Bolster Your Local SEO

Written by: Jason Bayless | January 27, 2015

For businesses seeking to enhance their local search engine optimization, there are a medley of options for them to consider. From augmented approaches to algorithms and ranking factors to leveraging on-page applications and features, it’s never been easier for new players to capitalize on the prowess of this digital asset. Learn below of some of the ways you can take your business to the next level through SEO approaches.

Pigeon

In 2014, the Google Pigeon algorithm disrupted the search approaches of local businesses. Some establishments immediately benefitted from this change, while others are still trying to catch up. Nevertheless, the algorithm remain in play for local businesses to leverage. In adjusting to the application, businesses need to adopt the best approaches to let Pigeon work from them, thereby facilitating their Search Engine Result pages (SERPs).

At the same time, the algorithm is not a cure all for all brands, as it lacks the ability to seamlessly differentiate between spam and local brands in certain cases, although Google is working to upgrade it to better make this distinction. Nevertheless, be vigilant in monitoring your existing local key word rank and make note of changes that will take place in the near future, whereby you will be able to capitalize on local keyword strategies accordingly as the algorithm becomes enhanced.

On page SEO

According to the Search Metric’s latest ranking factors study that focused on broad scale organic research, On-page technology ranks the top spot at 21 percent. On-page technology includes the right keywords in titles and headings, maintaining of optimal site speed, domain authority, such as linking of root domains, number of total links as well as Moz Rank, among other features. Therefore, it is relevant to your local business website. Moreover, an important component for local websites is to ensure that the same name, address and phone umber (NAP) must be positioned within an optimized contact page.

Proximity

As discussed previously, Google is enhancing its applications to better determine the location of a search. It also delivers to the local business proximity-based results. This approach is being implemented not only for for desktops based on IP address or office locations, but also for mobile devices. In order to better serve the needs of a local vendor, SEO applications will work to reach more intricate searches.

Local businesses can leverage this capacity by matching their address, completing their Google+ accounts, developing their business page, ensuring the consistency of NAP across their online presences along with optimization of titles and headings for key words. In addition, synching mobile platforms will be crucial as well, whereby users in close proximity of your business will have full access to the best version of your website, thereby facilitating retrieval of the information they seek, and thus getting them to your storefront virtually or in-person.

Responding to Negative Ranking Factors 

In order to be fully aware of what not to do for helping your business, its imperative to examine the negative ranking factors affecting your search optimization. Topping the negative ranking factors is the detection of listing a business at a false or undocumented location. Coincidentally, this factor occurs most commonly as many local businesses have tried to game the system by claiming a business address in such locations where they do not have any kind of physical establishment or office. Often, this practice occurs, as they attempt to target a more attractive market.

However, their ranking in search for both locations can take a big hit, if the addresses prove false. Therefore, it is imperative for local businesses to remain true to their respective physical addresses. Furthermore, failing to categorize your business correctly undermines your SEO ranking, as it permeates your business website as well as social media presences.