Did you know more than 50% of all Google Searches are looking for a local service? It should go without saying, if you are a local business, generating local website traffic is a must! Many of those local searches are simply the product or service with the words “near me” after. I.e. Paralegal Near Me, Psychologist Near Me, or Mexican Restaurant Near Me (in fact, it is almost always suggested when you do a Google search).
Very, very few companies understand the need for online exposure for their local business website. Most of the business owners we talk to are simply too busy building their business to focus on marketing SEO. However, if you want your business to be successful – you need a digital marketing SEO strategy.
Increasing Local Website Traffic
Creating fantastic content is one thing, getting the right attention is completely another. Boosting your site in the Search Engine Results Page (SERP) is key to getting leads. But, how do you attract the attention of Google so you rank?
First thing first, improve your metadata, create citations (these are foundational), build valuable links from high domain authority sites that will drive traffic to your local website, and, of course, develop relevant content – finally optimize each page for SEO.
Metadata and Keywords Drive Local Website Traffic
Each page (including blogs), should contain relevant and specific keywords in the header, title tag, and meta description. The algorithm within Google recognizes keywords and data, which will answer the user’s search query. It is imperative to show your content and services are useful to viewers.
If your market is primarily within a geographic area, mention the area multiple times, different neighborhoods and variations are always recommended. In essence, Google wants to know how close you are to those searching for products and services. We always add the names of cities our clients service.
Picking The Right Keywords For Local Search
Some keywords are harder to rank for, some are easier, and some are sometimes best utilized in a long-tail keyword search. Here is one of the best free keyword search tools we have used (provided by Wordstream). Other keyword tools include:
With these tools, you can measure metadata in pixels. Preview title tags and meta descriptions, and visualize how metadata will appear. Accurate volumes of usage can be found, as well as, comparing keyword trends and creating a plan to incorporate keywords to boost your local website traffic.
Local Web Citations For Local Traffic
Truthfully, citations do matter, they are foundational. However, there is a law of diminishing returns and typically we recommend about 30 (from there they can and do spider out). Accurate citations are definitely one way to increase a company’s local website traffic.
What Are Local Web Citations?
The basic definition is a mention of a business along with it’s Name, Address, Phone, Website, etc. outside of its own homepage. Each citation generates legitimacy. They also validate correct information often a net effect is boosting a company’s online reputation, SEO, and local website traffic. Typical examples include:
- Bing Places
- Google Places
- Yahoo! Local
There are literally thousands of directories that a business can list to be found by local users. In our experience, paying to be listed is never worth it. The only citation worth paying for is a membership in a Chamber of Commerce, Better Business Bureau, or Industry Association.
Link Building for Local Website Traffic
Just as internal links help a user navigate from one page of your website to another external links help users navigate to your website. If your site has links to it from 10,000 other websites the chances are some of the traffic will be diverted to your site. Strong backlinks come from high-quality domains that actually drive traffic to your site – it is simply not good enough to be listed on a high-ranking site, but used with content in a call to action, which delivers the user to your landing page. Some great content strategies which can be used to build backlinks are:
- Creation of shareable content – including how-to or product reviews. Fun shares can work too, but may not always drive purchasers.
- Sharing content – Generate an email list and share content with your company’s fans, colleagues, and industry utilizing social media and email.
- Link to other high-quality websites in your area AND have them link back to you. This is great for industry associations or groups.
- Offer to post on other websites and have other websites do guest posts on your website. Great ideas include local and industry-related blogs and podcasts.
More followers and the better the reputation a site has the more authority it will develop and make backlinks more valuable.
High Quality and Relevant Content to Build Local Website Traffic
Content is king, it always has been, and it is in no way getting dethroned any time soon. We are often quoted as saying a content writer should be your next hire after a web developer (sorry Social Media). A great writer can add tremendous value to your website ranking, especially if they have the ability to post on sites other than your own. Content should be unique, engaging, and authentic. It should draw attention by following the Attract, Engage, and Delight formula with a strong call to action.
Companies with local, relevant, and worthwhile content will stand out from competitors. Utilize all pages of your website especially blogs, landing pages, and tier one pages. The goal of your site should be to answer simply:
- What We Do
- How We Do It
- Why We Do It
- What Problems We Solve
- Unique Selling Proposition
If possible, update your blog on a regular basis: Daily, Weekly, or Bi-Weekly.
Social Media Is A Great Tool To Boost Local Website Traffic
Consumers use social media (often more than Google). People interact with friends, co-workers, etc. Everyone is looking for information and the next great thing to share. Don’t be afraid to boost posts to the potential customers who live close to your business. Use Facebook, Instagram, LinkedIn, or other social media entities that can link back to your website.
One of the top reasons social media is used in digital marketing strategies is the potential it has to reach customers. Building your brand online is a great way to reach and engage with customers. Your fans can promote your business to their friends and family for free just because they enjoy your services so much. And with carefully planned campaigns, you can extend your reach to potential customers. This can help you build strong relationships with those you already serve.
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