It’s often hard for small businesses to distinguish themselves, as they don’t have the same promotional resources as big enterprises. So, they can easily get lost on the web.
As an owner, you’re probably curious about how to deal with this problem. We have an answer for you – Local SEO.
There’s no point in competing with large companies. It’s better to focus on clients that are close to you, and this method can help you achieve that. Keep reading and you’ll learn about its biggest benefits and most effective strategies.
Significance of local SEO
Today, every company needs a powerful digital presence. Organisations use different methods to achieve it. However, we recommend focusing more on local SEO if you are a small business. You probably want to know what it is and why it’s so meaningful.
It’s a strategy of optimising your entire digital identity to draw more consumers from local searches. Traditional SEO targets broader keywords and a wide clientele. This method, on the other hand, targets specific areas. This focus allows you to compete effectively within your regional market. The biggest advantages this method can give you are
- Improved visibility;
- More targeted traffic;
- Higher conversion rates;
- Better community engagement;
- Positive digital reputation;
- Budget-friendly advertising, etc.
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Top 5 local SEO techniques for small businesses
So, we can all agree that local SEO is advantageous (especially fully managed SEO) for any small business. It can help you dominate in your niche market. But how should you approach it? Below, we gathered some of the top strategies that have proven to bring results.
GMB profile optimisation
The first thing that needs your attention is the GMB profile. It’s the best platform for attracting new nearby clients. So, here are a few tips on how to fine-tune it:
- Confirm that your name, location, and number are valid;
- Regularly update your working hours;
- Choose the most appropriate primary and secondary categories for your company;
- Post high-resolution pictures (exterior, interior, products, services, etc);
- Incorporate short videos that introduce your company (virtual tours, reviews, demonstrations, etc.);
- Use Google Posts to post updates and news directly on your profile;
- Remain active and post at least once a week;
- Stimulate customers to leave any feedback and react to it;
- Monitor and reply to questions in the Q&A section;
- List all your offerings with detailed descriptions and prices;
Also, remember to systematically check GMB Insights. It allows you to monitor how users behave and interact. That way you can adjust your actions accordingly.
Localise your keyword analysis
Keywords are fundamental to SEO. It’s vital to identify which words people use to look for offerings on their site. How can you make this research process effective?
Identify your ideal clientele
First of all, you need to comprehend who your clients are exactly. Define their demographics and tastes. Try to focus on the typical intents local clientele have. They might phrase their searches differently than the broader public.
Use professional tools
We recommend you use specialised tools for your keyword research. They can analyse your competition and suggest the most suitable alternatives. Here are a few instruments you can try out:
- Google Keyword Planner;
- Moz Local;
- SEMrush;
- Ahrefs.
Also, you need to concentrate on long-tail alternatives. They often have lower competition and higher intent.
Analyse competitors
It’s necessary to check out the sites of your opponents. You can use the instruments we mentioned above to analyse their approaches. Identify the top companies in your area and examine their posts and meta tags.
Optimise your content
You should use these keywords naturally in your materials. Try to avoid stuffing as it can have some negative impact. Also, you need to craft blog posts that meet local interests. For example, you can write about
- Regional events;
- Guides;
- Industry updates, etc.
Put more effort into the title tags and meta description. They should be illustrative and compelling to facilitate clicks.
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Build local citations and backlinks
These two components are critical for a strong local SEO plan. They help search engines confirm the dependability and applicability of your company. Below, you’ll find a few tips on how to build them properly.
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Local citations
They help browsers verify the legitimacy of your company. They have a huge effect on your visibility. So, to make the most out of them, you need to
- Make sure that your NAP data is identical across all venues;
- Use the same standard format for all the details;
- Identify major directories you can use (GMB, Yelp, Bing Places, etc.);
- Get listed on local business directories (city’s chamber of commerce website, local associations, community-specific sites);
- Claim any existing listings to avoid duplicates;
- Complete your profile and add images;
- Incorporate the keywords you researched in the description.
Also, you need to periodically check these citations for accuracy. Try to correct any distinctions as fast as possible and edit the info without delay.
Local backlinks
To create effective backlinks, you need to concentrate on building connections and providing value to the community. The first step in this process is the identification of local link opportunities. Those might be
- Firms in complementary industries;
- Local directories;
- Regional occurrences or conferences;
- Newspapers and online publications;
- Bloggers and thought leaders.
The next step is content creation. You need to make these materials as informative and entertaining as possible. For example, you can develop a guide with tips and recommendations. Also, you can share pictures and news about the events you were involved in. You will get more chances to obtain backlinks through these materials.
Always try to build as many connections as possible. You can participate in different initiatives and offer cross-promotion. That way others might mention your site on their resource. As a result, it will help you set your company as an authority in the field. After you acquire the backlinks, you need to follow up. This will give you more options for future collaborations.
Mobile and voice search optimisation
Another crucial local SEO strategy is mobile and voice search optimisation. Currently, people rely more on their mobile gadgets. They actively use them to find companies and services nearby. So which steps should you take to fulfil this need?
Responsive design
The first point you should focus on is the design of your page. It should easily adjust to different screen sizes and gadgets. Also, it’s necessary to improve the loading time for mobile devices. Another important aspect is the navigation. We recommend you use
- Big tappable buttons;
- Straightforward navigation menus;
- Simple form design;
- Concise content, etc.
Local schema markup
Next, you need to employ schema markup on all your pages. You have to give the browsers organised data about your company. This helps them comprehend and show your info more accurately. Use local markup to specify your company’s site, service area, and other useful details. It heightens your odds of showing up in local map packs.
Mushfiq Sarker, CEO of LaGrande Marketing, stated, “In local SEO, schema markup plays a crucial role. Our experience working with over 100 law firms has shown a positive correlation between schema and search rankings. When you apply schema, try to be as detailed as possible by including all applicable parameters. You can find all the parameters available for your small business by searching here: https://schema.org/. Google uses many of these schema parameters to directly pull information featured in the search engine results pages, making your listing more prominent and increasing your CTR compared to your competition. Once you implement schema markup, be sure to run it through Google’s Rich Results Test to ensure that the Google bot can parse the schema without any errors.”
Refine content for voice search
Now, more people prefer to use voice search, especially if they are on the go. So, it’s important to adjust your pages for this type of request. You need to incorporate natural terms that people commonly use. Consider how they might phrase their queries conversationally.
Next, you have to format your materials for featured snippets. Try to make your answers as short and informative as possible. Also, you can make a separate FAQ page on your website. Here, you can address any common questions.
Leverage social media
Last but definitely not least, we want to emphasise the significance of social media. People now actively use these platforms to find what they need. So, it’s an excellent venue to draw new consumers and boost your rankings. Here are a few things you should do to use it for local SEO.
Refine your profile
You need to make sure that the info on your profile is the same as on your site. Also, try to maintain uniform branding on all the platforms. It will help you form your identity and become more recognisable. You need to integrate local keywords in the posts and descriptions here as well.
Connect with your community
As we’ve noted before, you have set your company as a community activist. To do that, you need to
- Announce community events and news;
- Reply to messages and feedback from your clients;
- Include local hashtags in your posts, etc.
Cultivate UGC
User-generated content has proven to be effective as well. So, we recommend you prompt clients to post photos and stories featuring your offerings. It will add genuineness and social proof to your brand. Also, ask them to leave favourable feedback on your account.
Promote local events and team with influencers
You can make event pages on your profiles and ask people to share them. Use geo-targeting features to reach users in certain locations with relevant ads. Also, you can partner with influencers for promotion. They will help expand your reach within the community.
Conclusion
A strong online image is meaningful for any company today. However, for small businesses, it’s not just an option but a necessity. It might be more difficult for you as an owner to differentiate yourself from all the other alternatives in the market. So, local SEO might be your best solution. It targets a smaller audience but gives you more possibilities to stand out.
