Local search engine optimization (SEO) powers organic traffic generation for any type of business website that is location-specific. Wedding photographers, plumbers, retail boutiques, and pet groomers need an online presence and frequently turn to WordPress, the most popular content management system (CMS) in the world, to create it. Combining local SEO with this user-friendly CMS makes success easier to achieve.
What Search Engines Value Locally
Search engine rankings for your WordPress site depend on both on-site and off-site factors. Things like organic links and reviews are somewhat out of your hands, although you can encourage customers or clients to take action.
The website-based local SEO that matters includes location-specific keyword use, consistent NAP (name, address, phone number), domain authority, and rich content that informs, entertains, and entices people to click, read, or take some other action.
Local SEO Basics for WordPress Sites
Research keywords that include the city, state, or zip code of the location you do business in. If you have multiple branches or shops, each one must be keyworded separately to maximize effectiveness and to attract the right audience.
Plugins like Yoast can help get those keywords where they need to go. WordPress is SEO-friendly itself. Make your headings powerful, your image captions mention the area and update content frequently.
Creating Powerful Local Content
Most success with local WordPress site for any type of business, organization, or group comes down to a sufficient quantity of high-quality content. Combine static pages and a more dynamic blog to grab the attention of more local consumers.
Start with pages. It makes sense to have clear information about your company, what it has to offer, why people should choose it over others, and contact information and directions to visit. Each page should target a unique location you do business in. These will become landing pages for people searching for things like “”Plumbing in Oakville”” or “”Plumbing in Mapleton”” specifically.
Move on to the blog. Each post should target one geo-specific keyword phrase and provide information, assistance, and maybe a bit of entertainment if applicable. People are more likely to link to blog posts and share them with their friends because they provide valuable information about a topic. If they want to recommend your products or services, they will probably just link the home page or share your name and location.
Proper SEO for blog posts means valuable content with naturally-occurring keyword phrases, no keyword stuffing, proper use of headings and sub-headings, and image or video inclusion to boost interest. Although the goal is local SEO on your WordPress site, talking too much about the location and not about the topic is a mistake. Also, avoid making the blog posts promotional. Give consumers something to think about and judge your company by.
Local search engine optimization boosts location-specific businesses up in Google’s rankings if done correctly. The WordPress CMS helps make the process simpler and intuitive.