So you want to know exactly what to do to get better rankings? Here is a quick Local Search Engine Optimization Checklist.
The inherent problem with the search engines, when first introduced, was the lack of support for local businesses and information due to the platform being seen as a global connection. People were finding it difficult to discover local events, business and locations because search results were displaying results that applied to keywords which could come from any source.
A person doing a quick search for a “pizza parlor” would be given thousands of listings from all over the world; it was a big problem for the search engine user and didnít reward local businesses that could be reaching this person. In response to the problem with global search results, many search engines have begun to integrate local search features into their listings. Now, businesses can rank within their area for their respected keywords and business products and services.
This article is a basic checklist of how to get your website and business presence ranked to the tops in search results using the application of local search engine optimization.
Checklist Item 1: Have you done your research?
Prior to working on local search engine optimization, it’s important to have an overall goal in mind for what keywords your business will be ranking for. Not only does having a goal keep you aligned to the work you’ll need to do but will also reveal multiple main and secondary keywords that will be applicable to your business for local search engine optimization.
Begin by visiting the Google Keyword Tool and plug in the main keywords that relate to your business such as the products, services or information you’re offering. Keep a log of all the relevant terms that apply to your business and add each term back into the tool to see additional related results for your terms.
Once you’ve developed a list for your main keywords, you will begin adding local search engine optimization modifiers to focus each to a specific area which is the basis of this strategy. Add terms like [your city], [your state], [local events], [zip codes] and more. Compile your keyword list into a spreadsheet along with any additional information relevant to your campaign such as the total number of searches for your terms and overall competition; this can be used at a later time to help you focus on “big win” keywords that will have greater amounts of traffic.
Checklist Item 2: Have you applied on-site local search engine optimization?
Ensure the design and functionality of your website is up-to-date before applying keywords and other local search engine optimization factors to your website. You only have one shot to capture a visitor when they land on your website so be sure that your site is attractive and has appropriate copy to hook the visitor in.
Once you’ve optimized the design and functionality of your website, you will begin going through each of the web pages to apply local SEO factors.
For each page, apply the following relevant local search engine optimization information:
– The main keyword in the Title tag that describes the web page’s subject
– A local search modifier such as your city and zip code
– Add your main keyword within the H1 tag
– Add your secondary keywords within each of the H2 – H6 headings that apply
– Optimize your URL structure to reflect your keywords
– Sparingly use local search keywords throughout the body content
For example, a local keyword rich page would be: New York City, NY Pizza Parlor in the Bronx
The main application of local search engine optimization factors comes from the knowledge of keywords people will be using to find your website and then applying them to each page to ensure it matches the search but also takes advantage of the local search modifiers which search engines use to help determine the geo location.
Finally, add your contact details to the website such as your phone number, business address and even a link to Google Maps to not only help people find you but so search engines can index your website with a location.
Checklist Item 3: Are you listed in local directories?
Local directory websites have begun to be one of the main sources for local search engine optimization factors as most are operated by the search engines. Likewise, third party websites that have been around for years have very strong communities and high rankings in search engines which make them a perfect spot to include your business listings.
Your business listings will be the same type of information you would include on your business documentation such as your name, address, hours of operation and more. Most business listing directories also let you add pictures, videos, categories, keywords and descriptions. Use every form on the business listing websites to include some kind of main or secondary keyword without over-optimizing; give people as much information to find your business.
Some of the major directories your business should be listed in are:
– Google Places
– Yahoo Local
– Bing Local
– Yelp
– CitySearch
– Angie’s List
For added effect, you could also search for local directories made by webmasters to inquire for inclusion. There are thousands of niche local directories that have been created by people to help their community find businesses; a few dollars to get listed or getting it for free is one extra factor added to your local search engine optimization.
Checklist Item 4: Does your website have backlinks and reviews?
Once your website has begun to rank and be listed in directories, you’ll want to work on a link building campaign to increase your search engine rankings. Backlinks can be created through a variety of methods from writing articles for article directories, guest posting on blogs, submitting content to social bookmarking websites, blog commenting, forum participation, video links and much, much more.
Work a little every day on building links to your website using the relevant keywords for each page you are pointing to through your anchor text. Diversify your link building efforts and keywords to work on many different rankings instead of trying to push for a single term.
Additionally, work hard to build up your reviews and ratings on local directories and third party websites. Reviews and ratings are becoming increasingly important for local search engine optimization but don’t forget that they also represent what customers think of your business so always be sure to provide excellent service so when others find your listings, they will be greeted with a business that is doing a wonderful job.
Checklist Item 5: Are you social on the web?
Start being social on the web by signing up for websites and services like Twitter, Facebook, Foursquare, Google+ and more. Each of the social networks will let you build an online presence within your area. Use the built in search features for each of these services and websites to find people within your local area and build a following.
Start a Facebook fan page so website visitors can join your page and interact with other community members. List your business in Foursquare and use it to attract repeat customers by adding a bonus if someone becomes a “mayor” of your business. Write incredible content and share it with others in your local community on Google+.
Build a socially aware following that will help generate buzz around your business as if it were a hot spot for great activity. Try to learn as much as you can from your followers so you can create content for your business blog and increase your website rankings and traffic. Use your connections to reach out and expand your reach within the local market.
Bonus: Keeping everything up-to-date
Finally, keep your business information up to date by evolving your keyword usage and business listings as things change within your business. Try not to have irrelevant or out-dated information on your listings else you could drive people away. Do an audit of your listings every few months to make sure it matches your business information.
Conclusion
Web users that are looking for products, services and businesses within your local area no longer need to slog through thousands of search results from irrelevant businesses half way around the world; they are now given a broad selection of local search results based on geo location and search queries. The application of these check list items will ensure that your business has a greater chance appear at the top of the list when local customers are searching for what you have to offer. Take a day to work through the checklist and apply the local search engine optimization factors that truly matter.
To your success
Dennis Koray
Skype: denniskoray
email: info@denniskoray.com
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