Having a well-designed, responsive website that hosts well written content for your local business is only the tip of the iceberg when it comes to capturing new – and retaining old – business.
Next, you need to make sure your website is optimised for search and that you have completed all relevant citations which search engines like Google and Bing use for reference.
This can generally be achieved by a Local SEO campaign, which includes elements such as the following:
Search engines are very particular when it comes to how text and image content are optimised for the web. Here are the main factors you must complete to keep them happy:
- Each page, without exception, should have an optimised: meta description, meta title, H1 tag and, where possible, an H2 tag
- All images should be optimised before upload. This means each image needs to be: compressed, named appropriately, and an alt tag applied
- Create an XML sitemap and upload it to your site. This then needs to be submitted to both Google and Bing’s respective Webmaster Management accounts
- Where logical, apply both internal and external Links within your copy. These should benefit the user journey, but also help verify your copy.
Where on-site SEO makes sure your website and content are optimised in the manner expected by search engines, off-site SEO at a local level is focused on ensuring that search engines can verify:
- Who you are
- Where you are
- What you do
This is done via the creation of citations – the most well-known of these citations being Google Maps/Local/My Business (so many names!!), though any business should be able to create at least 75 more beyond Google Maps.
For more information, check out our Local Business Marketing guide by clicking here. It’s free to download, and has loads of information on how you need to bring your business to the digital fore this year.