Are you getting the most from local SEO?
Local search engine optimisation (SEO) should be viewed as an essential component of a digital strategy for every business with a local presence. So, whether you run a veterinary practice, local supermarket or dental surgery, a local SEO strategy will help you to maximise your visibility to everyone looking for the services and/or products you provide in your local area.
But why does this matter so much?
Well, did you know that more than three quarters of people who search for a local business on a mobile device will visit that business within 24 hours?
And that’s not all because more than 25% of local searches will result in a purchase.
Local SEO rankings are really powerful and you need to know that your approach in this area is working hard for your business because if it isn’t, you’re going to lose out on all-important custom from your target audience who will simply turn to one of your competitors instead.
What do I need to know about local keyword ranking?
Keyword research is essential to local SEO rankings. Selecting the right keywords to target will help you to secure a prominent ranking position for relevant competitive keywords that your audience are already entering into search.
Yes, local results will often generate markedly lower search volumes, local SEO is far more focused on matching searcher intent and driving high-quality, convertible traffic to your website.
How do I maximise my site’s visibility in local search engine results pages?
Firstly, you need to understand which queries and search terms are already helping your audience to locate your business. When you can identify the keywords you’re already ranking for, the process of optimising your site will feel much less overwhelming.
For example, if you know that your veterinary practice is ranking well for “vet in Northampton” you can turn your attention towards attempting to rank well for terms like “best vet in Northampton” or “Northampton vet.”
Remember, when you successfully improve your visibility in search engine results pages (SERPs) for related keywords and phrases, you will increase the reach of your business and ensure that a larger percentage of your target audience know who you are and where they can find you.
How do I maximise my local keyword ranking?
Search engines have been refining their algorithms to deliver more localised results, which essentially means that they want to ensure each user is presented with businesses that have a presence in their local area.
Local Google SERPs have a feature known as the Local 3-Pack and if you want to ensure that your site occupies one of these three, very prominent spots, your SEO strategy is going to need to be comprehensive, refined, and robust.
How to select the best possible local keywords
When it comes to local keyword ranking, your selection of target keywords is ultimately going to determine how successful your strategy is. I’m going to round off this article with a few things to keep in mind during this process:
1. Start with industry keywords
The best keywords are those that are already being used by searchers. So, start by identifying terms that people are using to describe the services and/or products you offer.
2. Utilise keyword modifiers
Keyword modifiers can be added to a search to generate more specific results. So, rather than simply searching for “vet practice” a user might add an “exotic” or “emergency” modifier to narrow their search and locate the specific service they are looking for.
3. Don’t forget locality
Your choice of local keywords should relate to both your location and the location of your audience. A vet, for example, may add “in Northampton” or “in the Northampton area” to their target keywords to create “best exotic vet practice in the Northampton area.”