by samWith the rapid speed that the digital world is changing, local search results are becoming more and more relevant to both search engines and users. For a vast number of keywords and search terms, search engines will look to provide you with local results above national, using your device IP and other technical factors to determine your location.
In this article, we discuss 3 tips for successful local SEO / digital marketing.
1. Location based landing pages
Firstly, let us explain what landing pages are: Quite simply, a landing page is a web page which serves as the entry point of a website, or a particular section of a website. As the name implies, it’s the page a user lands on when they click a link directing to your website. With the evolution of search engine algorithms, it’s in the interest of everyone that when a user searches for information, the page they click through to directs them precisely to that information, e.g. if I’m searching for a red car, I want to land on a web page that shows me red cars, and not the blue cars page or the homepage of a website (where I would have to search for red cars again). Location based landing pages can help you rank for your chosen keywords, in various different locations across the country. You simply utilise your chosen keywords, and then create a page for each location you wish to rank in.
How map results look on Google
2. Map results
Google have a truly fantastic map search, which is incredibly accurate. For many search queries, map listings will rank along with organic and paid search results. This provides the user with a visual location of a business with pins on a map. This can provide you with what we like to call ‘quick wins’.
For this search result, we used the search term/keyword ‘accountants cambridge’. In order to get yourself ranking here and in top positions, you need to utilise Google Plus and register your business with Google for Business. Don’t forget to post out on your Google+ page, use it like a social media account.
3. Reviews and star ratings
Not many purchases are made online these days without first checking on reviews. Looking at eBay and Amazon as examples, all of their sellers rely on positive reviews from customers in order to make sales. This is very similar to direct seller websites, whether you’re selling a service or a product. Utilising the Google+ platform allows you to gain customer reviews for free. After a certain amount of reviews, you start to gain a star rating beneath your map results.
How reviews look on Google
This star rating can be the difference between a user clicking through to your site and making an enquiry / purchase, or a user simply scrolling on to your competitor. The beauty with the star rating is that as humans, our eyes are immediately drawn to them. If you have a decent number of positive reviews, trust is immediately gained. Again, trust has a huge impact on a user’s purchasing decision. Spend time encouraging positive reviews from customers, and measure what impact it has on your business.
Thanks for reading our ‘3 tips for successful local SEO / digital marketing’ article – this post covers just a small number of factors to take into consideration. Be sure to visit our website digital marketing blog for all the latest happenings in digital marketing.
For more information, any help or advice for your SEO campaign or to know more on how we work with local clients, with our specially designed local SEO campaigns in Cambridge, don’t hesitate to get in touch with one of the team.
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