More than 40% of Internet searches are local. Therefore, as businesses, we must attack the best local searches, leaving global searches in the background.
For example, let’s imagine we have a medical practice in Zaragoza. Positioning for “medical practice in Zaragoza” is going to be 10 times easier than positioning for “medical practice” in general. But also, if we achieve it, this local keyword will have a much higher conversion rate.
Therefore, local SEO is becoming more and more important every day. However, not all businesses work on it and, therefore, if we’re able to optimize our website for global factors, we’ll get an incredible advantage over our competition.
Include local keywords in your website
If our business is local… Why position ourselves for global searches? The best option is to include the name of our city in the keyword research.
Yes, we must take into account these keywords. In our previous example, we may be interested in the domain medicalpracticezaragoza.com. However, as professionals maybe we’re more interested to include or personal name or brand name in the the domain, so take advantage of this factor is not always possible.
But we can use these keywords in the SEO On Page optimization. We’ll start by including them in the title tag of our home page. For example, if we have a restaurant in Barcelona, in addition to our brand name, we must include the keywords “Restaurant in Barcelona”.
The same goes for the description tag. As we have 155 characters, we must try to use them to make our description as attractive as possible. Including our location, to work the local SEO.
Throughout the text we must also include the local keywords for which we want to show up in the SERPs, trying to reach a semantic density between 2% and 5%.
Optimizing our Google Places profile
Do you want to appear first on Google Maps for local searches? In that case, filling out your Google Places profile is essential. In this profile you’ll be able to offer such relevant information as your address, opening hours and phone number. In this sense:
- Create an attractive title and include keywords in it (try not to make it too long)
- Write a description of 155 characters where you include the local keywords
- Use the terms and categories that best describe your business
- You can easily add photos and videos to Google Places. Include the critical keywords of your business in the name of the images.
- And finally, reviews are very important. Therefore, you should ask your most loyal customers to leave you a comment recommending your service
In conclusion, appearing in local results is essential to optimize the Internet presence of our local business. And for this reason, the IEBS Postgraduate in e-Commerce prepares professionals capable of identifying and solving the needs of an online store. Are you ready?
About the author: Eduardo Martínez Fustero is SEO Executive Manager at IEBS business school where he also collaborates teaching online training.
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