When your business goals involve driving customers to a certain place – for example, to the office where you conduct business – it’s best to make your site rank especially well in that specific location (be it a town, a city, a state or a country). It’s called local SEO: location-focused SEO activities. This type of SEO is strongly recommended to brick-and-mortar businesses: they need to be relevant to the local population, and search engines need to provide relevant results to prospecting customers.
The steps for performing local SEO on your site are as follows:
Local keywords research
Let’s say you own a fashion business in Kallithea, Athens. How would someone in Kallithea look you up online? Fashion Stores Kallithea is the most obvious keyword that comes to mind, and also the most perfect. What makes me so sure? It’s long-tail and captures user intent fully: what they want (a fashion store) and where they want it (in Kallithea). It’s safe and effective to optimize a local company’s site for this kind of keyword.
If you are well-versed in your niche and know how to write specialized content, you’ll give your site a great advantage. Your prospective customers will see you as a professional, and search engines will appreciate what you do for semantic search.
Google My Business
If you Google a company, you will most likely see it on a map right in the search results, with an address and phone number. Handy, isn’t it? How can you do the same for your own company?
You will need to submit a listing to Google My Business. Fill it out with as much information as you can, including your company’s NAP, open days and hours, photos of the building and website URL. Doing so will make your company’s information appear in Google Maps, Google+ and organic search results. It will even get its own knowledge graph.
Google Maps and structured data are a deadly combo. One shows you on the map, the other shows searchers all important information about your business without having to click any further. All you need to do is add some extra code on the pages you want to empower, and the information will be displayed right in search results. The catch is, you have to get those pages on Google’s page one first.
Gather positive reviews
Customers trust each other. A single review can make or break a business. Give your customers the best service you can offer and then ask them to leave a review on your site – most of the time, they will. Gather as many positive reviews as you can and show them off and online, and many more customers will flock to you.