The right message to the right people at the right time and in the right place... isn’t that every marketer’s dream? As mobile continues to grow, location-based SEO is a great opportunity for your business and (less happily) to your competitors. But what exactly is location-based SEO? And how do you make sure you’re grabbing people’s attention first?
Choose location-based keywords
Have you noticed that, when you search for something online, the results will be relevant to your location? For example, if you simply search for “marketing agency”, Google will use geolocation to return marketing agencies in your area. Location-based SEO is now more important than ever to get your website in front of your customers.
According to Google, 30% of mobile searches are location related. If you run a brick & mortar business, or you have a customer base who prefers face-to-face contact, it makes sense to optimise your content for location-based keywords.
Pro Tips:
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Be as specific as you can, without compromising on high search volumes and low competitor rates.
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Include your keyword in your SEO title, meta description, and image alt tags as well as within your content.
Write about location-based topics
If your keyword is location based, you’re going to need location-based SEO content. But it doesn’t have to be tied strictly to your own business. It just has to be highly relevant to your ideal customer and your location.
For example, if you have a bookshop, write helpful posts about local book clubs and events that are relevant to the type of people who might want what you have. Think about what your customers are likely to search for. What problems do they have? What questions do they ask? How can you give them value on your website? Turn this into the type of valuable content that will attract and engage your ideal buyers and you’ll see a positive uplift in new customers.
Set up Google My Business
Google My Business allows you to control exactly what’s displayed on Google’s search engine results page. What’s more, if you don’t have a website yet you can create a simple version for free.
It’s easy to update with the vital info your customers need:
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Your address
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Contact details
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Website
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Opening hours
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Images
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Reviews
Make it easy for people to know who you are, what you do, where you are and what past customers are saying about you. Since 50% of location-based mobile searches result in a store visit within one day, you need to make sure you’re found before your nearest competitor.
Keep directory listings up to date
If your business is listed in multiple directories, it’s important to ensure addresses are consistent and correct. As you grow and change, so might your premises, contact details and even products & services.
Keep a log of every listing and set a reminder to check your phone number and other contact details are correct. A good rule of thumb is to check every 3 months. This is also a good time to check for new directories and other backlinking opportunities, particularly local ones.
Run ads targeting location
Adverts help you reach more people in your target market than organic search alone but if you’re not careful, CPM and PPC budgets can soon spiral. Location-based targeting ensures only the people more likely to come to your business see your ad or click on it. Since your paying per click or impression, you’ll lower your cost per lead by getting it in front of the people most likely to convert.
Most display ad vendors (think Google, FB & ad networks) allow you to restrict where your ads are shown. Thus reducing wasted ad spend and giving you a greater ROI.
Location is key…
With 73% of online activity related to local content – and 80% of people researching online before purchasing within a 20 mile radius – it’s clear that location-based SEO should be top of mind.
Looking for more SEO tips? Download our beginner's guide to getting started with your SEO...
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