5 tips to build better local SEO

John Attard Montalto is a specialist in digital marketing at Alert Digital by Deloitte. For more information, please visit www.alert.com.mt

However, there is now some very welcome news in the local SEO (Search Engine Optimisation) scenario, whereby the tables have recently been turned, following Google’s constant and ever-changing search engine ranking algorithm.

What is local SEO? Local SEO is optimising a website to rank better on the SERP (Search Engine Results Page) of a local search engine. For Maltese businesses this would be www.google.com.mt. Why is this important? This isn’t just important – in fact it is crucial; because, by default, Google redirects users to the local search engine, hence most users in a particular location will be searching using the respective local search engine.

Search engine results, do infact vary from one local search engine to another, the biggest difference is that local businesses have an inclination to rank higher and even potentially outrank large global websites in their respective local search engine. An advantage they would never have on another search engine. The reason why Google has evolved in this way is as always to provide the results users want to see. If a person in Malta is searching for a particular service (be it window cleaning, pizza delivery etc), they most probably do not wish to learn about suppliers in the USA - they want a local business, they want you.

Today, it is common knowledge that higher website rankings in the SERP translates into more website visits and therefore more business. So, optimising your site is no longer an option - it is a requirement to being found on the internet. That said, optimising a website involves a combination of complex art and science as the process involves strategically choosing a set of keywords to optimise the website around and then modifying the website to appeal to Google’s more than 200 ranking factors, which includes an offpage strategy also. Well, without delving too much into rocket-science here are 5 ways to greatly boost your local SEO.

1 An optimised Google Business Listing is a must.

Google business listings are a great way to not only increase your local website SEO but also to gain exposure in other areas on the internet. Some of the perks of having such a listing include allowing your business to be found on Google maps and allowing business information to display on the right-hand side of the SERP when a user searches specifically for your business. The keywords used in your Google Business Listing will affect your site’s SEO and so will the business category that you chose, so chose carefully or hire an SEO expert if in doubt. Choosing a relevant business category will greatly help your website’s SEO while choosing an irrelevant one can even get your website penalised.

2 Reviews

Although Google has never directly denied that reviews increase rankings, studies done by top search research organisations have found some strong correlations between number of reviews and rankings in the SERP. Furthermore, reviews add credibility to your business and increases the odds of a user choosing you from the competition. A good example of where this works well is a site such as trpadvisor.com who rely only on visitor reviews but offer no official reviews themselves, and yet still are able to make an impact online with their apps and site being seen as portals for business recognition.

3 NAP (Name Address & Telephone Number)

Did this surprise you? Your business NAP details should be listed in text throughout your website, however do not spam your site by stuffing it with NAPs excessively and repetitively. NAPs should also be coded into the hCard/Schema.org of your site. NAPs should also appear offpage too, this means on other “local” websites such as blogs, websites and directories. Which brings us to number 4.

4 Off-page local SEO

“Backlinks” are still important to use. However, having your business name and NAPs listed on third party websites, even without a backlink, can help your local SEO. Therefore, it is highly advisable to get listed in high authority local directories and even better if your business and NAP can be mentioned on high authority local blogs or other websites. This is not always a straight forward procedure and really depends on creativity and well thought through business initiatives that are properly integrated with your SEO strategy.

5 What to avoid

While performing the above correctly will increase your website’s local SEO strength, one must avoid certain pit-falls that can either hurt the website’s SEO or even get it penalised. First and foremost, avoid duplicate Google Business Listings, if you see a Google Business Listing (GBL) on the map relating to your business that you didn’t create, claim it rather than creating another. There’s also incorrect GBL information to look out for, most especially the wrong business category. If your company has multiple locations & hence legitimate multiple GBLs, avoid duplicating the content for each listing. If you have different NAP information in different places, you’ll need to ensure they are all saying the same thing. Finally ensure you are not using a false physical address!

Using the above techniques, in addition to the normal SEO practises, will ensure that your site gains much greater exposure in the local search engine results. Always bear in mind to keep your optimisation strategy authentic and ethical - spamming no longer helps SEO and engaging in black hat techniques can get your site penalised or even removed from Google’s search.