In the fast-paced world of digital marketing, optimizing for local search is like playing a game of chess. One wrong move, and you could be checkmated by your competition. But with the right strategy, you can dominate the local search results, making your business the first choice for local customers.
We recently hosted a webinar featuring two SEO heavyweights—Andrew Shotland of Local SEO Guide and Crystal Carter from Wix. They dropped some serious knowledge bombs about what it takes to optimize your website for local search in 2022. If you missed it, don’t worry—I’ve got you covered with the key takeaways.
Best Practices for On-Page Optimization
On-page SEO is the bread and butter of local search. It's not just about throwing in a few keywords and calling it a day; it's about crafting content and structuring your website in a way that Google (and your customers) love.
1. Title Tags and Meta Descriptions:
Crystal Carter emphasized the importance of title tags and meta descriptions. These tiny snippets are the first impression users get of your site on search engines. Think of them as your website's elevator pitch—make them count.
"Don’t just stuff your keywords; focus on creating compelling, click-worthy titles that tell users exactly what they’ll get,” Crystal advised.
2. Schema Markup:
Andrew Shotland made it clear that schema markup is a game-changer for local SEO. By adding structured data to your site, you’re giving Google a helping hand in understanding what your content is about. This can lead to better rankings and rich results that catch the eye.
“Schema is like giving Google the answers to the test,” Andrew said. “It’s not optional anymore; it’s a necessity.”
3. Core Web Vitals:
If your website is slow or clunky, it’s game over. Google’s Core Web Vitals are all about user experience—think load time, interactivity, and visual stability. Crystal stressed that optimizing these technical elements is crucial, especially since Google made them a ranking factor.
“Your site needs to be fast and smooth, or users (and Google) will bounce,” Crystal warned.
Optimizing for Localized Organic Search
Now that we’ve covered the on-page basics, let’s dive into the specifics of optimizing for localized organic search. Whether you’re running a single-location business, managing multiple locations, or operating as a service-area business (SAB), there are unique challenges to consider.
1. Single-Location Businesses:
For single-location businesses, it’s all about relevance. Make sure your website content is hyper-focused on your local area. Andrew suggested creating landing pages that cater to local keywords, and adding your city or neighborhood to title tags, headers, and content.
“Think of your site as a local guide,” Andrew explained. “Make it clear that you’re the go-to business in your area.”
2. Multi-Location Businesses:
Multi-location businesses need to create unique pages for each location. Avoid the temptation to copy-paste content across these pages—that’s a big no-no. Crystal recommended using unique descriptions, local testimonials, and images specific to each location.
“Google wants to see that each location is relevant to its local market,” Crystal said. “Duplicate content is a missed opportunity.”
3. Service-Area Businesses (SABs):
For SABs, where you don’t have a physical storefront, it’s a bit trickier. You’ll need to optimize your content around the areas you serve. Andrew advised setting up location-specific service pages that target each area separately. Use schema markup to clarify your service areas to Google.
“Don’t assume Google knows where you operate,” Andrew pointed out. “Be explicit and detailed in your content.”
What’s Next?
Local search is always evolving, and staying ahead of the curve means continuously optimizing your site based on the latest best practices. Andrew and Crystal both agreed that testing, monitoring, and tweaking your strategy is key to long-term success.
If you missed the webinar, I highly recommend catching the replay. You’ll get even more insights straight from the experts that can help you refine your approach to local SEO.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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