It is very important to be able to connect every algorithm updates to learn SEO. Every new update relates to the previous update. Today I’m going to discuss On-Page Optimization for Local Businesses.
What You Will Learn from This Post-
- Things to consider when it comes to On-Page Optimization.
- Best practices
SEO has become very competitive industry for almost all type of market. It has become obvious for business owners to stay updated with the latest trends.
You will find many people saying “SEO is Dead or SEO Doesn’t Work”
I loved this quote from Bill Slawski, President and Founder of SEO by the Sea.
SEO is changing in ways that can reach more people and help them (Owners) be more successful.
If you are a local business owner or Local SEO professional, you must focus on these few things to dominate local search rank.
- Technical SEO: On-Page Optimization
- Off-Page Optimization: Reputation Building
What is On-Page/On-Site SEO?
On-Page/On-Site Optimization is a process in which a webpage and its content are optimized to become more attractive, useful and actionable to users.
A Technical On-Page SEO Checklist For Local Businesses
- Optimize Website Structure
- Sign-Up to Google Webmaster Tool
- Sign up to Google Analytics
- Optimize Site Speed & Mobile Friendliness
- SSL Certificate
- Error Response Codes
- Accelerated Mobile Pages
- URL Structure
- Internal Linking Structure
- Schema Markup Setup with Trusted Rich Snippets Data
- Setup Navigation Schema
- Title Tags
- Meta Descriptions
- Optimize Content for Near Me and Voice Searches
- Add NAP on the Website
- Embed Google Maps
- Image Optimization
- Add Testimonial or Reviews on the Website
- Social Media Optimization and Integration
Optimize Website Structure for Multi-Location Business
For multi-location business optimizing the website structure is the hardest thing to do. Many SEO Experts would tell you to have different website for each location. Some of them will suggest having one Brand Website with different location specific landing page.
Sign-Up to Google Webmaster Tool
By Google Search Console, you can monitor site’s performance, identify issues and monitor backlinks. Few things you should setup and optimize from Google Search Console.
- Submit Sitemap
- Check Crawl Errors
- “Use Fetch as Google” to Get Indexed First
- Set Targeted Country in “International Targeting”
- Check Index Status
- Check Mobile Usability
- Check Robots.txt Tester to Find out Any Errors
- Search Analytic to Analyze your performance on Google Search
- Check “Links to Your Site” to Analyze Domains linked to your site
- Check HTML Improvements Section to detect any potential issues with content on your pages, including duplicate, missing, or problematic title tags or Meta descriptions.
- Structured Data
- Rich Cards- Fix errors in your rich cards or enhance your cards
- Data Highlighter- Highlight Your Structured Data Directly from GSC
Sign Up On Google Analytic
Every Site owner should sign up with this great free tool by Google. By this tool, you can monitor User Behavior, Real-Time Audiences, Locations, Traffic Sources, Demographic Insight, and many mores. It will take days to explain everything. Here’s Google Analytics for Beginners
Optimize Site Speed & Mobile Friendliness
Every day, more than 95% of peoples are searching online to buy a products or service. And it’s gradually increasing. SEJ Reported last year that nearly 60% of searches are now from mobile devices. Site Speed hurt your sites performance for both Desktop and Mobile. To improve the User Experience, it’s an essential part of technical SEO.
Error Response Codes
Webmasters should check Error Response Codes like 400, 403, 404, 500 and 503. This needs to be fixed. Create 3XX Redirection from 4XXX or 5XXX errors.
Schema Markup Setup with Trusted Rich Snippets Data
After the “Fred” update Google is faun to penalized unrelated schema and fake reviews. Google is becoming cleaner every day. With the Machine-Learning Algorithm Its too risky to post fake reviews and showing rich snippets data.
Setup Site Navigation Schema
By creating and submitting site navigation schema you can have a great chance to show important links for the brand search.
Meta Title Tags is going to be important and tricky. Many studies showed that, Google follow first come first serve basis. That means, when you are going to write the Meta title make sure you try to use the keyword at the beginning of the sentence. Caution- Do not ever thinks about keyword stuffing.
Write useful and keyword rich unique meta description for every pages. Always try to use Semantic keywords. It is best to keep meta descriptions long enough that they’re sufficiently descriptive, but shorter than that 160-character limit. End with a “Call to Action”
As always, headlines are important for SEO all the time. According to Google Webmaster Guidelines, A Page should contain only one H1 tag and should be focused the main service or products you are offering. Then the priorities go on as H2, H3, and H4…H6.
Optimize Content for Near Me and Voice Searches
Since more and more peoples are using tablets or mobile devices to find products or services online. People also search for products or services including their location such as “Dentist in New York” or “Dentist near me” or “Dentist”. Search Engines provide the most accurate results based on your location.
What about the voice search? Would you search using “Dentist in New York” or something like this “where is the dentist near me” …
Make sure you add your Business Name, Address, and Phone. Adding Business Hours and Email address will be better for UX.
Embed Google Maps
By adding a Google Maps for your location on the website will increase the user experience.
Add Testimonial or Reviews on the Website
Adding or Embedding customer’s reviews/testimonial on the website will add an extra special option for your customers. I’m talking about something like this:
Google only understand images when you input some information on the meta data of each images. By adding alt text, you can even ranked for image search. Always try to use the related Semantic keywords.
Having an accurate Sitemaps help search engines to index your website content.
Accelerated Mobile Pages(AMP)
By having an AMP version of your blog can increase user intent. But not much effect for Local business.
Adding targeted keyword within the URL can helps for better SERPs. Google recommended that the first 3-5 words in a URL are given more weight. Read this Guide by Rand to learn more about this-Pagination: Best Practices for SEO & User Experience.
Internal Linking Structure
Internal link helps users to follow more pages, learning new things about your product/services. It helps to improve the dwell time. Dwell time helps to increase the trusts of your site in the eyes of Google.
Using related external links within your posts helps Google to understand the niche of your content. Using HQ related links within a post can improve the value of your article as good neighborhood links. Good neighborhood links transfer their good impressions to your link.
Social Media Optimization and Integration
Social Signals can help on improving SERPs. I believe “Everything is Connected”.
- Quality Content + Low Bounce Rate + Faster Load Time+ Longer Dwell Time—>>>Good UX
- UX + Backlinks+ CTR + Social Signal—–>>>SERPs
I think, I’ve covered everything which will be helpful to do Local SEO in 2018.
On-Page Optimization is one of the most important thing every website owner must do it properly. While On-Page Optimization ensures the site usability, Off-Page Optimization helps to build online reputation for both traditional SEO and Local SEO. This is where these two marketing strategy correlates.
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Image Credit- LinksManagement
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Jubayer Hossain is The Founder at SEO With Clarity, an SEO consultant and entrepreneur. He has proven himself as a successful online marketer since 2010 and founded Ninja Creative Marketing in 2017. He can be reached at firstname.lastname@example.org.