In recent years, the field of SEO has progressed significantly. This shift can be attributed to Google’s ever-changing search algorithm, as well as the fact that the way we search is changing.
As a result, we must adapt the way we implement inbound marketing.
Long-tail, conversational keywords have become the norm, according to research, with search terms of five words or more accounting for 41.7 percent of the overall keyword length distribution. We’re changing our search strategy by leveraging long-tail keywords to comb through content as more and more content appears in search results.
Voice search is also becoming more popular, which is related to the rise in conversational long-tail terms. In this highly competitive SEO landscape, how can you get your content in front of your target demographic?
Using location-based search engine optimization is an intriguing strategy. We’ve had fantastic success with this strategy for a number of our clients, and you can use it to dominate your local searches as well.
To learn more about SEO and how to optimize your website for search, download our SEO for dummies ebook.
SEO based on location
How does location-based SEO work, and what does it entail?
The method of optimizing your content to appear for your target location, also known as location-based SEO or geo-targeting, is known as location-based SEO. It’s fair to argue that Google is improving its ability to create location-based search results for more general Area-based SEO, also known as geo-targeting, which is a means of optimizing your content to appear for your target location.
For example, if I search for the term “restaurants” while sitting in our Beirut offices, Google knows to provide me with local options. A desktop search will return restaurants in the surrounding area, whereas a mobile search will only return eateries in the immediate area.
Google feels that the goal of desktop and mobile search is different; people using desktop search are more likely to be studying, whilst those using mobile search are looking for more quick answers.
This, however, is not without its drawbacks. Google prefers to present largely national results for less regularly searched phrases, such as ‘SEO agency.’
Despite the fact that location-based search terms have a much lower search volume, they carry a lot more intent and can drive people to your site with a higher conversion rate. Local consumers are far more likely to be in the contemplation or purchase phases of the purchasing process.
Three pointers to help you get started with location-based SEO
1) Use keywords that are particular to your locality.
Targeting location-based keywords is the most effective strategy to avoid keyword competition.
This is an easy-to-implement technique that may be used by practically any firm. Consider terms that take geography into account, such as:
- Your zip code
- Your city
- In general, your region
Assume I was entrusted with increasing the visibility of an Abingdon estate agent in local search. I’d start by writing content for keywords like ‘Abingdon estate agents’ or ‘estate agents in south Oxfordshire,’ and then incorporate variations of these phrases into my regional SEO plan.
Writing an article titled “How to Make the Most of Your Abingdon Estate Agents” is a fantastic example.
2) Make use of Google My Business (GMB)
Google My Business (GMB) is a free platform that allows businesses to manage their online presence across Google, including Search and Maps. To improve your GMB’s local SEO, follow these steps.
- Your GMB is correct and completely filled out.
- Your address has been verified by the owner.
- The GMB landing page title mentions the precise town/city you’re targeting.
- The GMB major categories correspond to the services/products you provide.
There are many additional regional online directory services, in addition to GMB, that you may employ to help develop local authority. It’s crucial to remember that Google compares these entries to establish your company’s reputation – consistency is crucial.
3) Make use of a specific TLD (Top Level Domain) (TLD)
If you just do business in the United Kingdom, a.co.uk TLD is generally in your best interest because it will help you rank higher in UK searches. This strategy may not be feasible for global businesses that want to reach multiple countries.
Is it possible to optimize the SEO of your website for multiple locations?
Yes! Duplication of material, as you’re probably aware, is a big no-no for Google. You must generate unique content that is tailored to your target areas in order to rank for distinct locales. You should almost construct a ‘mini homepage’ for each different location, which provides an overview of the services you provide in that area with connections to pertinent subpages. It’s critical to remember to include the location in the slug.
Let’s return to the case of the real estate brokers. Let’s pretend I’ve chosen to open a branch in London. I’d use the same location keyword technique as before, but with different content optimized. Informative content is essential, and it should be tailored to the buyer persona’s needs whenever possible. Property buyers in London will have different concerns than those in Abingdon, and your content should reflect this.
Keep in mind that people who search with a local objective are usually ready to buy. A prominent call-to-action that reflects this should be included on your landing pages.
Download our SEO ebook to learn more about how to master search trends and make a return on your inbound marketing efforts.
I hope you enjoy reading the following blog post. If you want our team to do your marketing for you, click here.