Having a website today is not nearly enough to make you stand out. You have to pursue other methods to stay ahead of the competition and make your presence known to local customers. Optimizing your local business website is of the utmost importance if you want to appear in local searches, stay competitive, and drive more sales.
Don’t worry, local business website optimization does not require excessive skills and knowledge. With a little bit of help, you will be able to apply the most effective tune-ups in a very short period of time. Bear with us, as we explain the essentials of local business website optimization.
Points to Keep in Mind while doing Local Business Website Optimization
1. Add Title and Meta Description Tags
Thanks to the latest changes made by Google, you can now leverage the power of longer titles and meta descriptions. In fact, the search results area on Google’s search engine result pages (SERPs) is now 600px. This means that your titles can be up to 60 and meta descriptions up to 200 characters long.
Titles and meta descriptions don’t ring a bell? These are completely customizable elements that help Google, but also your potential customers, to figure out what your website content is all about. If you are using WordPress, you can easily change these by using some of the popular SEO plugins. Otherwise, you will have to enter them manually by editing the HTML code of your web pages. Simply follow the instructions found on w3schools. The process is very straightforward and shouldn’t cause you any trouble.
When writing titles, make sure that every tile provides helpful information and contains the name of the city and area of your business. If you are targeting any specific keywords, place them close to the beginning of title and meta tags.
2. Add a Map With Your Business Location
In order to make your website more user-friendly, you have to make it convenient for your potential customers to locate you. This is why you should add your business to the Google My Business directory and add a Google map on your website.
You can either place this map on your Landing page, Contact Us page, or on a separate How to Find Us page on your website. This type of map is really convenient for both you and your users. Make sure to add all your business locations if you have more than one. This map supports both the normal and satellite view, which can really make a difference when your business is located in a busy city area.
3. Add Structured Data Markup to your Code
Google, but also other search engines, love websites with a structured data markup, or as it is more popularly known, a schema markup. Once you add it to your website code, search engines will be able to collect more data about your business, products, services, locations, content, and so on. You should know that adding a schema markup to your website will make you significantly more competitive, as only a few businesses use this website optimization method.
Adding a schema markup is a straightforward process. First, you will need to visit Google’s Structured Data Markup Helper and choose the type of data that you want to schematize. After you select the type, you will need to paste the link to the webpage where that content is located (this may be your blog article page, product page, and so on).
After you click Start Tagging, the real fun biggins – you will have to select the elements of your page in the left pane and assign them to the appropriate data item from the right pane.
After you are done, you should click on the “Create HTML” button. The yellow markers will indicate the Schema Markup code snippets that you should copy and paste onto appropriate places on your original HTML file. That’s it, you are done.
4. Maintain NAP Consistency
NAP stands for name, address, and phone number. In order to optimize your local business website, you will have to insert NAP on all of your pages. A commonly used area for the NAP is the footer of your website. Do you remember which address you’ve put in Google My Business, and exactly how you’ve cited it? It is important to use the exact same replica of it on your website.
One last thing about NAP; double check if all of your web pages contain the same information. If you want to nail the NAP strategy, make sure to use a Schema Markup tool to add the appropriate data type.
5. Revisit your On-Page SEO Strategy
In order to further optimize your local business website, you should make specific on page changes to boost your local SEO strategy. Why local SEO? Because it bears the most tangible results for local businesses.
Your target objects are the landing page title tag, H1 tag, URL, content, and image ALT attributes. As we’ve already mentioned, adding a map with your business location to a landing page is also recommended. All you need to add to all the elements mentioned above is your relevant keyword and Area/City.
6. Make Sure Your Website is Mobile-friendly
A responsive design comes in last (but not least) on our local business website optimization essentials list. More and more users are looking for products and services online on their smartphones. If you want to show up in their searches and increase conversion, you have to optimize for the mobile.
We saved this for the end because this might be the only method that requires extensive knowledge of HTML and CSS coding. This is why you should consider reaching out to a professional help. In the meantime, you can keep learning about mobile optimization.
Keep in mind that local business website optimization is an ongoing process, and if you want to stay on top of your game, you have to regularly revisit your website and stay tuned to the latest best website optimization practices.