While we will often include a few broad search terms to see what sticks in Google’s results, keywords and strategies around locations are often a crucial component of any good strategy. They can get you found on a local level and offer less competition than more broad keywords. Understanding how to optimise your site to encourage local SEO results is crucial – we gathered a few tips to get you started.
Review Your Current Strategy
A strategy can come in many forms, but when it comes to your digital marketing, your strategy should encompass your goals and objectives, your audience, competitors, current keyword list and a plan of attack.
Before you make any changes to it, take a look at how your work has been performing so far. Consider the following:
- Do you have a list of keywords you keep track of? How are you tracking your keywords?
- Have they improved since you started?
- Which ones aren’t working for you?
- If you don’t have a list of keywords, have you checked Google Analytics to see if your site’s performance is improving?
- Can you pinpoint what impacted the movement – positive or negative?
If you don’t have a strategy or haven’t been completing SEO work on your site, that’s okay too! Get some help from some experts (like us!) then move onto the next step.
Local Keyword Research
There are many ways to research keywords for your site and all can contribute new ideas. The easiest and first step I would recommend is thinking about your customers (or even yourself) and what they might plug into Google when you are searching for a business like yours. For example, if I were to look for BA for a new website, I may look up “web design brisbane”. Gather these “search terms”.
The next step would be to look at what search terms your website is already ranking for. Moz has a free offering called Keyword Explorer, that will give you a small snippet of keywords you currently rank for on Google. You will have to sign up for an account, plug in your site, then it will generate some results! Look for keywords that are either location based, or you could add your location to what already ranks. Using our own site, we get the following:
Finally, I gather my keyword ideas and use Google Ads Keyword Planner to see how often the search terms are looked for on Google and what kind of competition they have. This can be a little complicated if you’re not used to the interface of Google Ads so I would only use this if you are familiar with it. You will need an account for this as well (it’s free!). If you’re unsure how to do this, reach out – we can help.
After all this, you will have a nice little list of local keywords that you can focus on as part of your SEO strategy!
Implementing Local SEO for Your Business
Now that you have your localised keywords list, it’s time to figure out how to implement it across your site. There are over 200 factors that contribute to your rankings and doing them all in one swing is just not possible! But there are a few foundational things you can do to get a good start on it:
Metadata refers to the title and description that search engines display in their search results. Below is an example of our own metadata when you search for “ecommerce website design brisbane” and land on our eCommerce service page:
This can greatly influence whether someone clicks your search result so ensuring it answers the user query and includes keywords relevant to the page is essential. Keep in mind there is a limit to the amount of characters you can use here.
While metadata is crucial, it means nothing if it is not accompanied by high-quality content on your actual website. Our web design pages perform so well because they have the content the user wants, in a way that is attractive to them and Google.
There are many factors to consider when writing good web copy but the basic rule is to make sure it answers the user’s query, providing them with enough information and a solution to their query, as well as the opportunity to further search the site or convert into a customer or lead.
Blogs and Long Form Content
The best way to regularly update your site, add volume and quality of content, as well as provide answers for those in the research phase is to create blogs! Blogging can also open you up to link building – all great ways to improve the performance of your site and its local rankings. In fact, this blog is a great example of how this can work! Where possible, link to relevant pages on your site (this is known as interlinking), try to push the content over 300 words (but only if it is still of quality!) and have a Call To Action at the end of the piece.
Many people want to nail broad keywords and forget about the benefits of going more granular and localising their search terms. While these are important, local SEO has many advantages and is worth nailing to put you in the Google local pack. There are many other ways you can implement local SEO, but the above are a great place to start. Keep in mind that this just scratches the surface and SEO requires ongoing optimisation – there is no set and forget!
Need some more help making it happen? Talk to our team of digital marketers in Brisbane today.