For small to medium businesses in Gloucester wanting to rank locally rather than nationally, there is a solution.
Local SEO is essential to the SME market that operate on a regional level, as opposed to nationally. Whilst national (or just SEO) focuses more on ranking in searches across the UK, local SEO prioritises appearing on SERPs in a desired location. This strategy allows our experts to market your brand, product and services to local leads and customers.
Optimising your local SEO means more local website traffic, leads and conversions since the strategy is more relevant to your base of local customers. Think of this focused strategy as a way to help your business compete more effectively against larger national brands that have unlimited resources to spend.
35% of all search traffic is local according to an estimate in 2017 courtesy of ReviewTrackers Study, so without local SEO, your business could be losing out on a significant amount of traffic. With that being said, here are 5 Local SEO strategies that remain relevant and unbeaten in 2021.
1) Google My Business Optimisation
Optimising your google listing is perhaps the most effective way to rank higher on Google Maps, known as the map pack as well as gain visibility in Google Search local results. Adding necessary information on your Google My Business Listing (GMB) is vital to improving ranking among local SERPs.
These optimisation tactics ensure an improvement in rankings. As Google shows businesses profiles in the results for local searches, as well-optimised profiles are more likely to appear higher on the list.
Improved visibility is also one of the tangible benefits. By providing useful and accurate information, you’re helping Google to show your business profile in the search results for more relevant local searches and thus an increase in visibility/exposure. GMB remains to be one of the local SEO powerhouses in 2021 and will only improve in the future.
2) Optimising Voice Search For SEO
We all know that voice search will grow rapidly in the future as it has done in 2021. In fact, current statistics from DBS Interactive state that 41% of adults use voice search at least once per day!
In local SEO, it’s vital to optimise for how people ask questions when they speak into devices, as opposed to how they type out their searches. Essentially, your customers use more long-tail keywords when commanding voice searches compared with regular search. Because of this, the SEO needs to be adjusted to be aligned with the more conversational tone of someone speaking. This entails accounting for traditional question starters such as what, when, who where & how.
User intent is also vital to consider for voice search. These searches are often performed when the user needs a specific piece of information – asking Alexa what the weather is today for example, the user will require a quick and useful answer. Your content should have the same responsiveness. If a user wants to know your businesses opening hours, the response needs to be readily available.
2020 was a benchmark year for voice searches, with an article from comScore stating that more than half of all smartphone users will engage with voice technology on their device. This number can only increase with more users prioritising their mobile device in 2021.
3) Optimising Your Website For Mobile
While we in are firmly in the mobile first generation, it is imperative for small to medium businesses to optimise for mobile phone users. The fact is mobile phones have taken over the world, with an article from Smart Insights stating that in July 2020 Datareportal recorded 5.15 Billion unique mobile phone users, making up 66% of the global population!
Your website needs to be optimised for a variety of screen sizes and devices in 2021, to compete with competitors in your local industry. Some of the best local mobile SEO practices include:
Responsive Web Design
Websites need to be designed with mobile users in mind prioritised over desktop users nowadays.
This means ensuring your website is designed to be responsive to a variety of screen sizes & devices. Always keeping a mobile phone Users Experience in mind can make you stand out amongst competitors.
Optimising Titles & Meta Descriptions
When working with less screen space, it is vital that when a user searches using a mobile device. This means being as concise as possible without sacrificing the quality of the information when creating titles, URLs, and meta descriptions.
4) Concentrate On Local Keywords
Your keywords should be relevant to local customers in Gloucester. Googles own keyword planner lets you filter keyword searches based on location, so you get an understanding of the popular search terms for a given region. This essentially lets you create a list of locally relevant keywords to target. Once you have them, they should make appearances in your sites meta content, copy and URLs.
Including mentions of region-specific landmarks or hotspots in your content can also help to improve local SEO. Given Covid-19s restrictions on travel, mentions of local landmarks has proven to be profitable in 2020. 2021 has started the same, so optimising keywords to specify local locations will prove to be advantageous for small to medium businesses.
5) High Quality Backlinks
According to Moz’s 2017 Local Search Ranking factors study, link signals are the first & second most important factors for local organised results. Creating high-quality content on your site so others want to link to your content is an ensured way of making these links possible. Engaging with local influencers on social media, getting a link back to your business can also prove dividends for small to medium businesses for improving local SEO.
Local SEO Specialists In Gloucester
SEO changes and evolves rapidly. Google could introduce a new feature on its SERPs for local searches at a moment’s notice. It is imperative that you therefore stay engaged with local SEO. Experts at Search4Local can assist you with getting your business in Gloucester in the organic search results in local and relevant SERPs.
Contact us today on 01452 452144 or email@example.com for more information on local SEO.