The algorithms that power local search have also changed significantly in the past few years. Now, it’s more complex (and difficult) to rank for local keywords. Simple SEO solutions don’t work anymore.
Understanding the recent changes in local SEO is a must for brands that want to remain competitive online. Here's what you need to know about how this once thriving part of Search Engine Optimisation has changed.
LOCAL SEO NEED TO KNOW #1: The Impact of Google Maps and Local 3-Pack
It seems like just yesterday when the Google Local Pack was divided into seven local business listings. But they reduced the Local Pack from an eight-pack to a three-pack (and soon to be a two-pack). This competitive move made the Local Pack even more challenging for local businesses.In light of this change, it is even more critical for a business to expand its local search strategies by using a variety of techniques:
- Use Google My Business optimisation to improve the display of their listing.
- Add localised content to their site.
- Get listed on online business directories and citation sites.
- Encourage customers to leave reviews on Google and review sites.
LOCAL SEO NEED TO KNOW #2: Google My Business Is Still Crucial
Google has made a big push to get local businesses to claim their Google My Business page. It has rolled out the Google My Business tools to help local companies. One of the things Google will advise you to do during Google My Business training is filling out as much information as you can on your Google My Business account. The more information you can give, the better the chance that your business will show up in a search. You'll need to enter your business details, including photo and logo, opening hours, payment methods and more.Adding this additional information to the business listing will make your business stand out from those businesses that don't provide enough information or those businesses.
Making your Google My Business page as robust as possible is important. It can increase the likelihood of your business appearing in the local pack and thereby increase the chance of it being displayed to searchers in your local area.
LOCAL SEO NEED TO KNOW #3: Create Local Content
If you want to compete locally, you must be local. It means creating a content strategy that promotes the best things your city and surrounding areas have to offer. Blog posts about local events, promotions or specials are all excellent examples of this strategy.Highlight the most important information about your business and link it back to your main page. Create a unique, local version of your business listing for every city that you serve. You can use keywords and phrases specific to the location to grab more search traffic.
LOCAL SEO NEED TO KNOW #4: Use Directories To Help You
Using a credible citation or listing site to get a backlink is an easy way to boost organic SEO and help you show up in the top rankings for local search. A business with a name, address, and phone number listed in the NAP data section is more likely to appear in local pack searches. It also increases the likelihood of your business showing up in other citation resources.There are a variety of different categories that your business may fall under in local online directories. Be sure you place the business in the best category for your company's needs.
LOCAL SEO NEED TO KNOW #5: Chase 5-Star Reviews
Online reviews are becoming increasingly important, especially for small businesses. These reviews help increase search engine rankings, make customers feel more confident in your products, and build trust with potential customers. According to a recent study publishing high quality, online reviews increases click-throughs by 22%.When you ask a happy customer for a review, make sure to let them know where to leave their praise. Be sure to provide them with the URL to your business’s review site of choice.
What else can you do as a business to help your local SEO strategy?
To be a real contender in local SEO, you must be mobile-friendly. If your site is slow, people will not use it. Using fewer images and keeping it simple will make it look good and will be easy to use for your customers.
Consider doing a local SEO audit each year to help you determine what is wrong with your website and how you can improve it. Feel free to use the tool, provided by SEOlancer, a local Central Coast SEO agency. The audit will also help you learn about your competitors, backlinks, the content on your website, and other on-page SEO issues. Once you have completed the audit, you will better understand how to proceed with your local SEO strategy.