How to Optimize Your Website for Local Searches

As consumers increasingly demand omnichannel shopping, it’s crucial that local search engine optimization (SEO) is part of your digital marketing strategy. A well-developed local SEO campaign can increase traffic to your online and offline store, as well as strengthen the relationship between your physical and digital stores (sometimes referred to as phygital retail).

Here are some tips on how to optimize your website for local searches:

First, focus on the low-hanging fruit. A few basics, such as ensuring that your GMB page is properly optimized and that your website has proper local structured data markup, will help you improve your ranking in the SERPs.

In addition, make sure to include a contact form on your website so that customers can easily reach you. Then, use social media to connect with local customers and prospects. For example, post about local events and encourage your followers to attend. This will also boost your credibility and authority.

Next, optimize your site for local keywords. This is especially important for doctors, dentists and other medical professionals. In fact, Google is now factoring in patient reviews when recommending local businesses in the carousel and other search results.

Similarly, it’s essential for real estate agencies to have strong local SEO. When people want to buy a home or sell one, they often go to the Internet to research local options. In fact, the majority of homebuyers and sellers start their search online.

Another great way to improve your local rankings is by establishing a presence on the most popular review sites. According to a study by Moz, reviews are the number one factor that influences local search and snack pack rankings. And since a whopping 81 percent of people read customer reviews before making a purchase, you can’t afford to ignore this aspect of your local search engine marketing.

Finally, if you have the budget to do so, invest in a local SEO tool that will monitor your rankings in the SERPs. This will allow you to track your progress and identify opportunities. It will also help you understand what your competitors are doing and learn from their best practices. It will be a valuable investment that will pay dividends for years to come.

Aside from tracking your local SEO rankings, it’s also wise to keep tabs on the rankings of your competitors. This will enable you to see what is working and what is not, so you can focus on your efforts and maximize the impact of your investment. A good tool will provide you with detailed reports on the performance of your competitor websites, including rank changes, location, device, type of search, and more. It will help you understand what factors are driving your competitor’s success so that you can implement those strategies yourself.

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