Your website is an online office where you invite clients. Suppose it is inconvenient, with a complex structure, low-quality content, and incomprehensible navigation. In that case, the client will leave and never return, and you sought a different outcome of events. On the other hand, a site can be helpful, understandable, and load quickly, but be so far off the list of local SEO search engine results that your audience will never find it.
In both the first and second cases, you need to optimize the site to perform its tasks. We are talking about local SEO (search engine optimization) – a set of actions to improve the website’s ranking in search engines. It is the promotion of the website to the top of the search results, which occurs through the creation of high-quality content, the publication of links on third-party websites, and other methods. We will talk about these methods in the article but first, let’s understand and How local SEO works?
How does SEO work?
One of the main criteria of search results is the usefulness of the content, that is, how accurately it responds to user requests: and in addition to this, there is a comfortable and intuitive interface and fast loading of the resource. It is necessary to publish content that is interesting to the audience quickly and even with straightforward navigation.
But that’s not all: search engines set the rules for optimization and constantly update their ranking algorithms. Yes, it is impossible to know all the formulas, but you can follow some website promotion recommendations to bring it to the top for key queries.
Below we have listed the most strategic but result-oriented local SEO company techniques. At the same time, we still recommend that you optimize your site comprehensively: change and improve the content, upgrade the technical component, check the fidelity of the display on different devices, and so on. In a word, do everything permitted by the rules to bring pages to the top and try to keep them at the achieved level. These step-by-step local SEO techniques will help you.
So let’s start in order.
1. Select a few keywords or phrases that characterize the service you provide.
Before filling the site, you need to work out the semantics, select keywords and phrases used by a potential audience to search for your products and services. It is based on the semantic core that the content plan is drawn up. One page contains no more than 15-20 keywords. You can find niche-based relevant keywords on Google Keyword Planner and other keyword search tools.
2. Keep track of the correspondence of the texts to the requests of potential customers.
Keep an eye on text and critical phrases potential customers use to place search requests. Use these key phrases and text in your websites. The text should correspond as closely as possible to the user’s request. The more accurate the match, the higher the site’s position on search engines will be. In other words, the content should be as relevant as possible.
3. Information on the site should be presented in an easy-to-read format.
When they hit the landing page, it is essential that users do not get lost in search of the desired material. All attention should be focused on him.
First, the content itself should not be cluttered with ads, pop-ups, and more. Secondly, the format, designs, and style should be selected so that the user does not experience difficulties and discomfort when reading. Information should be structured, divided into sections, paragraphs, lists, and tables.
The site recommendations from Google do not use elements that make access to information unobvious. Not only can they be missed by users, but they also are not indexed by search robots since the latter do not take any action on the page when analyzing the content.
4. Write a quality title and description.
The meta tag is both the title of the page, which is displayed in the snippet in the SERPs, and the main source of information for search engines. Therefore, it must necessarily contain keywords or phrases and briefly convey the essence of the page so that the user has the motivation to follow the link.
Description, just like the title, is displayed in search results but already as a description under the title. This meta tag can be up to 150-160 characters long for Google, and adding a keyword is also required.
5. Format headings H1 – H6.
These tags allow you to break the text into logical blocks and make it more structured: the title of the article (H1), the title of sections (H2), subsections (H3), etc.
6. The site must be cross-browser.
Cross-browser capability means correct display across different browsers. And this needs to be optimized without fail. For example, if you created a site in Google Chrome but did not check how it displayed in other browsers such as Bing and Opera, a user who entered through a second browser may leave the website without completing the target action. Incorrect display or an inoperative element- the reason is not necessary. What is essential is the rejections you receive and the fact that the positions in the search results may suffer from this. Not only will you lose a potential client, but you will also spoil the behavioral factors.
7. Pay enough attention to usability.
It is crucial to pay enough attention to the user-friendliness of the website. The page should not only be relevant to the query but also have a convenient interface, good navigation and understandable page structure, an internal search bar, and other tools to facilitate the search for information and use the site.
Google Algorithm has learned to determine the usefulness of various elements and the convenience of the website. Therefore, ignoring this factor can negatively affect the search results positions and the traffic flow on your website.
8. Help search engines facilitate the indexing process.
Google local website optimization contains many tools and ways to improve page indexing and speed up this process. Google recommends the same:
Add your local site to Google Search Console.
Creating a Sitemap.org sitemap
Correct filling of the Robots.txt file.
Correcting the content of the “Last-Modified” HTTP header in response to the “if-modified-since” request.
It is better to place adapted mobile versions and versions in other languages on separate subdomains.
Compliance with all of these conditions will ensure error-free indexing. Also, do not forget about linking, which helps search robots find all the site’s web pages.
9. The nesting of the page affects the speed of its indexing.
The higher the nesting level, the longer the search robot indexes the page. It is suggested to have no more than 2-3 levels of nesting.
10. Limit indexing of service information in the Robots.txt file.
Not all pages are of any value to users, so Google recommends removing such pages from the index. The robot spends time updating them, which may not be enough to update the really important information.
11. Optimize your website speed and performance.
User behavior also depends on how quickly the information on your site is loaded. No one will wait several minutes for all the content to download. Users will close the tab without waiting for the content to load, and the website will be denied.
Conduct analysis using various services and take all the necessary measures to improve the speed of tools like PageSpeed insight or WebPagetest etc. Correct the found errors and shortcomings, eliminate unnecessary animation, optimize all “heavy” elements, compress images and graphics, simplify the code as much as possible, etc.
There is no doubt that local SEO is the best way to improve website quality and attract organic traffic. Mainly due to this, it has become trendy. It will allow you to quickly optimize your local website and help users find your local store on search engine pages. Follow the above-mentioned steps to make your website user-friendly and optimize it for increasing traffic online.