Local SEO for Web Developers

Written by: Jason Bayless | March 21, 2017

It’s one thing to have a website that is search engine optimized. It’s another thing entirely to have a website that has strong local SEO for a particular place or area. If your website lacks local SEO, it could mean losing to competitors in certain local markets. Local SEO is certainly something any web developer worth his or her salt should be cognizant of. With that in mind, here are some local SEO tips that can help ensure that the consumers you want to reach can find you.

  1. Implement Dedicated Landing Pages

In regards to local SEO, the landing page is extremely important. This is especially the case for large national chains. For example, if your company is a national chain that sells take and bake pizzas, having one landing page for all your locations is not really the optimal choice. You can’t simply stuff the name of 227 cities on a single page and hope for the best either. In that case, your ranking will likely be punished for keyword stuffing.

Instead, each individual location should have its own landing page. The landing page for the Flint, Michigan store should be separate from the Bowling Green, Kentucky store. This may seem like more work, but it is well worth it. The page will come up if someone searches “Bowling Green pizza” in Google. This would not be the case with a more generic landing page for all locations. Instead, the local competitors would likely come up at the top of the search. This can also present you with the opportunity of listing phone numbers, addresses, store hours, etc. for individual locations on such landing pages to more easily convert those website visitors into paying customers.

  1. Integrate Localized Content

Simply listing the name of a city on a landing page, however, is not always the best strategy for developing the most impactful local SEO. Instead, you should also consider localizing the content. This will give some extra value to the website for consumers in specific cities or towns. It could help keep them coming back for an extended period.

You should also keep in mind that these days Google places a strong emphasis on content in regards to how its algorithms rank websites. Google knows that it is quality content that provides the most value to its search engine users. Consider ways you could integrate things like local news, blog articles about local events and more into your website.

  1. Get Your Business Listed

However, one of the most important steps to crafting quality local SEO doesn’t even involve the design of a company’s website pages. Instead, it involves getting the business listed on different online directories and websites. In regards to Google, the two most important websites you should get your business listed on are Google My Business and Google Maps.

Simply having your company listed with these services can help give you preferential treatment in local Google searches. Your company is likely to come up near the top of the page with other information like store hours, street address and phone number if that is the case. Being listed on Google Maps of course also means people will be more easily able to find your store by simply accessing Google Maps while using their smartphones while out on the road.

  1. Perform Local Analytics

Attempting local SEO and successfully optimizing your website for local search are two separate things. You need to be able to track your progress through the use of website analytics. Google Analytics is one of the best choices. It will allow you to see what searches people are using to reach what landing pages. If they are using localized keyword phrases, you will know. You should also be checking to see where the visitors to your website are coming from. If you aren’t producing enough hits from the city you are targeting, you may need to make changes.