Local SEO is the part of search engine optimization focused on ranking a site or page for searches tied to a specific local area. Businesses such as pizza shops, mechanics, and any company serving a defined geographic market are local SEO candidates, and local web designers who specialize in Internet marketing typically provide the service at a reasonable price. Some companies, however, pay upwards of $30 per keyword for Google organic placements.
How does local SEO differ from general SEO?
Optimizing for local business is harder than optimizing for other listing types. Google’s organic results near the top of the page are ranked by a page rank formula, and Google expects listings to be relevant to the keywords that built that formula. Because competitors may already rank for the same keywords, breaking in with something new or untapped can be difficult. Internal linking between pages strengthens SEO local performance, and links from external sites with a high page rank push a listing higher in the results.
Why do specific keywords matter for local SEO?
Specific, targeted phrases work better than broad ones. A business selling office products, for example, should optimize a listing for the phrase “meeting supplies” because it appears directly in the page title. That phrase is highly specific and unlikely to be stumbled on by chance, but it matches what someone searching for the company’s offer would type. A more general search term might bring in the wrong traffic, while a tightly matched phrase connects the listing to the right intent.
Can running multiple listings help local visibility?
Businesses with multiple types of listings get more exposure. A real estate business might run a general site that lists local properties for sale alongside a more specialized site with information about homes and other real estate for sale. Linking the two increases the chances of being seen by a client searching locally.
What should you expect from a local SEO company?
Many SEO companies serve local business, but only a select few provide topnotch service with links. A truly professional SEO company has the resources to help a business get noticed by the largest number of potential customers. If a local SEO campaign is already lifting visibility, the listings should be made as competitive as possible right away.
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- Local SEO Strategies That Drive Real Revenue for Small Business Owners