Best Practices for On-Page Local SEO

Written by: Jason Bayless | September 22, 2015

The days of mailing out business cards and cold calling are long gone. Now, local businesses are using on-page SEO to drive in web traffic. Often, that web traffic converts to foot traffic, which converts to sales. If you are going to win the on-page local SEO game, you need to incorporate the best practices into your website. Then, you won’t have any trouble competing with the big boys.

Don’t Forget About Page Titles

There is a myth running around local marketing circles that page titles don’t matter. Maybe you can get away with leaving out page titles if you are competing on a global scale but they are incredibly important when competing locally. You need to add keywords related to your service and location in your page titles. This is most important for the homepage, but you should include it in all of your web pages for the best results. That way, you can drive in traffic to your various web pages, which will help you boost your sales.

Keep Your NAP Accurate

NAP stands for name, address, and phone number. If you are trying to optimize for local results, you should put this on various pages on your website. It is critical that the NAP is accurate on each page. On top of that, you need to make sure it matches exactly with social network pages and directory listings. One mismatched NAP can cause your site to shoot down in the search engine rankings. A mismatched NAP isn’t just a wrong address. It can be something as simple as misplacing an apostrophe. Check all of your local pages to make sure the NAP matches up or you will have trouble bringing crowds over to your website.

Keep it Fresh

A lot of businesses try to set it and forget it when it comes to on page optimization. While that might make your site move up in the rankings initially, you will lose a lot of steam. You should constantly be testing your website with new keywords and layouts and pushing that out to the search engines. The search engines will view the pages as more relevant than those that have stale content so you will move up in the rankings.
As you do this, be sure to run A/B tests so you always put the best content forward.

Get Specific with Location

If you serve lots of areas, add separate pages for each location. For instance, if your plumbing company works out of Austin and Dallas, you need one page for Austin and another page for Dallas. Otherwise, you will miss out on a lot of local traffic.

Make it Mobile

The importance of mobile SEO for local companies cannot be stressed enough. A lot of local customers access websites on the go. For instance, they might be looking for a restaurant nearby or a place to buy some shoes and if your site isn’t optimized for mobile, you are missing out on people who are ready to put money into your hands right now. Along with making sure that people can access your site, you need to include your city and state name in the site’s metadata so it will come up in local searches when people are ready to stop by. You can also embed a Google Map on your mobile site so people can easily find you when they are out and about.

Follow these practices so you can get more traffic to your site. Once you get them to your website, work to get them to make a purchase, whether it is inside of your retail location, on the site, or in their homes via a service call.