Benefits of local ranking
Ranking high in the local search engine results page gets you found by customers primed to make a purchase. There are a number of benefits to optimizing your local SEO, such as:
Increased customer connection
According to Google, 76 percent of people conducting local searches visit that business within a day. And 60 percent of those using their smartphones to find local companies contact the business directly. The truth is that the higher you rank, the easier it is for potential customers to find you.
Local SEO doesn't just drive traffic to your website or your business, but it also brings better conversion rates. Users are much more savvy with their search efforts, and they usually use very specific terms to narrow down their search. Optimizing your local SEO efforts puts you higher on the search engine results page when people are looking for nearby businesses.
Lower advertising costs
When you focus on your local keyword ranking, you can reach more potential customers without the high cost of local advertising. Gone are the days when you need to budget a lot for banners, pamphlets, mail-outs, local tv and radio ads, etc. Digital marketing has levelled the playing field between big and small companies looking to reach consumers. By optimizing your SEO, you can reduce the amount you need to spend on advertising without compromising your reach.
How does Google determine your local ranking?
There are three factors that Google looks at when it ranks your business website, these are:
- Relevance - how closely your business profile matches what the user is searching up.
- Distance - measures how far your company is away from the location term used by searchers.
- Prominence - this is your business reputation or how well-known your company is online.
How to boost your local keyword ranking efforts
There are several methods that your marketing agency can use to improve your local SEO efforts. These include:
Complete your Google My Business page
There is nothing more frustrating to searchers when they come across your account only to find that crucial information is missing. To avoid losing potential customers, complete your Google My Business account page. That means including your phone number, address, photos, business website, hours of operation, payment methods, details about your products and services, etc.
Identify local keywords to target
SEO keywords for local searches may differ from other SEO keywords and phrases you'll use in your digital marketing efforts. You'll want to include more location-specific terms to target local searchers. Keyword tools can help you identify popular search terms used by those in your geographical area. Decide on the ones you want to use in your SEO strategy, and be sure to include them in your content, meta content, and URLs.
Optimize for voice search
Statistics show that 20 percent of searches in the Google app are done by voice. That means that people ask their devices to conduct the search for them, and they may be using different keywords or phrases. To optimize your keyword ranking for voice, use more long-tail keywords as people are more likely to use more words when they speak rather than type.
Create local content
Creating content is an essential part of any digital marketing strategy. When you're looking to boost your local ranking, consider how to develop local content, such as:
- Develop local-specific websites for your operations
- Create videos about local causes your business supports
- Write blogs about local news or activities
Have a mobile-friendly website
There are 33.7 million Canadians with mobile devices, and that number will grow to 38 million by 2026. For your local SEO efforts to succeed, you need to have a mobile-friendly website. This means you'll need to ensure
- Don't overuse images
- The fonts you use are easy to read on smartphones
- Your website loads quickly on all devices
The faster your website loads and the easier it is to navigate on a phone-size screen, the better the user experience for potential customers.
Design a webpage for each product or service
Many businesses simply create a single page where they group their products and services. However, by having a unique page for each product or service, you'll get a better boost for your local SEO. This is because the more pages you have, the more authority search engines will assign your company. Authority is equivalent to being seen as an expert in your industry.
Create location-specific pages on your website
You'll be able to boost your ranking if you include an about us page that is location-specific. If your company has several locations, be sure to create a location-specific page for each area. Use your local keywords for the copy on this page, and be sure to include the following details:
- Attach a Google Map to each location page
- Parking availability
- Name, address, and phone number
- Store hours
Get listed in online business directories
Building your brand as a local authority involves getting your business listed in online business directories like Yelp, MapQuest, YellowPages, etc. Having a listing on these websites can also improve your local SEO. Regularly check your listings to ensure the information is consistent in all the directories.
How Soap Media can help you boost your local SEO
SEO requirements change often, and our team at Soap Media works to stay ahead of Google. We know how important it is for your company to connect to local customers. That's why we recommend a local SEO strategy so you can build a solid reputation in your own neighbourhood.
If you're looking at boosting your local ranking online, contact Soap Media's team of SEO specialists and let us help you boost your traffic, conversions, and bottom line.