According to MOZ’s annual local search ranking factor survey, onsite content is one of the most influential aspects of a website’s performance in local search. It’s therefore important to squeeze the most value out of your content.
Firstly, Schema markup should be used to mark up the business’s name, address and phone number. This helps search engines to return more informative results for users. The name of the city or town where the business is located should also be included in the website’s URL, title tags, H1 and H2 headings, meta description and within content.
It’s also important to remember that many customers will access your site directly rather than through search, bypassing your GMB profile with location and contact information. To ensure customers have access to this information, embed the map from your GMB listing on your main landing page.
Search engine spiders favour unique content that is regularly updated. Frequently adding or updating blog posts is a good way of ensuring a website increases its amount of unique content.
When optimising for local SEO, blog posts need to be relevant to the local area or to be of genuine interest to your customer. For instance, commenting on local news and discussing how it may affect your industry, posting guides on upcoming local events or simply answering frequently asked questions are all topics relevant or useful to those living nearby
Google’s Pigeon update has already placed more importance on local SEO and, unless you already have a nationally established presence online, it is going to become more and more of a necessity in the coming years. Take measures to implement an ongoing local strategy now and you may get a head start on your closest competitors. As changes to the SEO landscape continue to favour locally optimised businesses, you’ll only stand to benefit more.