It’s no secret that local is king of Google search today. Whether you’re looking to buy a new coat, a new pair of shoes, or to have the roof of your house repaired, a Google query is going to return primarily local results first. This is particularly true with searches conducted from a mobile device. For local businesses, this is good news, but there are some important things you’ll need to know about dominating those results.
It’s Not as Simple as “Build It and They Will Come”
Many SEO companies make it out that dominating local search results is as simple as creating a website with a few nods towards localisation. It’s not that simple, though. There’s actually a lot of work involved with ensuring that you show up in relevant searches, even with Google’s focus on promoting local businesses. Local SEO is very different from a basic campaign, and adding mobile to the mix only muddies the waters further.
Google pays attention to several important factors in your website and throughout your online presence. Let’s break those down for you.
On-Page Signals: These are some of the most important to consider. They include things like ensuring your business name, address and phone number are included on your website. You also need to ensure that you have the appropriate keywords in the page content, titles and more. It’s also vital that you tie your targeted keywords into the city and/or region in your website’s content to tell Google that you’re a relevant search result.
Linking: Linking has always been important with Google and that hasn’t changed with local search. The anchor text used for inbound links, the authority of linking sites, and many other factors play a role here.
External Local Factors: If your name, address and phone number don’t match up between external sites and your own website, you’ll loose visibility. The same thing applies to local reviews of your business (these have a dramatic impact on your visibility and how likely you are to show up in a search). Many other elements play a role here as well. Google sums it up as, “This is based on information we have about a business from across the web (like links, articles and directories). Some places are more prominent in the offline world and we try to reflect this online as well.”
Distance: There’s not a lot you can do about this, but it is one of the factors that Google takes into account when providing local search results to mobile users. The closer your business is to the searcher (as long as it’s relevant), the more likely you’ll be in the top results provided. The farther away you are from them, the less likely it is that your company’s name will appear in the SERPS.
Dominating in the local search results isn’t simple and it isn’t easy. Peppersack can give your business the leg up needed to be visible to those most relevant to you.
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