When it comes to SEO strategies, the big wins seem more appealing than the little ones. After all, who can resist the appeal of high authority, high readership, and other bonuses which seem more appealing than local optimization? Some SEO experts and businesses might justify their efforts by saying it’s harder to explain spending the budget on optimizing low-conversion areas.
Ignoring local optimization, however, can be costly.
Since the release of Google’s “Pigeon,” companies have realized the importance of local SEO – and that they shouldn’t take this for granted. As the search landscape continues to focus on location-based search engine results pages (SERPs), the trend is unlikely to die.
So why should enterprises pay attention?
The Growth of Personalized SERPs
Google has always been focused on personalized SERPs for a variety of reasons – location, being one of them. Websites optimized just on a national level miss out on a lot compared to companies who focus on local optimization, as well.
Here are some examples:
Thriving in Denver’s local SEO for businesses means dedicating pages on the site to each of the business’ branches. On-site listings serve as the foundation of your local listings’ authority. This page should also contain plenty of information on each location; the NAP citation – name, address, and phone number – however, is the most important factor. Each individual location’s page will target links earned from external sites, improving your brand’s authority.
Consistency across NAP citations is crucial, so steer clear from multiple variations of the business name. Is there more than one person involved with the directories and listings? Consider implementing internal processes for standardized NAP citations.
Local ‘Snack Pack’ Result Listings
Visibility has always been anyone’s game, but since the introduction of local ‘snack pack’ listings, the struggle has been very real. Google cut their displayed results from seven to three, which means the competition for visibility has become even stronger.
How do you survive?
Getting your local listings organized is the first step. This gives you the fighting chance to rank for the first three results. Increase your chances of getting in by adding more information to increase click-through rates (CTRs).
Mind Your Reputation
Authority is a valuable asset online; customers are big fans of a good reputation. Reviews are not just about boosting the brand’s confidence; they also give more value to customers. Reviews let your customers know that you value their opinions, and this helps strengthen their brand loyalty. Also, Google enjoys reviews – it gives your brand more authority.
Studies show that users will most likely click on your site and buy if they trust the business. It’s always a good idea make the review process as simple as possible to encourage users to complete them.
When it comes to rankings, minding the reviews is essential. It’s a double-edged sword that promotes both transparency and honesty. Don’t even think about faking reviews; Google can easily pick up the change in the system, which will result in a drop in rankings.
The Bottom Line
The more visible a company is on a local level, the more customers will come. Since they can easily find and choose your service, they need not search for other brands. Also, local presence is a perfect complement to maintaining a thriving online presence.
Keeping your ads in order locally and nationally guarantees a bigger presence on page one. Just remember – mind your SERPs and your listings.