Local Search Engine Optimisation (SEO)

Optimising a website for local SEO is crucial for businesses looking to attract customers from a specific geographic area. Whether you’re running a small local shop or a service based business, focusing on local SEO can significantly boost your online visibility and attract more local customers.

In this post, we’ll explore key aspects of local SEO, including on-page SEO changes, external factors such as citations and Google Business Profile, and technical elements like HTML schema markup.

On Page SEO Changes

Optimising your website content for local SEO is straightforward and highly effective. The key is to naturally incorporate local area keywords, helping search engines recognise the specific location you serve. While on page changes can be made quickly, it may take a few weeks for Google to index your pages and reflect the updates in search rankings. Patience is essential, but the results are worth the wait.

Here are some key areas to focus on:

1. Title tags & meta descriptions: Ensure your title tags and meta descriptions include relevant local keywords. For instance, instead of a generic title like “Best Plumber” use “Best Plumber in Surrey”.
2. NAP Consistency: Ensure that your Name, Address, and Phone number (NAP) are consistent across your website. Place this information prominently on your homepage, footer, and contact page.
3. Homepage eadings: When customers are searching for a local company, they want immediate reassurance that they’re in the right place. Including your location prominently at the top of your homepage, ideally within a heading, not only boosts SEO but also helps visitors quickly identify your business as the right choice.
4. Customer testimonials: It’s always good practise to include testimonial on your website, and when you do you can include the location of the client.
5. Localised content: Create content that speaks directly to your local audience. This could be blog posts about local events, area-specific services from your region. The more relevant your content is to local users, the better.

Citations & Google Business Profile

Beyond your website, external factors play a significant role in you being found online and you local SEO results.

1. Citations. Citations are online mentions of your business name, address, and phone number on other websites, such as directories and social platforms. Google your company name. Ensure that your NAP details are consistent across all citations to avoid confusing search engines.
2. Google business profile: Claiming and optimising your Google Business Profile (formerly Google My Business) is one of the most powerful local SEO strategies. Make sure your profile is complete with accurate information, including your business category, services, hours of operation, and photos. Encourage satisfied customers to leave positive reviews.
3. Local backlinks: Building high-quality backlinks from local websites, such as local newspapers, blogs, and business associations, can boost your local SEO. These backlinks signal to search engines that your business is trusted and relevant in the local area.
4. Social media: Ensure that your social media profiles include your location details and share posts from other local companies.  If applicable, consider creating a social media landing page using a tool like Linktree to direct users to a relevant local website page.

Technical Aspects: HTML Schema Markup

One often overlooked but highly effective local SEO strategy is HTML Schema Markup. This “secret code” adds extra details to your web pages, helping search engines better match your business with local searches. By adding schema markup, you increase the chances of your business appearing in rich snippets or the local pack on Google, which can make your listings more attractive with added details like reviews, ratings, and hours of operation.

You might need to ask your web developer to implement the following Local SEO markup:

1. Business information: Mark up your name, address, phone number, and opening hours to boost local search visibility.
2. Reviews: Display star ratings and reviews directly in search results to build trust.
3. Events: Highlight upcoming events with details like date, time, and location.
4. Products: Provide product details, including price and availability, to enhance search results.
5. Services: Detail your services with descriptions and pricing to help users find what they need.
6. Articles: Improve content visibility with rich snippets like author names and publication dates.
7. FAQs: Mark up frequently asked questions to show quick answers in search results.

Conclusion

Optimising your website for local SEO involves a mix of technical, on-page, and external strategies. By implementing schema markup, refining your on-page elements, and focusing on external citations and your Google Business Profile, you can improve your local search visibility and attract more customers from your target area. Keep your information consistent, and always think local when creating content or engaging online. This approach will help you establish a strong local presence and drive more traffic to your business.