If you own or are running a local business, then you most definitely need to be doing local SEO. This blog post will take you through the basics of local SEO and offer you some pointers so that you can start doing some of your own SEO, even if you think you may not be tech-savvy enough.
Local SEO is the optimisation of your business website (on-page SEO) as well as some things away from your website (off-page SEO) so that your website pages rank better in the search engines when people are searching locally for your products and/or services.
It doesn’t matter if you are a local hairdresser, plumber, gym or a local professional services provider, the people that really matter to your business are people searching within your local town or city, and for that reason, you need to optimise your website on a local level, where it can make a real difference for your business.
Google displays three sets of search results when people submit a Google search. The paid or sponsored ads show up at the top of the Google search results page, then you generally see (depending on your actual search query) the local three pack results and finally the organic search results.
Have a look at the Google screenshot below to understand what I mean (the outdated screenshot below will be updated soon):
As you can see in the image above, when searching ‘Swindon Carpet Cleaner’, the local Google business search results only lists local carpet cleaning businesses that have registered with Google (we will expand on this later), whereas the organic search results lists the most relevant search results for any particular query in Google. This includes business directories such as yell.com, review sites like checkatrade.com as well as other local businesses.
In a perfect world, you would have your website optimised for the organic search results as well as the Google local pack so that you have more results on any particular search page.
Listing your business on some of the best business listing and citation websites will help with your local SEO efforts but you also need to make sure your website pages are optimised for their relevant search terms. Before you optimise for search terms, make sure you do your keyword research to understand which keyword search terms are the most relevant for your business and have a decent amount of monthly search volume in Google.
There are literally hundreds of reasons why other businesses rank above your business in the search engines. Follow the points below to give your business a better chance of appearing in the Google local pack in the search results pages.
As I mentioned above, the Google local pack search results (above the organic listings and below the paid ads section) only lists businesses that have registered their business with Google. It’s quite astonishing just how many local businesses just haven’t created their Google My Business account and it only takes a little bit of your time to register, and as an added bonus, it doesn’t cost you any money!. Follow the quick guide below on how to set this up.
Before you go ahead and create a new business listing in Google, you need to first find out if there is already a listing for your business. Sometimes an old listing may have been created by someone in your business or maybe you have created one yourself a few years back and just forgot that you did it.
Simply go to Google.com/business and sign in to your Google account (presuming you have already signed up for a Google account). Enter your business telephone number in the search box.
If your business is already listed you may have to claim it via Google support if you do not have access to it.
Once you have checked for your business and found that it is not already listed in Google you can go ahead and register for ‘Google My Business’.
Once you have entered all your business details click the continue button and Google will send you a postcard containing a PIN number that you will need to verify your location. This generally takes only a few days to get you you by post. As soon as you receive the PIN number by post, enter it in to you ‘Google My Business’ account to confirm your location.
While you are waiting for your verification PIN to arrive by post you can fill out your listing. Make sure you fill out as much as you can and write your own business description (do not copy/paste from your own website, make it original).
By entering as much as you can about your business on your Google business listing, it will help other people and Google understand more about your business.
Here are some best practice pointers when filling out your business profile:
Once you have let Google know about your business, you can increase your business relevance in the search results pages by using the following strategies.
There are many strategies that you can use to build up your local online presence in the search engines, but the steps above will put you on a firm footing and will get you ahead of most of your competition if done correctly. Don’t put it off, get started today. It is too important not to. If you adapt and follow the steps above it will help you increase business on a local level by putting your business right in front of Internet searchers.
If you would like help with any of the above or you just don’t have time to do it yourself, get in touch with us at Blue Rock Digital and we will help you increase your local search presence. Telephone us on 01793 677 344 or email us at firstname.lastname@example.org or fill out our contact form here.