Good local findability can bring your company significant growth in leads. What exactly is local SEO? And how do you improve your local findability? Find out in this blog.
Why focus on local SEO?
By focusing on local SEO, you increase your findability within your own region. More and more people are discovering the convenient local search, for example “restaurant near me”. Because these searches are so specific, there is a good chance that visitors will actually come to your business. Local findability has to do with, among other things, your visibility in Google Maps and for local terms in the search results such as “Internetbureau Eindhoven” or “Webdesign Oss”.
What are the benefits of focusing on local SEO? Because these are usually so-called long-tail keywords, there is less competition than on broad keywords. That makes it easier to reach a higher position in the search results. On top of that, the specific search brings relevant traffic to your business, which increases the chance of an actual conversion.
Long-tail keywords are specific, longer search terms with less competition. Short-tail keywords are search terms with a high search volume and more competition.
Is local SEO relevant for your business? If you run an online store without a physical location, local findability is less relevant for your company. The same goes if you operate internationally or have a very specific audience; as one of only a few providers, they will find you anyway. In that case there is often little or no search volume on local keywords.
Local SEO is mainly relevant for businesses with a physical location in a specific region.
Tips for local SEO
How do you approach local SEO? Here are a few practical tips:
• The basics of your website have to be right
No matter how much you optimize for local keywords, the basics of your website have to be in order to deliver results. Otherwise visitors will quickly drop off again. Make sure things like speed, mobile friendliness and the internal link structure are sorted. Read more here about how to adjust your website for SEO.
• Do proper keyword research
Determine which keywords are relevant for your business. Combine relevant keywords around your products or services with search terms that include locations. There are various tools for this, such as the free Google Keyword Planner and UberSuggest, or paid but more extensive tools like SERanking.
• Create and optimize a Google Business Profile
Through Google Business Profile you manage the company information that is visible in the search results. Make sure your Google Business Profile is complete. That is the profile shown in Google Maps when someone searches for your brand name or for related products or services. Make sure your core activity is clearly worked into the business name (see the example). Fill in as much information as possible, such as opening hours, and actively collect quality reviews from satisfied customers.
• Create local landing pages
Set up dedicated landing pages and optimize them for the local keywords that are relevant to your business. Make sure all the important information is on these pages, such as opening hours, parking options or special events. Work information about the city or region into the text to make it even more local. Discover here what a good landing page should consist of.
An example of a local landing page, by childcare provider Welkom Kind.
• Collect and optimize local backlinks
Collect backlinks through business directories, guest blogs, partnerships with local companies or by sponsoring regional events. This shows how relevant your website is to users in the region.
• Put social media to work
For established businesses such as hotels or restaurants in particular, this is a handy local SEO tip. By being clearly visible on social media, you stand out to your local audience. Instagram, for instance, lets you add your location to posts with the location tag function.
SEO campaigns for your local findability at JKC Media
Ready to work on your local SEO and generate more leads with it? We will tell you what we can do for your website in the area of (local) SEO. Get in touch for advice with no strings attached.
