Local SEO Best Guide For Beginners

Local SEO Best Guide For Beginners

What is Local SEO



Local SEO Best Guide For Beginners


Local SEO Best Guide For Beginners: Local SEO (local SEO) is a business promotion with a regional link, that is, a promotion that is directly related to the user's geolocation. For example, city, district, street, etc.


Every second, users make requests to search engines and most of them want to find local information: “a sushi bar nearby”, “which cinema to go to”, “where to buy flowers”, etc. 


In the search results, we can see maps, and quick answers (organizations that are closer to the user's geolocation and are registered in Google My Business and Yandex. Directory).


To get additional leads and traffic, the optimizer will need local SEO.


Who needs Local SEO?


Local promotion is primarily necessary for small organizations that promote in their city, or region and have a physical address.


Usually, these are organizations in such areas as:


  • cafes, restaurants;

  • entertainment facilities, cinemas;

  • medical/cosmetic clinics;

  • Beauty Salons;

  • etc.

That is, these are places that people usually visit depending on their location, which is closer to home / in the city center.



Local SEO Best Guide For Beginners


This promotion is not suitable for:


  • online stores.

  • organizations providing services online.

  • information sites.

  • if the site is moving to the whole of Asia.

Local search results


In this article local SEO best guide for beginnersThe main feature of Local SEO is the format of the search results. When introducing local queries, we will see a block with a map and organization cards, and only then the rest of the organic search results. 


Only those organizations that are registered in Yandex. Directory and Google My Business can be displayed on maps. These blocks take up a large (and in Google sometimes all) part of the first screen. Therefore, the user may not even reach the list of sites from organic search results.


Search results in Google


The block of Google maps with organizations is displayed vertically and takes up almost the entire screen.


Only 3 cards can be displayed on the TOP. To open "Other places" you will have to go to another page.


Search results in Yandex


On the Yandex search results page, the map and company cards take up a little less space:


Please note that advertisements may take the first place.


In Yandex, you can scroll through the carousel of organization cards, and the user can see more of them than in Google.


Stages of local promotion


Consider the stages of search engine optimization to promote a local business.


Adding a company to Directories


More on local SEO best guide for beginners, Having carefully studied the issue page, it becomes clear that to promote a local business, adding a company to Yandex and Google directories is simply necessary. But simple registration is not enough there - to achieve results, you need to fill in the information as much as possible:


  • Name of the organization. Don't include keywords in your company name. Nothing good will come of it.

  • Contact details. Specify the address and exact location on the map, work schedule, phone, website, and e-mail. If you have several branches, be sure to make separate organization cards for each of them.

  • Category. It is very important to choose the right category to which your company belongs. You can choose only one type of main activity and several additional ones. If you are in doubt about choosing a category, look at what is indicated by your competitors.

  • Prices. Specify prices for goods/services.

  • Photo. All individuals may be seen, therefore offer detailed pictures of your interior, structure, menu, personnel, etc. Everything relies on the kind of your company. A card without a picture won't be noticed.

  • Peculiarities. You can also specify your features (attributes) in directories. They are offered depending on the subject of the business. Do not neglect this - such trifles are catchy and can affect the user's choice with a large selection of companies.


Working with reviews


Reviews are a very important factor in local SEO promotion:


  • is the reputation of the company;

  • the more positive reviews, the higher the chances of promoting the card in the issue;

  • people read reviews before choosing an establishment/shop, etc. And most of them trust reviews as personal recommendations.

The average rating for reviews is reflected on the company card:

 

Phrases that are frequently repeated in reviews are highlighted in tags:

 

What to do so that reviews bring only a plus to your reputation?


Respond to any feedback promptly


If we compare two organizations under the same conditions, then a company that responds to feedback promptly will be higher in positions than one that leaves its customers unattended. It will also have a very positive effect on her reputation.


What to do if a dissatisfied customer left negative feedback? It is most preferable to remove a negative review by providing a detailed explanation to the moderators of the objective reasons for the removal. But you need to respond to such a review in any scenario:


  • communicate with the client personally through messages and eliminate the cause of dissatisfaction;

  • give a full response to the review so that other potential customers can see your concern and desire to resolve the situation.

Motivate loyal customers to leave good reviews


It may not seem so easy, but it's worth a try. The time/money spent on such motivation should pay off.



Local SEO Best Guide For Beginners


  • Offer to leave a review about the store immediately after purchasing the product.

  • Motivate customers to review by offering them something in return. It can be a personal discount, a bonus, a souvenir, etc. A trifle, but nice.


Collecting SA


For local SEO optimization, it is necessary to collect geo-independent keywords with the occurrence of a city, district, or street. For example, the query “buy an iPhone in Tyumen” will be geo-independent, but simply “buy an iPhone” will depend on the current geolocation of the user.


To understand what else they are looking for on Google, enter “your key + city” and see what the search suggestions offer:


They can also be seen at the end of the issuance page.


For Yandex, it is better to use Yandex. Words that service:


For example, in this case, we see that people are looking for a cardiologist in a certain area of ​​the city (“cardiologist Patrushevo Tyumen”).


If you have a city with a small population and it is difficult to determine the frequency of some requests - compare it with the nearest larger settlement, taking into account the population. For example, if the population is 5 more, then take the query frequency for that city and divide by 5.


Creating content for local requests


After collecting the keys, you need to think over the structure and distribute them across the pages of the site. Create landings for each group of local requests.


Keep the following in mind when creating a page:


  • Be sure to meta tags h1, h2, title, description must contain the name of the city (district) where the company is located and its activities are carried out.

  • It is necessary to apply micro-markup to structure data for contact information and addresses, goods, services, etc. There is a special microformat template “Organization” - add it to all pages of the site.

  • Optimize the images on the site, namely, write the city/district/street in the Alt attributes - these attributes are one of the ranking criteria when searching for images.

  • Optimize the title and description - add the city, street, or address in full there. Indicate your competitive advantage, and cost. Attract users with periodic promotions, and discounts - also add this to the metadata. All this can have a positive effect on the CTR (click-through rate) of the snippet on the search results page.

Creating pages for branches


If you have queries with a specific region/street where you have a branch, create a landing page for it. Provide up-to-date information and contact details for this particular address. 


For example, if you have several branches of the clinic, but in one they undergo medical examinations and issue certificates, and in another they receive doctors, or only accept adults/children, be sure to write about it.


Also, people may ask “where to eat on the embankment”, “flower shop on the latitudinal”, “restaurants in the city center”, etc. Use such keywords or create landings for them to attract more traffic.


Create a blog


Create a blog and write articles on the topic of business or news about your company in it. For example, in medical topics, they often search for “how to treat sinusitis”, “how to prepare for a blood test”, “what a phlebologist treat”, etc. This will attract additional information traffic.


Relevance of information


Carefully check that all contact information (address, phone, mail, working hours) is the same on all pages of your site, as well as in other sources - maps (Yandex, Google, 2GIS), directories, directories, etc. Differences in contacts can mislead the user, and this may subsequently discourage him from contacting you.


Mobile Version Local SEO Best Guide For Beginners


The mobile version of the site and its correct display are essential for local SEO. Firstly, most local queries are searched from mobile devices. Secondly, there is the “Mobile-first indexing” algorithm, which takes into account, first of all, the mobile version of the site and its serviceability when ranking.


You can check whether a page is optimized for mobile devices using the “Mobile page checker” in Yandex.Webmaster.


Make the phone number clickable so that the user can quickly call without copying or rewriting it. To do this, add "tel:" before the phone number in the "a" attribute.


External Links Local SEO Best Guide For Beginners


The most valuable external links for local promotion can come from local authority sites. These are various directories, aggregators, portals, news blogs, etc. For example:


  • 2 Gis

  • tripadvisor

  • prodoctorov (for medical subjects)

  • tiu.io

  • zoon.ai

  • etc.


Take part in various city events or act as a sponsor and write about it on your site - this can help with external links. Local authoritative sites (news sites, blogs) can link to your news page. They are always on the lookout for topics and may agree to write about you. Yes, it is not so easy, but such links will be of very high quality.


You can also negotiate with webmasters of local sites and create guest posts, for example, under the request “rating of the best restaurants in Tyumen”, and link to your site.


One of the ways to find donors is to analyze the link mass of competitors using the ahrefs.com service. (section “Donor domains”). We take sites from the TOP-10 and check which sources we do not have.


Do not use too many occurrences of keywords in anchors, as well as the brand name. Make a balanced anchor list:


  • 50% of the anchor list are non-anchor links and non-commercial anchors;

  • about 10% of anchors with the entry of the brand/store name;

  • anchors containing commercial queries should be diluted (change the case, word form, add words).

In addition to focusing on local SEO best guide for beginners, do not forget about high-quality internal and external website optimization as a whole. And to achieve the best results, use an integrated approach to promoting your business: build an Internet marketing strategy, connect advertising and analytics as well, and implement CRM to track the effectiveness of tools.



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