Backlink good citations to your website

  • Create a high-quality schema.

You can begin listing your business on directories and forums, like Yelp and Tripadvisor. Then you can begin to branch out to bloggers, who you can ask to cite your business with a backlink to your website.

Guest PostsLogan Lenz