Localizing On-Page SEO Elements

Written by: Jason Bayless | February 12, 2015

Each year, search engines like Google and others update their algorithms in order to maximize the benefits that their services provide to users. Businesses generally must react to these changes accordingly in order to boost their own rankings with specific targeted keywords and phrases. A number of changes were implemented in 2014, including the Google Pigeon update and the Google My Business feature, to name a few. It is important that you understand how on-page elements can influence localized search results if you want to benefit in the greatest possible way from your website.

Business Signals

Business signals may include factors related to the geographic location of the business and having a keyword in the business title. The Google Pigeon update took local SEO a step further by allowing mobile users to find businesses nearby around their specific location rather than in a specific geographic area. Because of this, the business zip code and other geographically identifying factors are also important on a website that is focusing on local SEO.

On-Page Signals

There are a number of on-page signals that rank highly with local searches. For example, a website that has targeted keywords in titles on the website rather than embedded in text can boost rankings. In addition, the domain authority of the website is also relevant. Improving your local SEO efforts in these areas can yield great results if you want to boost your results for targeted searches.

Consumer Reviews

Google updates are designed in large part to keep website designers and business owners from manipulating the rules to their benefit. Google strives to help its users locate relevant websites based on their specific searches, and it does look at consumer reviews as part its ranking system. The reviews are ranked in terms of quantity and velocity. While the reviews may be located off of your own website on websites like Angie’s List, Yelp and others, it may benefit you to ask satisfied customers to create a review on your behalf. Because velocity is important, keep in mind that regularly asking customers to do this can boost your local SEO rankings.

Behavioral Signals

Google and other search engines pay attention to your website’s analytics. This includes mobile clicks to call, check-ins on social media sites, click-through rates and more. With this in mind, you can adjust your website to encourage your target audience to take the desired action. For example, placing your business phone number in a highly visible location on each page can be beneficial. Redesigning your page to encourage click-throughs can also be beneficial. You may also give your customers special deals, such as a discount on their bill, when they check in through social media websites. forward into 2015. Google has implemented a number of changes that are designed to

Enhancing Your Website

These are among the top changes that you may want to make to your website going benefit users, and they ultimately will benefit most businesses after a few changes have been made. The fact is that these changes can help local consumers find your business when they are searching for your products or services, but you do need to create an online presence that makes it easier for Google to give you a higher ranking. These changes can be tied to other online marketing efforts, such as encouraging Twitter uses to follow you and to retweet your tweets and to encourage Facebook likes with special promotional offers. These all can help you to enjoy better overall rankings with local searches.

Finding a way to get a higher ranking on search engines may seem like a never-ending battle due to constant revisions and updates by the search engines themselves. However, you may find that these changes are beneficial to your consumers, your company and your website’s rankings alike. With how easy many of them will be to implement, you may be pleased to find your website climbing in the rankings soon.