Whether you’re a Denver chiropractic center or a local restaurant, local SEO is critical to the success of your business. Learning the various components of local SEO and how they can improve your organic traffic and conversion can make the difference between expanding or stagnation.
In the aforementioned cases, an SEO agency in Denver can help both the local restaurant and the chiropractic firm increase the traffic to their website and improve their brand awareness. Any business with a physical location or one that serves a specific area can benefit from focusing on their local SEO. This article explains why.
How Has Local SEO Evolved?
In the early days, the internet had relatively few websites, and navigating the web was relatively simple. Once the internet started to expand, search engines started modifying how users found sites that helped solve queries. Google quickly took over as the most popular search engine. It was also the first site to use links between sites as an indication of the sites that were trusted and had authority.
Today, Google uses numerous factors both on and off your site to determine its relevance. These factors influence your digital footprint and each factor carries different weight and significance. Your digital footprint determines whether you’re a top result of an inquiry that a user types into Google.
How Does Google Work?
Typing a search phrase into Google yields results. It directs you to various sites aimed at answering your question. It also gives you results based on various ranking factors, some of which Google discloses, others it keeps secret. Google stores the information from websites and ranks them. This process is known as “indexing.”
To form the index, Google sends programs known as spiders to crawl the web. Spiders work uniformly. They start on a single page and follow the links on that page. Then it looks at the content on various pages. When web content gets crawled, it’s stored in Google’s servers and the index is built. Spiders can crawl trillions of pages and ensure the content is up-to-date and new sites get discovered quickly.
How Does Google Rank Search Results?
Google uses various algorithms to rank sites on the internet near instantaneously. Once you Google something, the algorithm checks the index and spits out a list of websites matching your search in organic results. These results are chosen based on relevance, authority, and trustworthiness. Links to your site also play an important role. The algorithm accounts for on and off-site factors and determines which websites have something related to your search. All of the sites get ranked by their ability to answer your questions.
The algorithm looks at various on-site and off-site factors to determine which websites have the best ability to answer your questions. If the correct elements of your site’s digital presence are optimized, your site will show up higher in the search results.
What Is Different About Local SEO?
Local organic search results are slightly different from broader SEO results. Over the years, Google has learned people need different results from their immediate area. Local search algorithms include proximity ranking factors that account for your given location. This happens without the user searching for local keywords in their query.
If you have your settings so Google knows your location, you will get different results than if you have them turned off. Local search used to be limited to people who used their desktops. But with the recent increase in mobile internet access, that’s changing.
How Do You Rank for Local SEO?
Separate algorithms power the search results for local SEO with Google. Local businesses have the opportunity to appear for both main organic results and local SEO results. If you’re new to marketing your business online, one of the main challenges is to understand where your focus should be regarding local SEO because you’re facing less competition.
Your link popularity and local content are ranking factors for local SEO. That’s why location pages are critical for your rankings. You also have to make sure your Google My Business pages are all current and accurate. Local citations from online directories can also heavily influence your rankings.
Website is a consistent factor, just as it is with main organic results. But location-based factors, such as Google My Business, citations, and review signals should also be considered.
Manage and Optimize Your Business Profile
Optimizing your business profile is the first step to ranking locally. Once you set yours up, you should add photos and write an optimized business description. You should also:
- Keep your information up to date.
- Add new photos and videos.
- Share Google posts regularly.
- Ask and respond to GBP Q&As.
- Request and respond to Google reviews.
Develop Your Reputation
Earn reviews for your business through excellent customer service. The major ranking force here is reliable reviews from your customers.
Optimize Your Website
To optimize your website, follow these steps:
- Create valuable content
- Build internal links
- Have a mobile responsive design;
- Optimize image and content metadata; and
- Provide a positive user experience.
Post Valuable Content
Create high-quality content for your website. Content can take many forms, from blog posts, videos, podcasts, and animations. These should be useful to your audience and contain keyword information relevant to what your audience needs. Great content also helps you generate inbound links.
Build Valuable Internal Links
Building internal links across is a simple, yet often forgotten technique that can boost your SEO presence. Internal links are links that connect one page to another within your site. These links help Google understand your website.
Mobile responsiveness is a critical ranking factor for local businesses. It ensures your site looks clean across all devices. Whether you use an Android or iPhone, your site should have appropriate site speed and responsiveness.
How Do You Harness SEO?
Now equipped with a better understanding of how SEO ranks various pages, you should concentrate your site’s digital presence to favor local factors, especially as an SMB. That way, your business can improve its local ranking and generate more traffic to your local site.
Your visibility gets affected by many factors but you should keep in mind that local search continues to change. Keeping with the various changes in ranking factors can be a challenging process and you should consider using tools targeted at this type of ongoing education and proactive approaches.