Why Different Rules Apply To Local SEO
You probably know the SEO SUCCESS LAWS and SEO Basics from my previous posts. Of course, these also apply to local searches. However, Local SEO is a little science in itself.
Did you know that
- A large part of the search queries can lead to very different results – depending on where the searcher is at the moment?
- Pages without local optimization hardly have a chance of ending up in the directly visible area of the results for search queries up to location reference?
- 89% of all people search at least once a week to find a local business?
- Reason enough to deal with the local SEO ranking factors that will skyrocket your chances of a good placement.
- Incidentally, placements in the front area are particularly relevant in local searches, because on mobile devices users often only see the top area – and most local searches are made on the go.
- New trends like voice search (“Okay, Google! Show me restaurants near me!”) could also make top rankings even more important.
Factor #1: Local reference of the website
In order for you to achieve a good ranking with local search queries (e.g. “locksmith Hamburg ”), Google must first understand that you are really relevant to this region.
The following measures can help:
- Create structured data (address, phone number, opening hours, etc.). For example, schema.org can help here. The location should also be integrated into the META information.
- Integrate a directions sketch on the page, integrate the address in the footer, etc.
- Clarify regional reference via appropriate content (e.g. blog articles on events related to your city)
- Create a GOOGLE+ MYBUSINESS ENTRY: Absolutely mandatory for everyone who wants to be displayed in the local Google search. By the way, I have already uploaded an article about this.
Factor #2 Boosting Local Power
The second step is to show Google that you are not only relevant to a specific region, but that your site deserves a spot at the top of the rankings.
How to increase your LOCAL SEO power:
- Generate local citations and regionally relevant BACKLINKS (e.g. entries in business directories, profiles on Yelp, TripAdvisor & Co, mentions on local news sites, etc.)
- Generate ratings on Google MyBusiness and other rating sites as well as on social networks (especially: Facebook). Danger! In the case of negative reviews, you should always react directly and start an open dialogue with the critic.
- Generate social signals. Post on social networks, upload videos to YouTube and increase brand awareness
Factor #3 Improve User Experience
So far you have done the duty so that Google classifies your page as relevant and worth showing. In order to really conquer the top spots in the ranking, you also have to work hard with the user experience .
How to create a good user experience:
- Ensure low abandonment rates on your website. With well thought-out internal linking, you can achieve more page views per session. For this, however, it is necessary to have sufficient – preferably regionally relevant – content in stock.
- Optimize your Google+ MyBusiness entry with images, videos and informative articles. Also make sure that all data is correct (e.g. telephone number and opening times). You should also use the Questions & Answers section to provide more information for your potential customers. You can also enter ready-made questions and answers here.
- Offer the right solution! Google claims to present the searcher with the best websites that match their search query. Make sure that you meet exactly this requirement with your website. For example, if you own a restaurant, you need a reservation tool on your site.
Also Read: Investing In SEO – How Will This Money Return To You?