What is local search optimisation and why is it important?
Online competition is increasing, as is the use of mobile phones for local search. Therefore, the presence of a company among the hits is also of increasing importance. local search.
A company can improve its ranking in local search results by implementing various so-called "local search" measures. SEO strategies. This primarily involves creating verified profiles on different online platforms and directories, entering data into maps and adding relevant content and categories. Next, optimisation of the data, which of course needs to be aligned with the data on your website. Optimisation for local search or local SEO is the basis for making your business trustworthy in the eyes of search engines.
Should your business be doing local SEO optimisation?
Google currently shows only 3 companies in the top positions of local search. As you can probably imagine, very few people actually click on this link, so the first three places you want your business to appear are.
The biggest mistakes in local SEO and how to fix them:
1. NAP data inconsistency
The biggest problem is inconsistent NAP company data, which means that the name, address and telephone number are not uniform.
It is often the case that companies do not have up-to-date or harmonised NAP data on online platforms such as maps, directories, etc. This not only makes it harder for customers to find or contact you, but also affects your position in search engines.
The problem arises especially for companies that have different or similar titles published. Some companies have an official company name, e.g. Janez Novak s.p., while others have a brand name or a shop name, e.g. Zlatarstvo Novak, i.e. the name by which customers know them.
SOLUTION: Although it can be very time-consuming, we advise you to make sure that your name, address, phone number (and URL if you have a website) are always consistent across all key directories, maps and directories.
2. Ignoring the company website
It is also common for companies not to optimise their website for local search. Many companies do not have NAP data properly published on the website and without adding place names in the title. This is particularly important for businesses that operate in multiple locations.
SOLUTION: Include NAP data in the website and make sure it is consistent with the published data in all online directories. If you have multiple outlets, each outlet should have its own landing page with NAP data and a map.
3. Duplicate company images
Many companies have the problem of duplicate map representations of company locations. The reason for this is that maps draw information from different directories, where the data may be unverified, incorrect or not up-to-date. It also happens that the owner re-enters a location where he forgot the access data the first time, for example. This is a major problem that can confuse web search engines, as well as the company's users or customers.
SOLUTION: Confirm or verify the location on all maps and directories, such as. Google Business Profile. Then optimise your content, which means filling in all the details, writing meaningful descriptions and adding images that best represent your business or brand. This will give search engines a validated representation of your business.
4. Incorrectly published data for several locations
Companies such as banks with multiple locations usually have NAP data for all branches published on a single sub-page, which may be sufficient for a website visitor, but not for search engines. This is because it is easier for search engines to find, identify and link to individual locations if each has its own sub-page.
SOLUTION: In line with good local optimisation practice, a new sub-page should be created on the company's website for each branch to include NAP data. This is recommended even if your business operates in only two locations.
5. Missing or not updated data on online profiles
Some companies create profiles on networks but do not add relevant content once they are approved. Because this is time-consuming, they only enter basic information and then forget about everything else. Search engines like to see that someone is looking after the profiles and managing the content, so they understand that the company is active.
SOLUTION: Please fill in the information in full. Next to your main activity, enter any other activities that might lead customers to you. You should also update the content regularly. This means that if you have new photos, post them everywhere as often as possible. It is also a good idea to post regular updates on social media.
6. Online profiles without positive customer reviews
Profiles without customer reviews will result in lower search engine rankings for your business.
Also, positive reviews from your customers bring more business to your door, as according to research 80% of web users trust ratings and reviews. The prerequisite, of course, is that you constantly ensure the satisfaction of your customers.
SOLUTION: Encourage your customers to give their opinions. You can remind them in many ways: in person, by email, on the website... The more reviews you collect, the better your search engine rankings will be.
Are you interested in a professional solution that reliably improves search results in local search?
Contact us for more information! We are happy to help.
