If you run a small to medium-sized business, you may not be concerned with dominating global search results (yet). Instead, the local community you serve is probably the lifeblood of your business, and showing up at the top of local listings using on-site optimization is pivotal to bringing in new customers.
This can seem like an overwhelming task, but showing up for the right communities, cities, or state should be at the top of your list for growing your business. Luckily, there are many things you can do to boost your local online visibility in Foxboro, MA, or anywhere in the country.
Small Business On-Site Optimization Tips for Better Local Search Visibility
Potential customers have so many choices when looking for products and services. How is it possible to stand out in a sea of competition? Read on for actionable tips you can implement today.
1. Research the Best Keywords
It is one thing to write blog posts, landing page content, and social media posts to get more online attention. And that’s a great start. But adding targeted keywords for each product/service plus locality can make your writing efforts that much more valuable.
For example, if you provide amazing catering services like one of our clients, you might post catering-specific content with keywords like “breakfast catering in Boston.” Slipping in keywords with location will help Google index your content more accurately.
Google’s Keyword Planner tool is great for performing keyword research. Also, here is a helpful post from HubSpot to find long-tail keywords to sprinkle throughout your content.
2. Crank out the Content (and Keep It Coming)
One of the single most beneficial ways to boost your visibility in search engine results is to create fresh content with targeted keywords on a regular basis. Blogging is an easy way to do this.
Not only can you provide helpful information for your readers, but you can also slip in valuable keywords for search engines to index. The more you post, the more often search engines index your site, and the more valuable they will deem your website to be.
It is helpful to set up a blogging schedule, complete with topics and keywords, to make sure you are touching all of your bases.
Other ways to introduce fresh content with a geographical focus include:
- Local case studies
- Highlighting local customers’ success stories
- Comment on local news
- Location-specific landing pages for product/services offers
- New product/services pages (If you don’t have a page for each specific service or product, consider creating them.)
3. Perform On-Page Optimization for Your Most Important Web Pages
Optimize the most important pages on your business website to assist with local search visibility using the page’s main keyword and location. These elements include:
- Meta description
- Main keyword (preferably in your first paragraph of content)
- Headings (if appropriate)
4. Create Specific Location Pages for Your Website
If you have more than one location, consider creating a unique page for each location. Each page should have different content, including different keywords based on your keyword research.
5. Consider the Responsiveness of Your Website Design
Local searchers are often mobile surfers. How does your website look in tablet and smartphone views? Do visitors have to pinch and expand to view your content?
If so, you are likely losing out on serious business, not only because your site is difficult to navigate, but also because search engines give priority to mobile-friendly sites because they are deemed more helpful for users.
Learn more about the importance of having a responsive website here.
Final Thoughts on Website Optimization for Local Search
Unfortunately, there’s no “one-and-done” solution to launching yourself to the top of SERPs. But with hard work, diligence, and fine-tuning, you can see measurable results in your search engine position and a boost in quality website traffic.
Need help optimizing your website for local search? OpenVine specializes in providing local website optimization services for Foxboro, MA, and surrounding areas.