Optimizing Content for Local Search

Local storefront with mobile device open to maps results

Optimizing Content for Local Search

With mobile search continuously on the rise, local search optimization has changed dramatically over the years, with competition for space on the shrunken first page at an all-time high. Making sure your content is optimized for local search is vital to appearing in search results.
 

Make sure your listings all have the correct name, address, and phone number

Consistent listings will help you get found by your target audience. They can appear on a number of sites ranging from industry directories to review collection sites and may show up in searches that your content does not. You should also make sure you claim your Google My Business and Bing Places listings in order to take up more space in search results and pop up in Maps searches.
 

Optimize content for local results

Most businesses do not incorporate schema markups into their content. Schema markups contain structured data that helps emphasize the focus of the content to bots and crawlers. It doesn’t have a direct impact on your rankings, but it helps increase your relevance to your top keywords. Making sure local keywords are included in your page titles and meta descriptions will also help you boost your rankings in your service area. In order to find which keywords your content is appearing under, consult Google Webmasters Tools to see your reach.
 

Build links for Local Reach

Relating back to local listings, building a link network can help you appear in searches and on partner sites. There is a myriad of ways you can do this. If you are on good terms with complementary businesses, you can see if they would be willing to allow you to write a guest blog post for their site. This will allow you to add a link back to your site and branch out to a new, potentially untapped customer market. You can also incorporate relevant landing pages in social media content, citations, and searches.

Jennifer Connors
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