Local SEO: What is this anyway?
Local SEO means all levers that serve to perform well in local search results. The aim of local search engine optimization is to provide users with results that are relevant to them in relation to a particular location. Either because they’re there right now, or because they’re looking for results for this place.
Search engines such as Google create their own index for local business listings, from which local search results are generated. For this purpose, user-related data such as the user’s location are evaluated. The ranking factors are quite different for different indices. For the local search, Google relies in particular on three factors:
- The distance of the user to the searched location
- The relevance of the search result for the search interest
- Importance and trustworthiness of the company based on online evaluations and offline awareness
There are several types of local search queries in Google search. If the user knows exactly which company he is looking for at which location, it is easy for Google to play out the right result. If, however, he only enters the term “flower shop” without a specific location, Google uses the location of the searcher to offer him the appropriate result. Search queries with location information also depend on the right keywords. More about that later. If you want to simulate a location for testing purposes, you can do this for example in the Chrome Developer Tool.
For whom is the local search important?
Local SEO is relevant to all companies that operate regionally and have a physical address where they serve customers. This includes, for example, restaurants, shops and service providers such as hairdressers, doctors, lawyers, craftsmen, etc. But Local SEO also plays a role for agencies, companies with local branches, public institutions as well as social and cultural institutions.
The size of the company is less important – rather the local reference must be given. The same applies to the type of product or service: as long as there is a local connection, local search engine optimization is an issue.
Okay, if that applies to your business as well, you can move it forward with our six tips for optimal local search results. But first of all: Make sure you know in advance who your target group is and what they are looking for. All the better the following tips for Local SEO can be implemented.
Our six local SEO tips
1. Create a Google My Business profile
In the first place of each Local Denver SEO strategy stands the creation and the care of the own profile with Google My Business. In this way, Google can display your company on Google Maps and Local Listings, as well as play the My Business entry in the Knowledge Panel on the right side of the SERPs.
In the Google My Business profile, you enter your data such as company name, address, city and postal code as well as telephone number and opening hours. In addition, the entry is linked to the website and thus verified.
The advantage: You can enter and update a lot of information yourself. It is even helpful if you log in regularly and update your information. Especially the opening hours should always be up to date! But also high-quality photos, 3D street views and 360-degree views within the premises are a plus in the ranking. The Google My Business Guidelines are therefore worth a look.
This is also a great way to interact with customers: visitors can leave reviews, ask questions and contribute their own photos. In addition, Google My Business offers more and more functions such as the delivery of events and statistics on visitor behavior (visit times, average visit duration, etc.). With the app, you can manage your entry practically from on the way.
If you also want to optimize your company for Bing, you should register it at Bing places for business. In addition, registration with Apple Maps Connect can be useful, because your information is also displayed on Apple maps.
2. Use the right keywords
Local SEO plays an important role in search queries with location information. Perform a keyword analysis and optimize your website to search queries with a specific location (example: “denver roofer”). In this way, Google can precisely match your offer to the local search interest. For large cities, additional districts should be considered.
If your offer is available across cities, then it is advisable to consider the region or the federal state. If you operate several locations, local differences may exist, for example in certain terms. That’s what you should look out for in your keyword analysis. For example, Google Trends can give you clues about regional differences in search queries.
Also optimized for individual products or services and generic keywords without location reference that are often searched in connection with a location. This increases your chances that your product will be found by exactly the right people.
Make sure that the local reference is guaranteed everywhere on your side. Company, product, and location should all appear here:
- In HTML code (e.g. markup of org, geo-tags)
- Metadata: Title and Description
- H1 headings and other headings
- Texts on your page
- Alt tags of images
- URL (only if new ones are created)
Also provides directions, parking situation, map sections and similar information with local reference. For multiple locations, it is recommended that you create subpages for each location.
Not only should you optimize your website in this way, but your keywords should also be used in your Google My Business profile, in entries in business directories and in your social media profiles on Facebook, Xing, Twitter etc.
3. Get Denver citations and backlinks
References to online yellow pages and directories, so-called local citations, give you important references. Not only do they increase your visibility, but they also provide Google with helpful signals about your company’s visibility and authority. Citations mention your company including all relevant information.
There are many different business directories in which entries can be published free of charge or for a fee. Depending on your business and target group, you should carefully consider which ones are relevant for your brand and your product.
Local apps, city portals, club sites, blogs and news sites on regional topics, event calendars or local company websites can also provide valuable backlinks and enhance the relevance of your company.
Another tip: Make sure that your company data is used consistently on all channels, whether in yellow pages, Google My Business, in the footer or header of your website or on your social media channels. This is described with the NAP formula (NAP: Name, Address, Phone). Why all this? When Google finds multiple identical references to your company’s name, address, and phone number, it boosts Google’s confidence in the validity of that information. Your business thus becomes more trustworthy.