Local Search Engine Optimization

BTPLocal - SEO

Entrepreneurs assume multiple roles when launching a new enterprise, especially in the vast digital world of e-commerce. From registering a business name to launching local marketing initiatives, the desire to obtain industrial knowledge can greatly challenge those new to marketing on the Internet. Search engine optimization (SEO), an often misunderstood marketing tactic to drive traffic, aims to convert a targeted audience in search of solutions to their problem. With roughly four out of five consumers choosing search engines to find answers to their inquiries, knowing how to drive organic traffic to an optimized landing page remains vital to any entrepreneur searching for ways to get found online. This rings especially true for businesses who rely on local marketing designed to generate leads, a digital marketing campaign colloquially known as Local SEO.

Defining Local SEO: Improving Search Engine Rank

When Google updated its local search algorithm in 2014, it dramatically changed the organic rankings of local businesses practically overnight. Dubbed the Pigeon update, this slight modification to the algorithm linked the proximity of local businesses in Google Maps, directly impacting search results from users all over the world. Consequently, three types of search results appear in Google when typing in a string of desired keywords, including paid search results, organic search results (free), and list of local businesses that correspond with the location parameters on Google Maps. This instantly opened the doors for small businesses looking to build an online presence.
When conducting a keyword search of local businesses prior to the update, a list called an eLocal Pack or 7-Pack emerged, which dwindled to only three spots or less post the Pigeon update. To further complicate this already distressful conundrum, certain businesses yield different results with omitted information, such as contact details, which can interfere with the businesses’ ability to rank website on Google. Despite this roadblock, small businesses can incorporate certain optimization strategies to help rank website on Google.

Search Engine Optimization for Local Businesses: How to Rank with Keywords on Google

Before imparting the aforementioned strategies to an online marketing campaign, conduct the proper research of the primary keywords using incognito mode on a secure browser. Take special note of the search results for the inquiry using keywords relevant to the business and its industry. Avoid personalized settings to obtain unbiased results. After seeing the search engine rank, determine the necessary strategy to achieve the desired result and increase the presence of the local business in the organic search results. Consider the following strategies to achieve organic search results that would rival any online marketing company in today’s digital climate.

• Adjusting citations and directory listings to improve rank website on Google. Citations serve as a digital footprint linking local businesses with potential clients. A properly structured citation should contain the name of the business, address, and phone number across all directories and review sites. Search engines rely on the accuracy of this information to direct users to the small business in its listing. The key takeaway from using citations centers around the consistency of the businesses’ contact information across all platforms, including strict abbreviations pertaining to street and suite number. Consequently, administrators should update contact information regularly to get found online through the search engine’s algorithms.

• Increase organic traffic search results by creating a dynamic Google Business page. The Google My Business (GMB) platform integrates organic search results with Google Maps and its’ associated social networking website Google+. Information relayed through the dashboard directly impacts the search results of the business seeking an effective strategy of local marketing designed to generate leads. A business looking to increase its online presence can achieve their desired goal by optimizing a Google Business page to produce formidable local pack rankings. Google My Business aims to provide services for all business categories, including brick-and-mortar storefronts, traveling businesses serving a local area, and e-commerce businesses looking to expand their outreach. Follow the GMB guidelines to customize settings and further optimize search results.

• Know how to rank keywords on Google by building directory listings that shoot organic search results to the top of the engine. When Google rolled out the Pigeon update, it gave special preference to popular directories, such as Yelp, Yahoo! Local, Bing Places, Facebook, and the Yellow Pages, which indexed the aforementioned citations in this list. Building a directory using common optimization strategies ranks as one of the most effective ways to boost the search engine rank over a competitor, such as an online marketing company. Local businesses can also incorporate unstructured citations on other digital platforms, such as message boards, blogs, job boards, and non-profit organizations. Using unstructured citations can help businesses eager to promote brand awareness. In addition, submitting business details to the four aggregators can also help get found online.

Evaluating and Optimizing Website to Improve Search Rank

After applying the aforementioned strategies, businesses may want to complete a thorough evaluation of the optimized website. When reviewing the website, take special note of the analytics tools provided by Google and Webmaster. These free tools will provide invaluable insight on how to rank with keywords on Google. When updating directories, enter text containing the name, address, and phone number of the business. Search engines evaluate the text in a description, and not the words in a description or video. As a result, many webmasters incorporate meta tags and descriptions to help the search engines distinguish the subject of the website and the goods and services it offers.

Choosing an Online Marketing Company for Improved Organic Search Results: Why BTP Local

BTP Local strives to build a stronger online presence by optimizing websites with keywords often entered into search engines. We also offer other online marketing services, such as social media marketing, content marketing, pay-per-click (PPC), paid-advertisement, and web design. We specialize in listings and reputation management, social posting, paid advertising, and search engine optimization. Still not convinced? Contact us at 845-320-3800 to let us know how we can better serve you. Our friendly staff is waiting to answer your questions and help direct you to the best possible services available from our agency.