Along with content, you’ll need to optimize your company’s website for local SEO. Here are a few pointers to steer you in the right direction:
Local customers want to use your website to do the following:
- Learn more about the products or services you offer; this could include pricing sheets, menus, catalogues and more.
- Find your company’s contact information and physical location easily
- Receive directions to your place of business.
- They want to read customer reviews, relevant articles and have quick access to your company’s social media pages to learn more.
These points indicate it’s imperative to offer the information your customers need in an effective way. To accomplish this, keep in mind the following things:
Make it easy for customers to access the information you need through effective placement:
- Place your contact information on the top of each website page
- Include your address and links to social media platforms on the bottom
- Specify a call to action on the landing pages
Pages to include on your website:
- A page on your company’s information and product/services
- An about us page
- A page for point of contact (phone number, email, social media)
- A services page (if you offer more than one service, create a page for each service offered)
- A location page (if you have multiple locations then create a page for each)
- A blog section
Include Map and Directions
Prospective customers want to see where your physical location is on maps and access driving directions. Therefore, it’s important to offer this feature so they can find you quickly.
This is one of the most important pages, so be sure to include the following information:
- Driving instructions and map
- Times of operation
- Social media
If you operate businesses in different locations, then it’s important to create a location page for each while providing the following information:
- Directions and map
- Services and products offered at each location
- Customer reviews
- Payment methods accepted (credit card, cash, check, Apple Pay)
Employ Schema Markup
Schema is a code you can use on your website to help Google provide specific information about your business. To illustrate, you can include many different mark-ups, including the amount of reviews your company receives and its average rating from them, its location, events, products and many others. You can find the full markup types available online. Of course, when doing these markups, it’s important that you always include your company’s NAP and customer reviews, as this can be an easy way for your business to attract new eyes, if your reviews are good.
It’s also important to note that companies that use schema mark-up receive more visibility and a higher click-through-rate, which is a number of clicks on their listing relative to the times browsers see it.
Optimizing for Mobile
The demand for mobile use continues to rise, as 50 percent of all searches done are through a mobile device now. Therefore, when designing your website, it’s important to do so with mobile users in mind, as you want to create a site that’s going to be easy for them to access and browse since they will be your main visitors.
Add Testimonials and Trust Marks
One surefire way to convince customers of your reputation is by incorporating testimonials and trust marks on your website. A trust mark is a rating by a third-party such as the Better Business Bureau that adds another layer of credibility.
Meanwhile, a testimonial is from someone who’s had experience with your company. Prospective customers will use these to gauge patterns of behavior your previous customers indicated when using your business. Therefore, great testimonials can be the deciding factor for many.
Improve Speed of Website Load
People want to access your website fast, so a slow page load time will diminish your website traffic considerably. It will also reduce your ranking with the local search engines. These factors mean you need to have the resources in place to make your site as quickly accessible to browsers as possible, or else you could miss out.