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New to local search and wondering where to start?
Read this article and by the end you will know how you can rank your website locally.
If you have done SEO for any length of time, you may know one thing: SEO changes all the time. And when it comes to Local SEO, it is of utmost importance that you optimise your on page and off page SEO strategies for your local business website.
And as the competition is increasing you simply cannot buy an EMD and rank without doing anything else.
To simply put it..Just follow the guide lines in this post and you will be able to rank 95% of the sites you work on.
On page optimisation strategy
There is no need to go overboard with it. There are only 3 major areas of focus
- Title tags
Understanding Title Tags
According to moz you should optimise your title tags with 50-60 character limit.
To make it easy for you, you can simply use the templates that we use to optimise our’s and clients websites.
Home page title – [Business Name] HVAC contractor in city, state Abbreviation
Example- lavender ac repair and HVAC contractor in dallas,tx
About us title tag – [Business Name] is the #1 HVAC contractor in city, state Abbreviation
Services title tag – [Business Name] Heating and cooling services in city, state Abbreviation
Contact page – Contact an HVAC contractor today [Business Name]
Understanding URL Structure
Few years ago you could add the keyword and location in a URL and it could greatly increase the visibility of website in local listing as well as organic.
But nowadays it is a little bit complicated.
Now you can stuff keywords with location on every single page. You have to be aware of everything you do and strategically optimise.
Proper format – lavendarrepair.com/lavender-hvac-services
Acceptable – lavendarrepair.com/our-dallas-services
Understanding heading tags
A common practice that I have seen is that your h1 tags should be the exact same as your title tag.
We don’t want our title tag to be same as h1 tag because Google search has evolved and we don’t want to rank for single keywords with exact phrasing. Instead we should cover a range of keywords under the same topic and within same industry.
Let us use an air conditioning repair page as one of our examples and some factious lavendarrepair.com as domain.
The title tag is – [Business Name] HVAC contractor in city, state Abbreviation
url is – lavendarrepair.com/lavender-hvac-services
the h1 tag I would use is “lavender’s air conditioning repair serving dallas”
h2 tag would be “common repairs our hvac contractors make”
Understanding internal linking
When we interlink internal pages, for the anchor we want to use the target keyword(s) the next page is trying to rank for. That way, when an external link lands on the homepage for example, some of the link juice will trickle down to the next pages in the hierarchy and will be focused on the target keyword.
So, if you send one link to the homepage, each of the hierarchical pages below will get some ranking boost too.
You want to place these links in the context of the page. The sidebar and menu’s do not yield the effect we’re looking for.
Here’s what the diagram would look like with example anchors on the connecting lines:
Understanding link building for off page seo
In this section I will layout highly actionable tactics you can use for yourself or your clients and I don’t use PBN because they are rarely necessary for local search.
- Create social properties
Here are few of websites on which you should register because for a legitimate business, it makes perfect sense.
- LinkedIn (company page)
- Citation links
Citation links are one of the important factor for ranking locally. Google pick up the citations bases on certain consistencies, the most important being phone number, not business name.
Here’s some of the top citation sources to grab:
- Better Business Bureau
- Yellow Pages
- Super Pages
- bing Local
- Create web 2.0 properties
These are properties that you DO NOT use your business name when optimizing, or even when signing up.
3 properties I like to have, are:
You don’t optimize for your business because you’re wanting to artificially create a local relevant property.
If you’re from Cleveland, Ohio, you would optimize these properties as being a “news” property for Cleveland OH.
There is a common problems that are affecting business owners and seo companies. Most of the seo companies outsource all of the work to inexperienced freelancers.
Many also use outdated tactics that are not as effective now.
Hopefully this guide might help you to get results quickly for you and your business.
This Article is written by Naval Gupta is the Local Search Evangelist at Digiarise.
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