Using Local Search Optimisation for Your Website
Local search optimisation is the first stepping stone towards an effective SEO campaign. Local searches have become the most prominent search results since Google made vast changes in 2010.
People want to see that you are local when finding you online. This is why Google can give up to 15 Google Places listings as the first result, even above the highest ranking web page.
Let's take chiropractors as an example. If you are looking for a "Chiropractor in London" you do not want a website or business listing in some directory from Brighton. Prior to this change in Google's algorithm, searches like this were happening all the time. A search for a "Chiropractor in London" could in fact give you a heavily marketed website from some other region entirely.
That's not useful is it?
Google uses a number of things to determine your geographical location. Any good SEO Company will take this into consideration in your SEO campaign:
Your phone number - Your telephone number should be visible to Google (written in HTML, not an image) and Google will actually note the geographical location of your area code.
Google Places Listing - An optimised Google Places listing can go a long way in terms of sending you visitors. It can show up on the first page for your service area . There are also business listings for yahoo and Bing and these should be created.
Your website content - This may seem an obvious point, but if you service all of London (for example) this should be made clear and should be used intelligently across your site in relation to your other primary keywords. This applies to your page titles and descriptions.
Include yourself in local listings - Like most new websites, adding your site and services or products to local directories, listings, local press etc will add weight to your local search results.
Your company address - Your company address should be available on your website, preferably on every page.
For larger companies with 2 or more branches, or service areas in 2 or more very different regions, you would be wise to plan your website and discuss this with your SEO Company as bringing business to both geographical areas will require more effort. One or more pages for each geographical location will most likely need to be setup.
Directories such as Yell, Touch Local and other business listing websites around the world are fading out. Perhaps you have noticed this with your own business, where 3-4 years ago an expensive "Premium Listing" in a local directory would get you all the visitors and clients you wanted.
These directories are no longer worth the expense. A well optimised website backed by a strong SEO Campaign will give you 10X the results than paid inclusion listings.
People want fast, informative local search results. They want something which matches what they had in mind before they even started typing in the search bar. If you invest in this then you will be well on your way to a steady stream of new visitors and of course conversions and sales.
Local search optimisation is included in all of our SEO campaigns. If you want help from a professional London SEO Company, feel free to call us on 0208 123 2351 for a free SEO review of your website and its local search strength.
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