The SEO Guide to Increasing Local Web Traffic
When was the last time you used an internet search engine to look for something local? If you’re like most people, you use the internet as your primary tool for finding everything from great restaurants to dog-friendly hotels. As a local business, generating local web traffic is a necessity.
With so many people going online to find local businesses, it’s surprising how few companies understand the need for online exposure of their local web pages. Many great business owners are simply too busy building their business to take the time to learn about content marketing SEO. If you want your company to have a successful digital marketing strategy, SEO is necessary.
How To Increase Local Web Traffic
Website content writing services can help local businesses to increase their web presence and boost their Search Engine Results Page (SERP) rankings. Getting ranked in the top ten of a user’s search query is the key to getting leads. But how does a company get noticed by Google?
The key is to improve your metadata, identify and increase citations, build valuable links and create locally relevant content. Optimization of these SEO features ultimately leads to an increase in local website traffic.
So if you’re looking to get ahead in the local SEO game, here are some of the best practices and local SEO tips that can increase local web traffic. With a little optimization, carefully placed keywords and online connections, you can see a big difference in your search rankings.
Optimizing Metadata and Local Keywords
Local SEO begins with an in-depth study of each page’s metadata. Each page should contain relevant, geo-modified keywords in the header, title tag and meta description. Google’s algorithms are designed to recognize words and data that will best answer a user’s search query. Therefore, it’s important to show search engines that your content and services are useful to viewers.
When you target local customers, Google needs to know how close you are to those searching for products like the ones you offer. This is done by using location-specific keywords in places where Google can find them. Incorporate the names of the cities you are in so that you can start ranking for those location-specific keywords and improve local web traffic. You can use a tool like Screaming Frog to streamline this step.
How To Pick the Right Keywords
Not all keywords are created equal. Begin by researching keywords relevant to your business. For local web traffic, study how the location of your business determines which keywords will yield the best results. Search the competitor landscape as well to determine where improvement lies for your company. The following tools can help with this process:
- Google’s SERP Preview tool – Character counts can produce inaccurate results, as Google now measures metadata in pixels. Preview title tags and meta descriptions to visualize how your metadata will appear in Google before you publish.
- Moz’s Keyword Explorer tool – Access half a billion keywords and receive intuitive suggestions and accurate volume estimates, as well as a SERP analysis for the rank of each individual page you create.
- Google’s AdWords Keyword Planner tool – Discover new keywords, compare keyword trends and create a plan for incorporating the most relevant keywords to boost website traffic and SERP.
Checking Local Web Citations
The larger a company’s presence on the Internet, the more favorably it will appear in SERP rankings. Citations are one way to increase a company’s local web traffic. In fact, 90 percent of experts rate accurate citations as a very important or critical factor in local search ranking.
What is a Local Web Citation?
A citation is a mention of a business on a website outside of its own homepage, and each citation boosts a company’s legitimacy. It may also validate contact information and, if favorable, bolster a company’s reputation and SEO website traffic. Citations may appear anywhere, but start by getting your business listed on national directory sites such as:
- Bing Places
- Google Places
- Yahoo! Local
There are countless other directories where a business can be listed and found by local users. Not all are worth the effort, and they should not solicit payment. The only citations you should pay for are the local chamber of commerce, the Better Business Bureau and any regional or national industry-related associations they may be a part of.
To use citations to your best advantage, your first priority should be the quality of the information. Check for accuracy and consistency in the spelling of the business’s name, website, address, phone number and email. These should all be the same as the company’s listing in the GMB (Google My Business) profile. If a phone number is listed in the GMB as (123) 456-7890, it should not be listed in other locations as 123-456-7890. Remember, consistency is key!
Building Up Links and Backlinks
Like citations, the right kind of links can boost your business’s SERP rank and establish your expertise in the field. They improve your credibility and local web traffic. Internal links navigate users from one page of a website to another. External links send visitors to an outside site. Both can boost SEO, but one of the most powerful tools in the SEO arsenal is the backlink.
Backlinks are links from another site to your site. They are an indication that someone, somewhere believes that your site is worthwhile enough to stake their reputation on by linking to it. To build backlinks:
- Create shareable content such as a how-to, product review, humorous post or listicles.
- Share your content with fans, colleagues and industry movers through social media and email.
- Link to other high-quality websites in your geographic area or industry and let them know that you’ve created the link. (They may be pleased enough to create their own backlink.)
- Arrange guest posts on local and industry-related blogs and podcasts.
The more followers a website has or the greater their reputation for authority the more valuable their backlink. A bakery might appreciate a backlink from a local blogger with a small following, but it would not hold the same sway as a backlink from the Food Network. Nevertheless, it is worthwhile to pursue links from many sources as you build an online following and increase your local website traffic.
Creating Unique, Locally Relevant Content
High-quality content is one of the most valuable tools in generating a substantial online presence. This is where a blog writing service can really add value when it comes to website boosting. Many business owners don’t have the time or expertise to create their own content. Website content writing services can create unique, engaging content that draws customers to the website as well as to the business.
SEO Content Tips
Begin by removing redundant or weak content. Businesses that are part of a national corporation may simply copy and paste national content to their own sites. This type of content might fill out a sparse site, but search engines will typically consider the national page to be the canonical version, and even with local tags this content will do nothing to boost a local business’s SERP rank.
On the other hand, businesses with unique, locally relevant content will stand out from the competition down the street. Begin by customizing the Home, About, News and Contact pages to start seeing more local SEO website traffic. You might also consider adding a blog with regular posts related to your client’s business, such as:
- The background story of the business
- A profile of the business owner(s)
- Employee spotlights
- Customer reviews
- Press coverage
- Case studies
- Local events
- Driving directions
- Product reviews
- New products or services
Writers don’t need to live near the business in order to create engaging, locally relevant content. Simply fill out a survey with basic information that writers can use to craft professional content that is both distinctive and useful. Do your own research into the area and the industry to improve the relevancy of your content.
Your blog writing service should be knowledgeable not only in creating high-quality writing but also in employing the principles of search engine optimization (SEO) to boost SERP ranks for local businesses. And remember that content creation is not a one-time endeavor. To keep rankings and local web traffic high, content creation should be part of your ongoing marketing strategy.
Using Social Media to Boost Local SEO Strategy
Social media platforms may be the secret ingredient to a successful local marketing strategy. Your customers use social media every day. They interact with their friends, follow new accounts and are constantly looking for new information or news.
With the help of local advertising, you can target potential customers who live close to your business. Drop an ad on Facebook, Instagram or other media platforms that links back to your website. Along with other specific demographics, you can target the exact crowd you want.
One of the biggest reasons why social media is used in digital marketing strategies is the potential it has to reach customers. As you build up your brand online, you can reach out to customers and encourage interaction with them. Your fans may promote your business to their friends and family for free, just because they enjoy your services so much. And with carefully planned campaigns, you can expand your reach to potential customers. This can help you develop strong relationships with those you already cater to.
The Final Say on Local Website Traffic
While word of mouth can still draw people to a business, most customers rely on online databases to find new places to eat, shop and play. They also find service people and reviews that persuade them to hire them in the virtual world. Local businesses cannot afford to ignore their online presence. With the help of specialists in content marketing SEO, you or your clients can build a strong and positive online reputation and increase local web traffic.
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