Local SEO

Local SEO is a search optimization tactic that allows web resources to occupy the first places in the results of search engines issued by the users of a particular region. When properly implemented, it can help small companies that do not have large budgets to bypass larger competitors. However, given the upcoming changes in the mobile sector, this is not something that local business should worry about.

Do I need local optimization?

If your company works only in a specific geographic region, local SEO will allow people living in this area to easily and quickly find you on the Internet. If your enterprise serves several regions, a holistic strategy of local optimization will allow search engines to determine the location of stores independently of each other, and you will be able to compete with the business of these regions.

Just think – if you, for example, have planned a trip to Kazan for this weekend, then you will most likely take an interest from your favorite search engine, which sights should be visited first of all in this glorious city.

At your request, Google will give out those sites in which the name of the city will be mentioned. Of course, this is good news for companies operating in this region, and you will be sure that the search engine will not direct you to a restaurant, which, in fact, is located hundreds of kilometers from where you are going.

If you own any local brand, then it is not even negotiable: next year you will have to come to grips with local search engine optimization.

How to optimize a site for local search in 2019?

So, obviously, local search is important for any business.

Many tactics, which will be discussed below, can and should be part of a comprehensive optimization strategy. However, the easiest way to optimize a site for a location factor is to use Google My Business. It is free and the fastest way to tell Google where you are.

Now let’s talk about optimizing your site for local search in more detail.

1. Make sure your company’s address is in the footer of the site.

Although this aspect of optimization may seem insignificant to you, in fact it is one of the most important signals that help search engines find your site and link it to a specific geographic location.

An optimization factor such as NAP (Name, Address, & Phone number – the name of the company, its address and telephone number) must be the same everywhere. Note the following two addresses.

Compete with yourself for a place in the issue – this is the last thing you need, so make sure in advance that wherever you use NAP, it is the same.

This may not be so easy when using different social networks, quoting pages, etc., but do not forget about it.

You can also add visual cues on the main navigation bar, header, and other parts of the site, depending on which pages are most popular with visitors.

2. Make sure that you clearly indicate the scope of your company

If visitors cannot find the name of their city, region or country on the site, they will automatically remove you from the list of potential firms that can provide the goods or services they need.

If your site has a separate page with service areas (such as, for example, implemented on the Litchfield Builders site), make sure that they are optimized for the keywords related to the area: postal code, city name, main attractions and others.

It may just be a bulleted list with the names of countries and cities, or an interactive map embedded on your site that will allow users to find exactly what they are looking for.

3. Optimize custom pages for specific locations.

You know all the basics of search engine optimization, but creating special landing pages for each region where you provide your services has its own nuances.

These local pages should be a kind of mini-sites and contain everything so that the user can decide whether you are suitable for him.

But this should not stop. Optimization by keywords is great, but optimization by users is even better. After you create the page, search it in the search engine and make sure that what you see in the search results is a realistic display of what the user will receive by accessing your page Please note if there is an indication that the page is relevant only for a specific geographical area.

Remember, Google ranks pages, not domains.

Having multiple pages for different locations in the same domain will not be the basis for any penalties from Google.