Ever since Google’s Pigeon update flew in last year, it has ruffled the feathers of digital marketers everywhere. If you haven’t come across the update yet, here’s what it means. Google’s Pigeon algorithm now places a much heavier focus on local search results. Google knows that half its traffic comes from mobile devices. It also knows that most of them are looking for local answers. The closest train station, the best Chinese takeaway, the best plumber in town etc. It means that local SEO is now more important than ever before. So, how do you optimize for it?
Submit to local listings – Before you do anything else, there’s a lot of groundwork involved at the start. Begin by submitting your business to all the local listings and directories. Google is the best place to get started, with their ‘My Business’ feature. By filling out this information, you’ll get a spot on Google Maps, and you’ll show up in the local searches. Don’t forget about Yelp! and other local listings too.
Name, address, phone number – SEO experts refer to this as NAP! Essentially, it means ensuring that your local details are present throughout your website. Ideally, they should be on every single page. The fastest way to do this is by keeping it in your website footer at all times. It’s the easiest way for Google to scrape that data, and present it to searchers.
Customer reviews – Now that the backend bits are taken care of, how do you move up the rankings? Well, one of the most important factors is your reputation in the local area. Naturally, Google wants to send its users to the very best Chinese takeaway in town! It wants to recommend the most efficient plumber. It does this by plunging into the local customer review sites. Your rating on TripAdvisor, Yelp!, and other sites, play an important role in determining your ranking. Find out how to improve your TripAdvisor rating here: https://www.revinate.com/blog/how-to-improve-your-ranking-on-tripadvisor/. There’s no hiding from a bad review!
Keywords – Just like any other SEO campaign, keywords are still heavily relied upon. Google is still looking to spot how relevant you are to certain keywords. With local SEO, that also means including location-based keywords. Use Google’s keyword planner to find the most highly searched terms in your industry. Now start to include those terms across your website, as well as your location keyword. This is the trickiest part of SEO to get right. If you need more information about local SEO and keywords, visit http://www.useoagency.ae/seo-packages/local-seo/.
Link building – Link building is another aspect that is familiar to experienced SEOers. It’s the process of building your authority by sourcing quality links from your peers. The more people link to you, the more Google can assume you’re a high-quality source of information. With local SEO, however, things are a little different. Rather than high-authority sites, Google is looking for links from local sources. They’re looking to see that you’re well-established and connected in a particular area.
Local SEO should quickly become a major new factor in your digital strategy. Use it wisely.