On-page optimization is imperative if you want to maximize the success of your local SEO campaign. When your pages are refined with SEO in mind, search engines gain a greater idea about your website’s content – and it is ranked higher by the likes of Google as a result.
It’s not just about appeasing the search kingpin, either. The more you optimize and flesh out your pages, the more you’re going to entice and engage your target audience. Aside from the boost in leads and conversions, your content will naturally gain additional social media shares, organic backlinks, and other SEO benefits.
Before you can experience these advantages, however, there are various steps to take to improve your site’s local on-page SEO.
Produce content-rich local pages
For on-page optimization, you need to create content which appeals to both local users and search engines. This might seem like a tricky prospect, but the task is made a lot easier thanks to Google’s continual refinement of their search algorithm. Their attention is primarily on quality content these days, which means you can focus on writing for your audience – and not pumping up pages with an excess amount of keywords.
Local keywords are still a factor, of course. They should act as the foundation for your pages. Say you run a graphic design agency in Chicago. In this case, you could create a page with a keyword like “Chicago graphic design agency” as the basis.
Alongside the main pages of your website, don’t overlook the potential of running a blog. Regular, interesting content could see you becoming recognized as an authority within your industry. Not only that, but an increase in content means your site has more chance of showing up in relevant searches. While you may struggle to create a steady stream of high-quality blog content, this issue can be resolved by utilizing a professional writing service.
Optimize URLs, headers, title tags, and meta descriptions
Optimizing the body of content is the cornerstone for each page, but numerous other aspects require your attention. Remember: every new created page is a fresh chance to be found on Google. Because of this, all elements of the content need to be refined, so it appeals to the search engines.
When creating a page or blog post, take the time to optimize the URL, header, title tag, meta description, images, and so on. This can be done by following guidelines for each component, as well as incorporating high-volume local keywords when applicable.
Seal the deal with a call to action
You’ve enticed users to your website. Now you have to convert fleeting visitors into loyal consumers! To do this, you have to get them to act on their interest in your company. This could be done with everything from a product purchase to signing up for a newsletter with their email address.
A strong call to action can help convince them to invest in your business. Begin by listing your features and demonstrating why your company is the best locally, and then deliver an effective CTA, so users are not searching around for what to do next. The CTA could be everything from a “Learn more” button to a “Request a quote” section.
Spotlight reviews and testimonials
Reviews and testimonials can be transformed into strong promotional tools. When you are armed with glowing feedback, you can share this publicly and build up confidence and trust in your business.
If you manage to secure that trust, you’re in a prime position to turn leads into conversions.
Use Google Maps
When you’ve hooked someone in with your website content, you ultimately want them to visit your local business. While having your address details helps, always go a step further by also embedding Google Maps.
Firstly, it helps to give your website a professional look – if embedded properly. More importantly, it helps retain users on your website. If they decide to search for your business via their own initiative on Google Maps, there’s a greater chance they’ll find – and choose – a competitor instead.
By incorporating Google Maps on your site, potential customers can find your business with ease.
Produce multiple location-themed landing pages
Does your business have multiple locations? In this case, it makes sense to create a separate landing page for each location. This way, you can rank organically for each area, which naturally boosts your search visibility.
As an example, the landing pages could take on this type of structure:
- com/new-york
- com/new-jersey
- com/philadelphia
Note: take the time to create unique content for each landing page. Duplicate content is only going to harm your ranking relationship with Google, rather than improve it.
A visible and consistent NAP
For the uninitiated, NAP stands for name, address, and phone number. This is a component of local SEO than needs to be posted on multiple platforms – and not just your website. Ultimately, a potential customer shouldn’t have to struggle to find these details.
Remember to add the NAP as crawlable HTML text – and not an image – on your website. Place these details in either the footer or header. Also, ensure the NAP is identical across the likes of social media and your Google My Business profile. If the NAP is inconsistent, this could be punishable by Google.
Mobile-friendly approach
A mobile-friendly website is imperative for any local SEO campaign. It is said 88% of consumers conduct local business searches via their smartphones. Due to its prevalence, you cannot afford to skip optimizing your site for mobile devices.
The good news is you typically don’t have to do much work in that regard. These days, website building platforms incorporate mobile-friendly design and functionality as standard. If your website is more than five years old, however, it may require an update or complete redesign.
Due to the many elements involved, local on-page SEO is not a straightforward process. If you don’t want to take on the task alone, there’s always the option of receiving help with our managed SEO campaign. Sit back, leave our experts to do the heavy lifting, and watch as your local pages are optimized in full.
