Local SEO has become almost mandatory for any business who is serving its community. About more than 900 % growth has happened in the mobile searches for businesses or services near me between 2016 and 2019. The search engine also reported that about 60% of smartphone users have reached out to a business directly through the search results and through a proper call to action option.
As the SEO opportunity is constantly evolving, the competition for the local search traffic and local search visibility is also growing. This means, when you have one of the best SEO Services provider in Kolkata they will help you identify the local ranking factors which can eventually help position your brand and business in all locations that it operates.
Understanding local SEO
This is basically a whole range of practices which is used to position a company in different elements of a local search which can be map, local pack or localized search results which can get customers from the relevant queries. That said, it is important to understand that local SEO is not just about the Google search engine but it can be on platforms like Google Map, Bing local, Apple map, Bing map and more. Having said that, as Google is typically dominating the market, most of the SEO strategies are done in a way that can give good results on Google.
How the search works
Let us think of a situation where you want to take your client for a lunch meeting. The easiest way to look for the best place is to ask for recommendations with searches like places for business lunch near me, top business meet up places near me. However, they will have two distinct section in the search engine results page. One with the local pack and the other with an organic result. Although both the results are localized and will give you information which will meet up to your search criteria, each of them does so in a unique way. The local pack shows how the top businesses which rank on the Google map for your target query and it can also include some more information about each of these spaces that will describe your needs. The other section will have the regular content which can be shown up on any SERP.
One of the most important things that should be remembered while working with local SEO is that it should appear in the local pack or in Google Maps but it has nothing to do with your website content or domain authority.
Local SEO ranking factors
When you are working with the top minds in the SEO company in Kolkata, they will tell you the following factors that is responsible for your business to show up on the local search result.
- Relevance - it will define how well your local listing is depending on the user query
- Distance - will define how far is the results are from the location that is used in the query
- Prominence - it will be about how well known the business is
This brings us to two very important aspects of ranking –
- Being found - this is about working with the local algorithm that can improve the rank in the Google map and local pack, and
- Being selected - which can focus of convincing the users to select your listing over the other competitors in being found
You need to focus on the number of reviews, review score and responsiveness when you want to be found. But when you have to be selected, you have to focus on the quality of the reviews.
Best practices for improving local search visibility
So now that you have understood the basic concept of how the local SEO works, you will understand when the SEO services provider in Kolkata discuss about the following strategies to give you better result –
- Optimize the Google my business listing
This is the first step that you need to follow in gaining the local visibility. Traffic from your local listing can be enhanced by a proper description, Google post, answering questions, responding to the reviews, using relevant and quality images, updating store hours and holidays and providing direct links.
- Setup local rank trackers
For any SEO strategy, getting ranks is not the end of it but properly tracking an attribute is also important when it comes to evaluating the success of the work. Understandably, local rank tracking is easier because the company operates from a single location. You can use the right tools which offer the most accurate local ranking results.
- Use location specific landing pages
There are some attributes which come predefined by Google. You can use these attributes to further your advantage. For example, if you have a coffee shop, you can describe the location with facilities like outdoor sitting, business setups, kind of music or any special service that it offers to make the search and its query more fulfilling.
- Ensure that these pages are easy to find and crawl
Sometimes, the local pages are buried so deep that it is not possible for a crawler to reach them which means you will not be visible. Naturally, you have to get a proper design and backlinking that can make your visibility prominent.
- NAP consistency
NAP is name address phone number which is published for your business for the search engine. This information has to be consistent even when customers look for local information out of the Google's system. The consistency in NAP can help to divide the results.
- Optimize for voice search
Voice search is going to be one of the biggest fads in 2021 and will remain one of the top 5 ways how customers will interact with the smartphones. Thus, whenever you are creating web page, make sure that it respond to voice search.
- Improve the local keyword targeting
It is logical to understand that target keywords are relevant for local customers. So when you are optimizing this local pages, make sure to focus on the general keywords and also on some specific terms like city, state zip code on the particular style of service that you offer.
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