What is it?
Local SEO helps your website rank higher in specific local markets. Techniques include the claiming of local directory listings, building local citations, and on-page optimization. SEO has proven to be an important marketing strategy for those with physical locations.
The higher your site ranks in local search, the more customers you will see coming through your doors. Today’s consumers use local search engine results far more often than the Yellow Pages. If you aren’t visible on page 1 or the maps, you are missing out on paying customers.
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Service Area and Relevance
Search engine results are good at showing your business in local searches based on your physical location. However, it is difficult to appear in results for areas that you service beyond your own address. The search engines need physical addresses, not post office boxes or other virtual addresses. You will want to have physical addresses for satellite offices in other cities. Those physical addresses will help your business rank well in searches for your products and services in those areas.
The term “NAP” stands for your company’s name, address, and phone number. This information is critical data that search engines use for local search results. It is the way the engines determine that your business exists. The key is consistency. You want your NAP to be the same everywhere your business information is listed online. These listings could include a Google business page, a Facebook listing a Yelp listing. Search engines consider a few aspects of your local listings. First, how many citations of your business exist. Second, the quality of those listings. Finally, the consistency of the listings across all citations. You will need to do a lot of work if you move locations or change your business name to clean up your online citations.
Local searches on Bing, Google, and Yahoo produce first-page results in the following order:
• Paid ads
• Organic listing(s)
• Maps pack listings
• Additional organic listings
A separate algorithm generates the Maps listings from teh organic listings. Data shows that 45% of searches go to the three listings in the map pack. Optimizing for the Maps pack requires NAP consistency and well managed Google+, Bing Places for Business, and Yahoo Business pages. Without proper optimization, your business will not appear in the Maps listings. Since the Map pack takes up so much of the first page of search results, failure to show in the Maps will decrease your company’s organic traffic.
Reviews are one of the most vital aspects of online marketing. Unfortunately, much about getting and managing reviews is out of your control. Data shows that reviews have an impact on your business, depending on whether the review is positive or negative.
Reviews also appear to have some influence on search engine rankings. You need to be aware of your online reviews. Also, you should make authors know that you appreciate their reviews. A sign reminding them to please review your business is about as far as you can go.
Never ask for reviews or incentivize with a special deal or coupon in exchange for a review. This is equal to buying reviews and it will come back to bite you. The customer’s experience should be enough to generate a review.
For effective local SEO, you must optimize your website for local search. This optimization is critical if your business serves an area beyond your primary location. To rank your business in local results for areas that you serve, each area should have its own landing page. You should tailor these pages with unique content that is relevant to each area. This local optimization is the key to moving your company onto the first page of the search engine results for local searches.
There are several different layers to local SEO and we believe we should keep you informed. We make sure that you see the results that you expect and know what you are buying.
• 24/7 Dashboard: We provide you with a dashboard offering detailed reports on our activities and your search position for any given keyword. You should know where you stand when it comes to search. The dashboard is continuously updated.
• Link building & citation reporting. We have no secrets. Our team provides ongoing reporting detailing every link we have earned for your website.
• Website analytic reporting. Our client dashboard integrates with Google Analytics data to help give you direct insight into how our marketing strategies are impacting your business.
14 Reasons Why SEO is still the Best Marketing Strategy for local businesses
With all of Google’s updates, algorithm changes, costly outbound marketing methods, increasing mobile search traffic, and customer concerns with credibility, SEO is used not only as a marketing tool, but also an essential method producing a massive ROI.