Local search marketing is extremely difficult with what often feels like endless tactics to employ in order to improve the visibility of your business online. While business owners employ many of these plans well, a few of them perplex even the savviest business owners or get totally overlooked.
1. Ignoring the Data Aggregators
It isn't uncommon to see businesses optimize their Google+ listing properly or even their Google+, Yelp, and two-to-three other high profile local directories like TripAdvisor or Citysearch. sadly, too many stop there and forget that Google crawls thousands of sites that contain citations every day.
In order to optimize the sites most noticeable to customers, it's imperative that businesses focus on data sources that Google uses to build its understanding of the local web.
Organic Counterpart: Deciding to focus on only one thing in Google's algorithm like title tags. Businesses should accept a more comprehensive local SEO approach to cater to Google and really move the needle with SEO.
2. Not having an entity Page for Each Business Location
More than three years ago, Matt Cutts stated, "If you want your store pages to be found, it's finest to have a unique, easily crawl able url for each store." Since then, organic ranking factors have sustained to become more influential components in Google's approach to ranking businesses in local results.
Even without the increased weight in the local ranking algorithm, businesses should uphold optimized location pages for each location for usability reasons.
Many regional and national businesses only return their business site data through results pages for a business locator, leaving no existing pages to be crawled. These businesses often complex the problem by using locators not optimized for mobile devices.
Organic complement: Trying to optimize a product site without product pages. Businesses need to look past the set conveniences of dynamically generated content and remember that content needs to perpetually exist on a page in order to be indexed by and visible through search engines.
3. sack the Opportunity of People Talking About Your Business
Customers and potential customers talk about businesses whether those businesses like it or want to admit it. It is also more common than ever for that conversation to occur online in the form of a review or social media interaction.
All too often, businesses ignore this chance to engage with clients and customers. A simple, "Thanks for the positive remarks!" for any positive review or a "I'm sorry to hear that! Here's how we are addressing your feedback so it doesn't occur again…" for any negative comments or reviews can go a long way in turning people discussing your company into people evangelizing for your company.
4. Not Using restricted Content
Most businesses know they need to use relevant keywords in their content so their website ranks on the search engines. unluckily, many business owners stop at the types of services or products they offer.
Local keywords, such as neighborhoods, ZIP codes, and nearby attractions can be significant keywords that customers use in their searches to find businesses relevant in both their offerings and proximity. Taking the time to include these can drive incremental traffic for location-based queries in which businesses weren't previously appearing.
Organic complement: Not taking the time to go in and re-optimize your top performing product pages in order to drive traffic for additional, related keywords. The same powerful local keywords that can boost the performance of primary site pages can often do wonders for the local SEO visibility of these more granular pages dedicated to exact products and services.
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