Some businesses aren’t large enough to go global. That’s why it isn’t prudent to spend a lot on advertising on a wide scale. The most effective approach is to limit your reach within a city or just a neighborhood.
This strategy helps brick-and-mortar stores and service companies that have a limited market reach. Localized search engine optimization allows them to maximize their budget and convert likely customers within their communities.
A local SEO consultant from Denver cites the following ways a small business can effectively localize their online marketing efforts.
Better Internal Linking
External links are important in boosting your rank and increasing your website traffic. However, don’t forget to do the same with internal linking. Internal links also improve your SEO ranking and make it easier for Google and other search engines to crawl your pages.
It makes for smoother user experience because you direct them to a relevant page that may answer visitors’ questions or move them further down the sales funnel. It improves your site’s hierarchy and information architecture.
This approach also distributes “link juice” and authority to different pages that may need a boost.
Write and Publish Local Content
If you want to reach a local audience, the ideal approach is to create content that is relevant to them. A general topic may temporarily boost your numbers, but it may not get you the conversion rate you want. Focus your creative team’s talent in publishing articles and videos that connect with your community.
Become an authority in your chosen niche that your neighborhood can rely on. Be the source of pertinent information, webinars, interviews and behind-the-scenes videos. Avoid focusing too much on your brand; include important news, events and details about your city.
Contact Details Consistency
Some businesses overlook the small details that have an impact on their bottom line. Every detail matters in online marketing; one you should remember is including all contact information on your website. You can place the phone number, email address and business name on a picture, but it is better to put it as HTML text on your website.
Search engines can crawl text on a page. The ideal locations for contact information are the header or footer.
Acquire Relevant Inbound Links
Links that direct to your website tell search engines that your business is legitimate and makes you an authority in your niche. This approach also boosts your search rank. Before reaching out to industry leaders, look to your immediate network to get a high-quality link for your pages.
You can take this strategy to the next level by doing guest posts, webinars, community events and others.
Learn to Manage Reviews
Manage and respond to reviews, whether they are positive or negative. Google My Business monitors your brand’s review score and includes it in ranking your website. Reply to negative reviews in a professional manner, listen to feedback and make the improvements.
Doing so eases customer fears and may improve your relationship with them.
These are some localization techniques that improve your site’s ranking and connects you with your neighborhood. Implement these to get the results you want and grow your customer base.