How to Rank More Highly in Local Search
Every day potential clients use the internet to locate local businesses and make the decision to visit them with the intent of making a purchase. As a result, it is becoming increasingly important for local businesses to make sure that they rank highly on local search engine results pages (SERPs) to ensure that customers can locate them quickly. However, search engine optimization (SEO) for local searches differs significantly from regular SEO, and there are a number of strategies you need to employ to ensure that your business gets the traffic it needs to convert sales. Below are a few techniques you can use to improve your local rankings:
Provide complete details about your business. Local search engine results tend to favor businesses which have entered complete and accurate information into their local business listing services. Local servers such as Google’s My Business and Bing.com’s “Places” listing services allow businesses to include their local information. This includes adding details like physical address, telephone numbers, a comprehensive description, email addresses and other contact information. Hours of operation are also important as a way to provide customers with information about what your business is about, where you are located and what times they can visit you.
Build local citations. Local citations are mentions of your business on the web and include details such as your business’s name, address and phone number. Since Google likes to have as much information as possible about your business to improve rankings, having local citations will increase the credibility of the information you provide and ultimately improve your business’s visibility online. You can use both structured and unstructured sources for your business. Structured sources include sites like Yelp, Moz.com and Yext.com. Unstructured sources include newspaper articles, online content, blogs and others. Citations of your company’s local information through these sources will get picked up by the search engines and will add to your website’s ranking.
Improved user interface. People who visit businesses and websites like to leave reviews on online sites such as Google. When potential customers visit your site, they are usually looking for basic information such as the products you offer, the prices you charge and the location of your business. When they visit your site, they do not want to be bombarded with annoying Flash introductions or difficult navigation. Taking time to improve your webpage’s user experience will prompt customers to stay on your website longer and ultimately leave better reviews which will increase your ranking in the search engines. A mobile-responsive website is so important. More than 50% of all web searches are performed with mobile devices. If your website does not perform well on a mobile device, prospects will not convert and they will also leave a bad review of your site.
Organic online reviews. Reviews from customers and site visitors are important because they convince people about the value of your business. These reviews entice readers to contact your company for further information. They also help improve ranking with the search engines. Organic (meaning, not-paid-for) reviews from customers who are already enjoying your products and services are the most effective kind of reviews. A good user interface, easy-to-find content, useful content and easy navigation all contribute to a good user experience and can encourage positive reviews.
Ranking highly in local SERPs can have a positive effect on your business, bringing you greater numbers of visitors and ultimately helping to convert these visitors into paying customers. By applying a few straightforward and effective techniques, your website can rank higher in local searches and ultimately deliver more prospects who can convert into paying customers.
Would you like to learn more about ranking higher in local search? KEO Marketing can put together complete SEO campaigns to have your website ranked highly in the search engines. If you would like a free website evaluation contact KEO Marketing or call us at 888-702-0679.
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With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.