Local Search Engine Optimisation
Local search engine optimisation, also known as SEO, involves improving the visibility of your business within Google’s search engine results pages (SERPs). SEO should form part of any digital marketing strategy.
Local blogs and directories can be an excellent way to build links associated with specific geographic regions, making them excellent sources for citations. But links from authoritative citation websites like.edu sites and community listings should always be prioritised for optimal results.
Keyword research
Keyword research is integral to local search engine optimisation (SEO). It allows you to identify popular terms that will increase rankings and drive more traffic, and gain insight into how people search for services provided. With this knowledge, enhancing website content, including titles, meta tags and URLs, becomes much easier for better optimisation and rankings.
When conducting local SEO Adelaide keyword research, start by brainstorming solutions your customers are searching for and using a keyword tool to discover related terms. When compiling your list of relevant keywords, prioritise those with higher search volumes – even low search volumes could prove more relevant if their competition levels are lower and they offer potential additional business benefits.
Beyond ensuring your NAP (Name, Address and Phone Number) are consistent across all online channels, it’s also important to monitor local directories for misspellings, discrepancies in address and phone number formats and duplicate listings – this way, Google will accurately pinpoint where your business resides.
On-page optimisation
On-page optimisation involves improving the quality and structure of website content. It includes making sure keywords appear at appropriate places while also reading smoothly. Key on-page SEO elements include page content, title tags, URLs and HTML tags – don’t forget geo-targeted keywords too!
Search engine optimisation (SEO) should be essential to any online marketing strategy for businesses targeting a local customer base. SEO helps drive customers directly to your business while increasing brand recognition – something which small businesses, like independent pet shops or personal trainers, depend on local sales for income. It can be especially beneficial in making this approach work in your favour.
Traditional marketing techniques such as word-of-mouth and local advertisements may work to attract local customers; however, they tend to be less effective and costlier than digital strategies like local SEO Adelaide. SEO offers a cost-effective method of increasing online visibility and drawing customers nearer your business.
Google offers two types of local search results on its SERP: sponsored results are marked as such and appear at the top, while snack pack results represent businesses that Google considers relevant to a search query – these appear beneath organic “blue link” results and depend on various factors including relevancy, prominence and reviews to display effectively.
Structured data
Structured data refers to preformatted, standard-compliant information arranged into rows and columns and compatible with relational database management systems (RDBMS). By contrast, unstructured data – also called big data – is highly complex and qualitative data that does not adhere to any particular format or set of standards, making its accumulation faster yet harder to manage.
Structured markup helps search engines better understand your page’s meaning and relevance, qualifying you for enhanced results such as featured snippets, image and video carousels, and knowledge panels.
Structured data provides multiple advantages, but it should be remembered that structured data doesn’t guarantee anything – for instance, it won’t guarantee you a featured snippet – however, structured data increases your odds of being chosen as such.
Link building
When conducting local searches, Google displays two sets of search results: map pack results and organic blue link results. To rank in the map pack, you need to ensure your name, address, and phone number (NAP) is listed across various channels such as your website, GMB page and other directories; additionally, including click-to-call buttons can increase the likelihood of ranking within this snack pack by up to 60%!
Local search rankings can also be affected by proximity. When listing businesses for local search, Google typically displays businesses closest to the searcher first. While you cannot control this aspect, it should still be considered when optimising your Google Business Profile for local search. Furthermore, ensuring your NAP is consistent across the web is also vitally important.