Your Definitive Guide to Local SEO in 2022
These days, more people than ever are using search engines like Google to quickly find the products and services they want. This means the search queries that people use are becoming more targeted and specific.
Instead of just typing ‘local plumber’ into the search bar, people are using terms like ‘emergency plumber (insert suburb)’ or ‘qualified electrician near me.’ For this reason, the businesses that are incorporating local SEO into their campaigns have a far better chance of ranking than those that are not.
But what exactly is local SEO? How does it differ from regular SEO? And how can businesses use it wisely to be noticed by the right people, at the right time, and the right place?
Fortunately, that is where this article will help you. Whether you have yet to establish your online presence, or you need to overhaul your existing efforts, this article will cover everything you need to know about local SEO and what it can do for you.
First off, let’s cover the basics of local SEO.
What exactly is local SEO anyway?
Local SEO is a Search Engine Optimisation strategy that helps your business be more visible on the local search results of Google.
When a user types in a search query that meets the right criteria, you and other similar businesses will appear on the local search results page.
Where you rank on the local search results depends on several contributing factors including your relevance, distance, and online presence. If you are close enough to the relevant user and have a proven track record of helping similar customers, then Google will recognise this and award you with a high search rank.
Simply put, the more recognisable and trustworthy you are to Google, the more visible you will be to the right people.
How do you become more recognisable and trustworthy? There are a lot of things you can do.
Your business website should be neat, presentable, and easy to navigate. People should be able to quickly determine who you are, what you do, and why they should be interested. And they should be able to get the information they need from you in order to make the most informed purchase decision.
You could also start a business blog, providing readers with regular pieces of useful information, in the form of how-to articles, industry insights, upcoming events, new product launches, interviews, and anything else of interest to your audience. By doing this, your website will be seen as a reputable and trustworthy source of valuable information, thus helping you be more credible to Google.
Of course, these are just a few ranking factors to consider. Other factors like website loading times and security are two other important factors. Either way, the main sentiment is that the better the customer experience, the better the odds of acquiring more business.
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How to optimise your website for local SEO
Now that you have a basic understanding of what local SEO is, and how it can benefit your business, it’s time to start thinking about what you can do to incorporate it into your website.
Whether you already have a website up and running, or you are planning on doing so in the near-future, taking into account the local aspects of your SEO campaign is a great way to target customers in your area who are most likely to pick you.
As mentioned previously, there are a LOT of ways to do this. And some strategies work better than others, especially when it comes to the type of business you operate. What works for a brick-and-mortar store might not appeal to a tradesperson who works across multiple suburbs.
With that being said, there are enough consistent factors to take into account which, regardless of the type of business you run, will at least help you get off on the right foot.
So, without further ado, here are 10 useful and effective ways to optimise your website for local SEO.
1. Set up your Google My Business page
Google My Business is an online service provided by Google. It enables you to set up your business page, make it visible to relevant users, provide your contact details, and let customers leave reviews. It’s a clever way to help your business be found on Google, as it allows you to gradually build up scores of positive reviews and be found more easily online. And it’s free as well.
During the initial set up phase, you can input relevant details of your business, including its name, location, contact details (i.e. phone), opening hours and more. With this information publicly displayed on your Google My Business profile, it allows customers to quickly gauge at a glance whether you are the right for them.
You can even link the location of your business (if applicable) straight to Google Maps. This way potential customers have a clear visual representation of how far away you are from them, and how long it will take to get there.
As time goes on, and you generate more reviews – and even post regular public posts – your profile will gradually grow and make you more visible to potential customers. Best of all? You won’t have paid a cent to do it, either.
2. Ensure your contact details are consistent online
Have you recently changed address? Updated your phone number or mail? If so, make sure you update these details on all your relevant online pages and profiles. Fail to do so, and not only will it confuse your customers but also potentially hurt your search rankings.
You see, Google places a lot of emphasis on recommending businesses that help everyday people find the products and services they need. When that kind of outcome doesn’t happen, Google is less likely to recommend your business.
Therefore, if your website or social media presence contains outdated contact details, this will harm the customer experience and inadvertently impact your reputation with Google. So in order to keep your customers and Google happy, update those details as soon as you can.
3. Include your business on online directories
Have you ever typed in a search query and been redirected to an online directory? These are websites that feature relevant businesses on their platform, and list them based on their reputation, level of customer service, and other important factors.
Think of these online directories like an online version of a phone book. Now, you might be wondering, isn’t that what search engines like Google are meant to be already? In many ways, yes. But online directories are a bit different, in that they typically cater to specific niches and industries.
A good example of this is websites like Service.com and HiPages.com for tradespeople. These websites are designed to help potential customers connect with reliable and trustworthy tradespeople. They also benefit businesses, as they often allow them to create a free version of their own profile. Once they have a profile, they can start promoting their business on the relevant platform, be found in the relevant search directory, and start acquiring interest from customers.
Depending on your industry, it might be worth looking into having your business listed on an online directory. It’s a quick, easy, and free way to promote yourself online. And you can start generating positive customer reviews, which you can freely promote on your own website.
4. Optimise your internal linking structure
Internal links are the links you place on your website to redirect users to other pages on your website.
When done correctly, internal links make it easier for users to find the information they are looking for – quickly and easily. When done incorrectly, though, a bad internal link structure can redirect users to either the wrong page or a completely dead page; causing users to scratch their head in confusion, and potentially leave the website.
For these reasons, it’s worth updating your internal link structure. Make sure that every internal link you include on your website takes the user exactly where they need to go. For example, if your website has a dropdown menu listing all of the products and services you provide, make sure they redirect the user to the correct page. Furthermore, if you have internal links in your body copy, likewise, make sure they guide the user to the correct page.
You should also consider the type of language you use in your internal links as well. If placing them in your body copy, use natural terms and phrases – as opposed to overly salesy jargon, or shoehorned SEO terms – as appropriate ‘link’ words.
For example, instead of using the phrase ‘Nike running shoes’ in your body copy as an internal link, try using ‘For the most consistently comfortable run around the block, consider these Nike shoes.’ Okay, maybe that was a bit too long. But you get the idea. Use the same natural language you would use even if the internal link was not there. This way, you are more likely to keep readers engaged, as opposed to repel them with out-of-place terms or phrases.
5. Optimise your URL, title tags, meta description, and content
When you create a new page on your website, it becomes a golden opportunity to target a new product, service, location, or area of interest. This is reflected in the fact that each new page generates a new URL linked to your website.
Take advantage of this opportunity and try to create (within reason) new and relevant website pages that each serve a specific purpose.
That’s why it’s important to have a separate page for each product and service you offer. It makes it easier for customers to find what they are looking for, without having to scroll endlessly down the page. It also makes it easier for Google to index your website and recommend your business to users who type in the appropriate search terms.
6. Add location pages to your website
Do you have multiple brick-and-mortar store locations? Perhaps you service multiple suburbs in your local area? Either way, then it’s worth having individual web pages to target each suburb that you service.
For example, if you’re a plumber who services Western Sydney, you could create individual web pages for each suburb in that area. Of course, you wouldn’t just copy and paste the same information. You could include relevant information specific to that suburb, such as average waiting times or special deals.
And if you have multiple brick-and-mortar stores, you could describe each store in detail, covering the unique products and services each one offers. You could even provide a short summary of the staff who work there, thus giving readers a better idea as to what to expect from the experience.
7. Ensure your website is mobile-friendly
With more people browsing the internet on their mobile devices than ever, making your website mobile-friendly is a no-brainer.
Fortunately, mobile optimisation is easy to achieve with a professional web design service, and even most premade website designs. This includes taking into account the design layout, use of text, keeping the communication clear and simple, and having an intuitive navigation structure.
Another key aspect of mobile optimisation is user reviews and testimonials. Be sure to have your reviews clearly visible on your website, whether it be a permanent feature on each page or its own separate, dedicated section.
8. Get inbound links from relevant authority websites
One of the best ways to improve the search potential of your website if by being linked to by other authoritave websites.
Try to get featured on websites that cover the same niche, industry, and subject as you. And who have readers that are most likely to be your customers. Pitch an idea for an article or blog post that is both interesting to their readers and relevant to what you do.
If successful, articles like this could introduce your business to a whole new audience, thus bringing in heaps of new traffic and customers.
Read our article How to Get Backlinks That Help Your Website Rank in 2022
Summary
These are just some of the many ways to optimise your website for local SEO. While it takes a bit of work to pull off, the effort is definitely worth it. By making your business easily visible to the right people in your local area, you are more likely to generate more traffic, clicks, and leads that can help your business grow.
And if you need assistance with implementing your own local SEO campaign, contact Apple Advertising today. Our team of website designers, SEO experts, and copywriters will work closely with you to determine your unique marketing goals and deliver an online marketing solution that works for you. From creating unique pages that target individual suburbs, to optimising your inbound links and setting up your Google My Business page; everything you need to promote yourself online, you can get it from us.
