If you’re wanting to focus more on your SEO strategy as a local business, you’re in the right place! We’re here to introduce some of the core areas you should be focusing on. We’d recommend working with a reliable agency to help you implement your SEO strategy, as there is a lot to cover and it is a complex industry. SEO can be transformative for local businesses, so make sure to incorporate these things into your marketing strategy to transform your business.
Local Keyword Research
First up, we have local keyword research. This is the process of finding keywords that people are searching for when they’re looking for a local service. Using a tool like Google Keyword Planner can help you to identify these keywords. Start by searching for a term that includes the service you offer and then the most accurate location, like “dentist Wakefield”. You will then be provided with other suggestions too, or it may tell you that the keyword you’ve inputted doesn’t get any people searching for it so you may need to widen the area slightly.
Whilst this may sound simple, in order to identify the most effective keywords, it is best to work with an agency to help you get the strategy right from the very beginning.
MAP Pack
Next up, you should also focus on your MAP pack optimisation, which refers to the search results under the map that appears when you search for something local. Appearing here as a local business is really important, to help with the authority of your business and for pushing you ahead of the competitors organically, as the MAP pack appears at the top of the page. Getting a Google My Business profile, and then ensuring that all of your information is inputted and correct (including being exactly in line with the information on your website) is key. Things like images, your address, regular updates, opening times, reviews and any other relevant information should all be included in your MAP pack.
Directories
Another important component of an SEO strategy for a local business should be adding your business to local online directories. When your website is appearing on reputable directories related to your location, it helps to tie in with your website and indicate to Google that you are a strong local business that is mentioned across the internet. So, contact local business directories and apply for your business to be added. Make sure to include as much information as possible, much like on the MAP pack, so everything ties in nicely across the directories, your Google My Business profile and the website.
Reviews
Last but not least, you should encourage your customers to leave reviews. Reviews help local SEO rankings by building trust and credibility for your business in the eyes of Google, as well as massively helping with click through rates when you support your ratings with structured data. It’s a win-win in this way, so encouraging your customers to leave a review is really important. You could provide an incentive for this, maybe a free coffee on their next visit or 10% off the service. You’d be surprised at how many people will leave a review with a bit of an incentive, so give this a go!
Final Thoughts
SEO is one of the most cost effective marketing strategies, as you don’t actually pay to appear on Google, you just pay your SEO agency to use their expertise and then you can reap the benefits with an ongoing strategy. This differs from things like PPC or paid social where you have to pay for the advertising space. Additionally, SEO also tends to provide the highest conversion rate, as you’re targeting people who are looking for exactly what you offer. So, invest in your local SEO strategy and you’ll see how much it can positively impact your business.