With around half(46% to be precise) of the search results on Google being of local intent, it is paramount you use Location Specific SEO on your sites. Local SEO is the process of targeting your site in a particular geographical location to get increased traffic from said location.
Although local SEO does not bring more traffic to your site, the conversion rate of 75% can more than make up for it. Here the conversation rate is the percentage of people who will visit your business to the number of people who have visited your website.
Therefore for higher conversions, it is crucial to use Location Specific SEO. If you’re a small business operating only in a few locations, it does not make sense to target areas where your business does not serve. Local SEO can help bring local traffic to your site which in turn will result in getting higher conversion rates.
Here, we’ll be discussing some of the best practices to follow while doing location-specific SEO in 2021.
Create content relevant to your locality
Source: Constant Content
If you’re targeting a local audience, your content needs to be relevant to said audience. Figure out the needs and wants of your customers and make content that reflects it. Ensure that the content you’re writing is effective at providing intrinsic value to your local customers.
It is adviced to use pictures of landmarks and hotspots. You should also read about local news and events. It will help you to be up-to-date with the current happenings in the region you serve. Your audience will get the impression that you are aware of the atmosphere in the city.
You could also reach out to local influencers, bloggers and content creators on social media platforms to promote your website. Develop mutually beneficial relationships with them to gain your audience’s trust.
Maintain Consistency of your NAP
Your NAP is the Name, Address, and Phone Number of your business. It is available to your customers not only on your website but on other third-party sites too. Check if your NAP is not contradicting with websites where ever your business is listed.
If it is, make sure that you contact your team and get it fixed quickly. Ensure the same consistency is maintained in the future when you are featured on other sites.
Having an inconsistent NAP will harm your rankings on Google search results. Google will deem your data as untrustworthy. Thus, it will then resort to placing your site below the ones with a consistent NAP.
Make a Google My Business account
Source: Google My Business
If you’re a business, you need to have a Google My Business Account. It is an online tool available for businesses to manage their presence on Google. There are many guides available on the internet on how to get started on it.
Once you have an account, check that the location of your business is verified by the owner i.e. you. Be sure to mention the address of your business in your landing page title.
There are other kinds of directories where you can list your business, so make an effort to enlist on all of them. Once again, check whether the data is consistent with all the directories where your business is to found. Google will cross-reference your data from it’s own business directory and others on the internet to rank your website accordingly.
Optimise your site for mobile
Source: Google Mobile Optimization Test
Google holds a whopping 97% of the market share of searches happening on mobile devices. Google statistics show that the local searches on the desktop are usually for research. Whereas on mobile, the local searches are done with the intent of visiting the business. Around 88% of customers will call or visit a business within 24 hours of searching it on their mobiles.
Check up with your dev team on the load time of your site on mobile. Since mobile screens are small, ensure that your content doesn’t have redundant information and gets to the point without beating around the bush.
Use location-specific keywords
Source: Google Keyword Planner
Keywords are great at increasing your site’s traffic. Location-specific keywords will do the same but will bring in a local viewership. It all goes back to relevancy.
After you’ve found the right local keywords, incorporate them into your site. Remember to not bombard your site, one or two keywords in the title and a few more in the description will do the thing. If you excessively use keywords, Google’s sophisticated algorithms will be quick to flag your sites.
There are various tools available on the internet for searching for local keywords. Google has their version, the Google Keyword Planner. You’ll need to sift through numerous keywords to find the right ones. It is suggested to only use ones that are popular or relevant to your business.
For instance, if you’re a 24-hour coffee shop serving only in one city, search up keywords popular in your city and include them in your title and description. Mention a recognisable landmark if possible.