The world is rapidly becoming a global village. This is an amazing thing for global businesses, huge retailers, and even small-scale operations which market their products worldwide.
The answer is that not only that you can, but it’s also strongly advised for large, non-local businesses as well. The power to target a specific area results in better client response, higher conversion rates, and generally more involvement.
Most people search locally before they look anywhere else. Our sense of community is a strong part of our behavioural mode as customers. Over 70% of all online activity is locally centred, with more business searches happening on Google Maps than on a regular Google search.
Our local Lincolnshire SEO services team has put together this brief guide that you can follow to increase your local search marketing results significantly. It will take some work, but it’s not nuclear physics – and here it is!
This includes region-specific keywords (in our case it’s Lincolnshire, Grimsby, and Lincoln city), search themes and the words used for them, all the way down to slang words that you only encounter in a certain locale. To do a thorough research for all of these nuances, AdWords is the best go-to tool to start with.
Put the geo-targeted keywords in your URLs, Titles, Descriptions, Image Alt Tags, Headers and pretty much everywhere they can be added. If your web page has “Lincoln, Lincolnshire” written in bold letters all over it, on the sidelines, and between the lines, the search engine will know what to do. Notice the addition of the county.
If you have a large business with many branches/franchises operating in different parts of the country, or the world, running multiple sites with local domains and highly localised content is the best way to reach local customers. If you wish to reach specific regions using one site only, you can do that by creating multiple pages for the same service or product, each dedicated to a specific place. This way local search marketing in Lincoln can be split into a page for local search marketing in Grimsby, another for Boston, yet another for Skegness, and so on. Make sure each page exhibits unique, fresh copy to avoid penalties and of course, optimise all of its HTML elements accordingly.
Mobile searches are over 85% of the total, and most of them are highly-local, happening in Google Maps or just localised by the search engine. The almost pinpoint precision is allowed by GPS Location Services built into every phone. Most tablets also have this feature, even if they only run on WiFi. Not tapping into this powerful stream of customers will leave a business far behind the competition. Search engine optimising for mobile is now the first thing a website needs to do. In fact, most web developers build a website following mobile-first principle, and for very good reasons.
Local listings will play a big part for small businesses in sending local signals to Google that other people have reviewed your business and that the information you’ve listed is consistent in different places.
The listings specifically will help with identifying your website as a local solution (distance), within the right categorical listings (relevancy), and they will help you garner more positive reviews (prominence).
Appearing in as many relevant local directories as possible will send good local signals to Google that your SMB is a solution for related queries in the corresponding areas.
It’s important to keep your own database of where your business has been listed so you don’t duplicate any of your local listings. This can cause the search engines to index the wrong data and affect your rankings for localised queries and local pack appearance.
Once you’ve ensured that everything is consistent, you can double-down on your listings with each of business location to garner more reviews and help your business’ prominence signals.
Good luck! And of course, if you decide to consult a company with amazing credentials for local SEO services in Lincolnshire, we are at your service. Call us today on 01673 838159 or pop into our studio for a coffee.
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