Local marketing is probably one of the key pieces of your business strategy, so why wouldn’t it be a key part of your search engine optimisation strategy? SEO encompasses any efforts you make to help your website earn higher search engine rankings. Optimising for key terms and phrases about your industry and your business is one way to help people find your site faster and easier, so it only makes sense that you also add geographic terms to your list of key phrases to earn rankings for.
Integrating Geographical SEO into Your Current Strategy
If you already have a strong SEO strategy in place there are ways you can integrate a geographical element into it. In most cases, you won’t need to completely revamp your plan, you’ll just need to make a few adjustments and add to it.
First, you’ll need to do some keyword research to find the best location-based keywords for your business. Start with your city name and then branch out to neighborhoods, street names and other terms commonly used in your community to define geographic areas. Your list will probably include some very specific keywords and some that are broader.
Then, add these location-based keywords to the ones you are already targeting. For example, if you are selling furniture in London, you may want to target phrases like “furniture store in London” or “affordable London bedroom furniture.” Remember to use different combinations and research each phrase so you’ll know what it will take to rank for it. Depending on the specific circumstances, it may be easier to earn rankings for more niche or long tail keywords.
Use Existing Tools and Social Media
There are many tools and social media sites that make it easy for you to include geographical keywords in your offsite SEO strategy. Make sure your city or the cities you serve are listed as part of all your social media profiles and claim your business on Google Places. You can also use your geographical keywords in your video descriptions and photo captions.
You may also consider submitting your website to local directories or review sites. There are literally dozens and dozens of websites that are purely directory listings of all kinds of businesses. Adding your site to one of these lists will make your business easier to find, but it will also help with your SEO efforts as you build geographic-based links to your site.By adding your site to Google Places, your site may appear at the top of search results for specific search terms and your business may be shown on a map.
Don’t Forget Your Own Website
As you build geographic keywords into your SEO strategy, don’t forget to make appropriate adjustments on your website. If you are working to rank for a specific geographical keyword, it would be wise to include it throughout your site’s content. However, avoid keyword stuffing and make sure you aren’t limiting the reach of your business. By targeting several geographical keywords, you’ll be able to include all of your target markets. Also include your business’ full address in your site’s footer, so search engines can more easily find the connection between your site and a specific location.
All of these steps will make it easier for search engines to tie your website to a location, making it easier for people to find your business. As you rank for certain geographical keywords, you will be able to reach your target market more easily and you’ll join in your community’s conversation, boosting your branding and marketing efforts.