Columnist Thomas Stern discusses five essential components of local optimization that increase online exposure and drive offline traffic to brick-and-mortar stores.
As device connectivity expands and mobile integration becomes more prevalent, local SEO is gaining importance for brands seeking to obtain digital visibility and acquire customers. Millions of new devices such as phones, wearable tech and integrated mobile devices are connecting each day — and changing how users search and discover.
More than ever before, local search influences where consumers choose to spend their money. With new trends in local SEO shaping how customers find brands in 2016, it is essential to adjust your digital content to the evolving search landscape.
Our digital marketing agency, ZOG Digital, is making a significant investment into local SEO in 2016, spurred by the growing importance of keeping brands’ local information accurate and consistent across platforms. A robust and optimized local search presence improves visibility, captures market share from competitors and provides a quality user experience for consumers who interact with your brand online.
Whether you’re moving offices, opening a new business or auditing multiple store locations for consistency, the following five best practices for constructing a complete local search authority will help your brand increase visibility and ROI from local search.
More than ever before, local search influences where consumers choose to spend their money. With new trends in local SEO shaping how customers find brands in 2016, it is essential to adjust your digital content to the evolving search landscape.
Our digital marketing agency, ZOG Digital, is making a significant investment into local SEO in 2016, spurred by the growing importance of keeping brands’ local information accurate and consistent across platforms. A robust and optimized local search presence improves visibility, captures market share from competitors and provides a quality user experience for consumers who interact with your brand online.
Whether you’re moving offices, opening a new business or auditing multiple store locations for consistency, the following five best practices for constructing a complete local search authority will help your brand increase visibility and ROI from local search.
1. On-Page Elements for Location Landing Pages
According to Moz, the localized information listed on your brand’s website is the most influential factor for increasing exposure in local search. To ensure search engines see individual location data, create robust landing pages for each location with distinct and valuable information. Companies with many locations will require a high volume of page development to rank well in local markets.
Each landing page should include the following SEO factors, unique to each business location:
According to Moz, the localized information listed on your brand’s website is the most influential factor for increasing exposure in local search. To ensure search engines see individual location data, create robust landing pages for each location with distinct and valuable information. Companies with many locations will require a high volume of page development to rank well in local markets.
Each landing page should include the following SEO factors, unique to each business location:
- Page title (keywords, business name, location info).
- Meta descriptions (call to action).
- Page content (at least 100 words).
- Contact information (name, address, phone number).
- Structured data (to help achieve Rich Snippets or Knowledge Graph panels in SERPs).
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