Local SEO

Local SEO is different from national SEO and local search results are changing quicker than any other.

The above chart shows a breakdown of the weighting of various ranking factors within local SEO campaigns. 

On Page

On page SEO for local businesses relies on the standard SEO tactics. There’s quite a large weighting towards the on page content in the local search listings.

Make your title tag as readable and relevant as possible.

Have a detailed Meta description, relevant to what users will be searching for.

Include your City/Region, plus a relevant keyword, within your landing page title tag. Also include these details in an H1 tag in the content and in the page URL.

Embed a Google map with your business location onto your contact page.

Make sure that your website is mobile-friendly.

Ensure you have Schema.org mark-up set up

Example code:
<div itemscope itemtype="http://schema.org/LocalBusiness">
<p itemprop="name">COMPANY NAME</p>
<p itemprop="address" itemscope itemtype="http://schema.org/PostalAddress">
<p itemprop="streetAddress">ADDRESS LINE 1</p>
<p itemprop="addressLocality">CITY</p>
<p itemprop="addressRegion">REGION</p>
<p itemprop="postalCode">POSTCODE</p>
<p itemprop="telephone">PHONE NUMBER</p>
</div>


Link Signals

Local Link Building & Citations

Link building within local SEO campaigns is very important.

Local SEO relies much more on links from other local websites that are relevant to your business.

This means that local suppliers and directories are a useful resource for link building, especially when it comes to building citations. [A citation is a reference to your business’s name, address and phone number] These citations don’t even need to be linked, as long as they’re referencing your business details consistently.

Business Signals

Google My Business is the core of your Google online presence. 

To create a business account:

  1. Visit Google My Business https://www.google.co.uk/business/go/
  2. Click 'Start Now'.
  3. Complete the forms.

You should include the following:

Add a long, unique description that’s formatted correctly and includes links.

Choose the correct categories for your business.

Upload as many photos as possible.

Add a local phone number to your listing.

Add your business address that’s consistent with that on your website and local directories.

Upload a high-resolution profile image and cover photo.

Add your opening times/days.

The key point to remember here is that the My Business page will help populate all the info for the Google Plus page. Try to complete it 100%. 

Areas of the page will not be updated until it’s verified. You will receive a code through the post - just enter it and it will verify the business and update all relevant content.

External Localisation

Links to your site with geographic information in the anchor text can make a big difference. Ask your out of area suppliers/contacts if they will link to your website using geographic and keyword anchor text.

Make sure your site is listed in the larger directories and Search Engines:

Reviews

Local reviews can have a dramatic impact on local search rankings. Try to get genuine, positive reviews from customers and relevant local businesses.

Get in touch with your existing customer base and see if they will leave you a review. Create a page on your website that gives instructions to visitors on exactly how they can review your business.

Social media

Facebook and Twitter 

Use Facebook and Twitter to find and connect with the right people in your area to grow your local business. 

 Include links to your website on the 'About' section of your social media accounts.  Always add links in your updates.

Local businesses should think of hashtags [#] as keywords, therefore it is important to use a handful of relevant hashtags to their businesses. Using relevant hashtags can improve your business visibility. It is a good practice to use both specific and generic hashtags. Broad and trending hashtags can help you increase online brand visibility. Specific hashtags might feature your name and location. You can also use product and brand hashtags in your posts if your local store sells particular products. Create unique hashtags that incorporate popular and high-traffic keywords relevant to your business.



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Normanby Gateway, Lysaghts Way Scunthorpe North Lincolnshire DN15 9YG

01724 230411

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