Download - Local Search Optimisation
WHY LOCAL?
• 96% of PC owners conduct local searches and almost 90% of mobile
users search for local information.
• Local searchers possess more potential in terms of post search
activities: 80% of local-mobile searches result in an offline purchase,
with 11% of those being online.
• Exposure to local search ads often result in visits to stores and
purchases (32%), and even unplanned visits and purchases (19%).
Source: comScore 2013, Ipsos MediaCT 2014
LOCAL LANDING PAGES
Build local landing pages for each location:
- Ensure the meta titles are well optimsied – “Your target keyword -brand + location”
- Create unique meta descriptions for each location – include a target location term and call to action to drive increased CTR
- Provide relevant, useful content for potential customers
FULLY OPTIMISED EXAMPLE
- Ensuring that all listings have
business logos
- Uploading banners and images to increase engagement
FULLY OPTIMISED EXAMPLE
- Adding internal backlinks to the key product, service pages.
- In this example linking back to ‘Windscreen chip page’.
- Directing traffic to the booking system: ‘Book your appointment online now’.
OPTIMISED LISTING: SERP ANALYSIS
For branded searches the listing is appearing with
branded images in Google Search
OPTIMISED LISTING: SERP ANALYSIS
For generic searches the
branch is
appearing number #1 and #2 in
Google Search Results
OPTIMISED LISTING: THE CHECKLIST
- Business name – Your business name +
location
- Website URL – Link to your local landing
page
- Categories are important ranking signal,
so select them carefully
- Add hours to improve costumer
experience
- Introduction – your business description
with internal links to your key product/
service pages
- Photos – logo and high quality images
related to your brand
GOOGLE MY BUSINESS SERVICE AREA
To capture local searches in the areas where you offer a mobile service but have no physical presence you can create the mobile service area listings on Google My Business.
CREATING A MOBILE LISTING
- Fill in the business details
- Ensure you select “I deliver goods and services to my
customers at their location” and add mobile service
area
- Ensure you untick “I also serve customers at my
business address” if you don’t have a physical store in
the area
- Once the listing is fully verified, please optimise it by
adding website URL (local landing page or home
page), hours, images, introduction with internal links,
banner and logo.
OPTIMISED MOBILE LISTING: SERP ANALYSIS
For branded searches the listing is appearing in search with service area on
the map and branded images
OPTIMISED MOBILE LISTING: SERP ANALYSIS
For generic searches the
branch is appearing number #1 and #2 in Google Search
Results
PROBLEMS WITH LOCAL BUSINESS LISTINGS
Source: Yext, 2012
Local is important for business and customers alike, however businesses
aren’t in control of their location information online.
Business are missing out on a critical component of connecting online and
offline – people will switch to a competitor if they encounter inaccurate information.
LOCAL SEARCH ECOSYSTEM
Source: MOZ, 2013
In many cases business owners who have already claimed the local listings at major search engines continue to see improper information displayed
about their businesses. The reason this happens is that a
business information is being pulled from variety other sources – online
directories, review sites local sites etc.
LOCAL SEARCH SERVICES
Moz Local helps create and update business listings on the four major aggregators of U.S.
business location data as well as other sites that factor into local search results. Once you enter
your business location, Moz Local publishes it to its network of data partners, and helps you
discover and eliminate duplicate listings.
UBL offers small businesses and enterprise customers a one-stop location to manage business listings
on a wide variety of online directories, apps, and data providers. Their standard offerings in multiple
countries include syndication to the Factual database.
Yext lets marketers manage their local content, listings, store pages, social pages, campaigns, and
more through the functionally integrated Yext GeoMarketing Cloud. Over 250,000 businesses use the
Yext Cloud.
Rio SEO powers enterprise level local listing management software for business with more than 1,000
locations. Rio SEOlocal platform gives the ability to manage the store finders, search engine map
listings, and syndication to data aggregators from a single CMS. The award-winning software was
chosen as the best-of-breed technology by the Local Search Association.
Maintain accurate information for your business across majority of online sources and build
consistent local citations with one the trusted Local Services