I have worked with many local businesses on Search Engine Optimization (SEO) projects and the need to increase visibility on local search remains strong. Especially for brick and mortar businesses (i.e.: restaurants, galleries), an optimized site translates into more site and foot traffic of people looking for that latte on the go. One of the key steps to optimizing your site for local search is exploring ways to incorporate your city and regional keywords in your site content. This includes, but is not limited, to your page content, title tags, header info and even your URL.
Here are some other best practice tips for optimizing your site for local search:
Time for a Blog
Blogging is a wonderful platform for rich and relevant content and I would recommend using geo-specific terms like “New Jersey soccer equipment” to your posts and tags. The key is making sure the blog is tailored for your readers, so avoid blatant promotion as readers can see right through that and it will do more harm than good. Keep the posts short and informative and include rich media like photos and videos as it enhances the posts.
Say No to Keyword Stuffing
I have seen this over and over and over and over and over again. Please do not stuff your site with keywords and this includes the page titles, footers and page content.
Link Strategy with local organizations
Establishing links with local organizations like the local Chamber of Commerce is a great way to build traffic and authority in local search, as it ties in with Google’s ranking algorithm and gives your site credibility a boost. From partner and association sites to social media (esp. Facebook and LinkedIn), look for sites within your network and find those groups and explore opportunities for reciprocal linking. If possible, set up a links page with links to those groups on your site.
Become an expert
Get your feet wet on discussion boards and advice sites like AllExperts.com and Yahoo!Answers and find areas of expertise. So if you have a shoe repair store, jump in on a thread that is within your space like “Repairing Golf Shoes” and sign up to become an expert in this category.
Get social
As most of you know, social media continues to be one of the most cost-efficient ways of driving local traffic to your site as well as establishing a local base of fans on all social media channels. FourSquare and Facebook in particular are excellent platforms for any local business, looking for ways to acquire and engage local visitors. The key is making sure you have the resources and energy to keep your fan page up to date and relevant. Restaurants will often use social media for promotions on dish specials and special events.
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