Local Search Engine Optimization Guide

Written by: Jason Bayless | December 03, 2015

Optimizing your website for local searches is one of the most cost-effective ways to bring in traffic and then convert that traffic into paying customers. While the principles of local search engine optimization are relatively straightforward, many small business owners are unsure of how to create a powerful online presence with this unique strategy. Here is a look at some tips that you can use to identify your ideal customer base and then begin making conversions.

Create a Long-Term Plan
The first step in this process is to write down exactly what you want out of your website and what you would like your website to accomplish over the next few years. Every single business is slightly different, and this means that some business owners might want to make more online sales while others would like to establish their company as an industry leader. Documenting these goals will ensure that everyone involved in the marketing campaign is on the same page.

Utilize Tracking Tools
Before any money is invested into your online advertising campaign, it is important that you have website tracking tools such as Google Analytics in place. Failing to collect and analyze your site’s metrics will make it difficult to identify and change strategies that are not working. This is especially important for local SEO as your keywords become even more important than usual and you must be able to track exactly where your traffic is coming from.

Content Remains King
Content is generally seen to be the most important tool when it comes to optimizing a website. Not only will good content keep visitors on your page for a longer period of time and increase your conversion rates, but it will also help you rank higher for all of the local keywords that you are optimizing for. Business owners and their marketing team should utilize all forms of content including articles, blog posts, how-tos, white pages, and press releases.

Don’t Ignore Titles, Subtitles, and Meta Tags
It is always fun to post witty, vague, or topical titles, but this could hurt your rankings as you attempt to optimize your website for local traffic. All of the leading search engines scan a page for titles, subtitles, meta tags, and meta descriptions to pick up on local keywords. If the search engine spider cannot find good keywords and phrases in these areas, then they might direct traffic to another page or even another site.

Get Listed in All Local Directories
Registering your business with all local directories is more important than ever and one of the best ways to bring in high-quality traffic. Some of the top directories that all businesses should register with include Yelp, Yellow Pages, White Pages, MapQuest, and Angie’s List. With nearly 6 billion searches made through Google per day, your company should also be registered with Google My Business in order to appear on Google map searches.

Turn Social Media Accounts Into Touchpoints
Having an active presence on the leading social media networks is important for businesses of all types and sizes. Even B2B businesses can benefit greatly from having traffic stream into their site from social media networks. At the minimum, every business should stake out their spot on Facebook, Twitter, Instagram, and YouTube. Even if you do plan to be active on all of these sites, establishing an account will prevent others from using your business name.

These few tips will help you begin the process of optimizing your website for local searches and improve your marketing campaign’s ROI.