Website Localized

Image by mohamed Hassan from Pixabay

 

Nearly 76% of online shoppers prefer to read product information in their native language. In fact, according to the same study, as many as 40% of online shoppers will never buy from a website that’s not in their native language.

 

And that means companies that want to expand into new markets and reach new audiences must be willing to offer them information and support in their native languages. 

 

Luckily, that’s where website localization can be incredibly useful. It allows companies to remove not just any language barriers between the company and the audience but also account for cultural and other important aspects that can remove friction and ensure your audiences are happy across the world.

 

But how can you get started with building an effective website localization process? Let’s explore some of the most important steps below.

 

Create a Plan


Any effective website localization campaign must start with a plan. The process is complicated and lengthy enough as it is, so you need to at least establish what you’re trying to achieve and lay out the steps that will allow you to bridge the gap from where you are now.

 

Creating a comprehensive plan will also help you focus your resources where they are the most useful, making the process of website localization not just more efficient but more cost-effective as well.

 

A good starting point to look at is how your products and brand fit with the market you are trying to enter. Sometimes you won’t need to make any changes to how your brand and products look, but in other cultures, you may need to make significant changes to make your offerings look appealing.

 

Another key part of making a plan is to look at your timeline. If you want to make an aggressive push into a new market and want to launch as soon as possible, that will probably cost more to implement quickly. Think about whether the timeline makes sense and if it will offer a good ROI.

 

Finally, map out the stages of the process and mark down significant milestones you can use as signposts that show you’re heading in the right direction.

 

Understand the Market


Most of the decisions that you’ll be making in your website localization project will revolve around the audience you are trying to cater to. And that means that to make informed decisions, you need to start with in-depth market research that will help you discover the subtle differences between your current audience and the one you want to serve.

 

And at the very first stage, that means identifying the markets that show the most potential for success. You could potentially expand to any corner of the world, but you should prioritize the countries and languages that have the biggest ROI potential and have audiences eager to buy your products.

 

When you identify the best potential markets to enter, make sure you dive deep into understanding their core needs, unique localization challenges, and which segments you should prioritize when designing your website’s functionality and structure.

 

Utilize the Right Tools


Even though localization can be a complicated process, the good news is that there are tools designed to make the process simpler and more manageable. In a global economy, millions of companies are looking for ways to better cater to the needs of local audiences, and these solutions allow streamlining various tasks and steps, improving effectiveness while simultaneously reducing the time it takes to complete the project.

 

But what can localization solutions offer your company?

 

Well, one powerful feature is the ability to build a centralized database for all your translations, which can help maintain consistency and identify the unique patterns that should be maintained across different localization projects.

 

A localization software solution can also help speed up the translation process itself using machine translation, which can then be further worked on by a human translator to ensure that the subtleties of the local language aren’t lost.

 

Finally, with the help of localization software, you can establish a terminology glossary, which will help maintain consistency in phrasing and wording in projects that are worked on by multiple people at once. Even a seemingly simple feature like this can go a long way in ensuring that no part of your core messages gets lost and that the local audiences understand your offer and value proposition.

 

Conclusion


Website localization is a key part of successfully entering new markets. A significant percentage of buyers want to interact with brands in their native language, so it’s up to you to provide them with a seamless experience they will enjoy.

 

And the good news is that you can break down the website localization process into actionable tasks and streamline each aspect through specialized solutions.

local seo

 

Search engine optimization has become one of the most turbo-charged marketing tools in the service industry. It drives a higher return on investment than any other marketing strategy. Google has become a dominant part of everyday life, delivering a 34% click-through rate to those lucky enough to rise to the first-place position. If SEO isn’t right at the top of your marketing priority list, you can cut a significant chunk out of your profits. Let’s look at a few easy ways you can gain Google power.

 

1) Avoid Black Hat Habits


Google’s algorithms are too intelligent to trick these days, so dishonest tactics will hinder more than they can help. Keyword spamming and duplicate content might seem like cheaper ways to gain rank, but the search engine penalties can last a lifetime. Your search engine optimization strategy should focus on providing real value to your audience. Google rewards content depth, relevance, and originality, so quality should be your highest goal. Play by the rules, and the benefits will follow. Google rewards:

 

  • Engaging content
  • Relevant keywords
  • Keyword-driven metadata and page titles
  • High authority links
  • Simple site navigation with organized sitemaps
  • Quick page loading times

2) Keep it Fresh


Google crawls the internet in search of content constantly, so it’s quick to reward updated websites. Fresh content is worth its weight in pixels, and the modern interwebz offer hundreds of opportunities to create it. Review sites are enjoying their heyday, so you can even count on your customers to create a steady stream of new SEO-worthy content.

 

Blogs, podcasts, and video blogs can encourage your users to engage, so they offer more than just the SEO value of the content itself. Comment sections are a goldmine to the organic marketer. Search engines also favor trendy topics, so use your blogs to publish newsworthy keywords. The freshness algorithm update counts on four dates to assess every URL:

 

  • The date the content was uploaded
  • The date crawlers found the page
  • The most recent crawl
  • The date of the most recent modification.

 

In other words, even a rewrite can boost your freshness score.

 

3) Generate FAQs


Product-based businesses can market via their product features, but service-based businesses work a little differently. Google expects them to demonstrate authority and expertise, and there’s no better way to achieve that than through FAQs. They open up the possibility of ranking in the “People also ask” box, which dominates service-based search results. They also improve your EAT components, which measure your expertise, authority, and trustworthiness. You can geotarget your rich results to achieve an extra dose of relevance.

 

 4) Use Geotargeting


You can sell a product to a customer on the other side of the world, but your service offering must cover a smaller patch of land. That makes geotargeting one of the strongest SEO tools at your disposal. You’ll need separate subpages for every location and service you offer. That’s a lot of content, but there are easier ways to cover your location.

 

You can strengthen your geotargeting with the mere inclusion of local citations. These are SEO tools that mention your company’s address and phone number. You can include citations on social networks, business directories, and service pages. NAP (name, place, and phone number) inclusions will allow you to rank under a narrower Google search, so they make it easier than ever to achieve that coveted number one search result.

 

Don’t forget the geotargeting potential of reviews. They can help you to earn more SERP real estate for branded search terms, so it’s worthwhile to offer discounts and credits for every ounce of customer feedback.

 

5) Google My Business


Google My Business (GMB) is one of the most powerful ways to boost your service-related brand. This is a free tool that puts you on the map. Pin your location to Google maps, and the search engine will enhance your local rank for location-specific search queries. If your customers request your service “near me”, you’ll rise right to the top of the pile.

 

You can only draw GMB’s best results by including high-quality photographs, FAQS, and reviews. Your social media presence will pack an extra punch because Google awards a higher rank to those with a robust PR strategy. You can also boost your GMB rank by:

 

  • Keeping your GMB profile up to date via the dashboard. This should include your website, hours of operation, and business category
  • Verifying your business listing during account creation
  • Adding a Q&A section to your GMB listing
  • Regularly adding promotions and announcements to your business profile.

Conclusion


There’s a reason SEO has grown in importance among service-related businesses. Google is getting better at localization by the day. That means your potential customers can find you more easily than ever before. This is the time to perform an SEO audit that harnesses this new power. The investment will do more than just push you to the top of your search results. It will also boost your credibility and give you an extra edge against the competition. Almost 80%  of local mobile searches end in conversions. Now that’s a statistic worth investing for.

 

Author: This article was written by Michael Dinneen of NYC Nanny Agency NannyCity. NannyCity is a leading Nanny Placement Agency with locations in both NYC & CT. To learn more please visit https://nannycity.com.

local seo tips

 

How important is local SEO with your ongoing marketing campaigns? In the past, the notion of “more is better” was quite commonplace; the theory being that this strategy would yield the highest return-on-investment (ROI). Times have certainly changed. Adopting a localized approach is now taking center stage and for good reason.

 

Studies have highlighted that no fewer than 97 percent of all consumers employ local phrases when searching for a product or service. So, appreciating which ranking factors are the most relevant will often spell the difference between success and failure. Let us examine the top seven local SEO variables and what each one entails.

 

Online Reviews


Trustworthiness is critical today; particularly when establishing the reputation of a local business. Positive customer feedback will help to establish a greater degree of transparency and therefore, websites can enjoy a higher number of inbound hits. Google and Bing also look favorably on reviews.

 

On-Page SEO


On-page SEO factors are just as important, as these will help to determine the user-friendly nature of a website. Some variables which are included within this category include the use of the most relevant keywords, a mobile-responsive site design and NAP (name, address, phone number) listings so that search engines can better understand the physical location of a business. Therefore, working in tandem with a well-known website development company is often a wise decision.

 

Google My Business Listings


Google My Business is arguably one of the most important local SEO benchmarks in these modern times. This free tool allows businesses to work with Google Maps to provide users with a clear profile of the business. Furthermore, search algorithms will employ Google My Business to present results based on factors such as proximity to the individual performing the search query, relevant products and contact details.

 

Local Backlinks


We can think of a backlink as an algorithmic “word of mouth”. These links originate at another portal and direct users to your website. However, they can also be employed to establish an authoritative and trustworthy appearance. Consumers will then be much more likely to look at what is being offered. These observations have indeed been reinforced by solid statistics. Research indicates that a staggering 92 percent of all websites never receive any organic search engine traffic. This is largely because they have not employed any backlinks.

 

Behavioral Signals


How are behavioral signals directly related to local search engine optimization? There are three primary factors that can influence how a business ranks within portals such as Google and Bing:

 

  • Clickthrough rates
  • Mobile click-to-call widgets
  • Social media interaction

 

Let’s examine each in a bit more detail.

 

Clickthrough Rates

 

Clickthrough rates signify the number of inbound hits a website receives.

 

Click-to-Call Statistics

 

This next factor involves how many users contact a business via a click-to-call widget embedded within a website.

 

Social Media Engagement

 

We are not only referring to online platforms such as Facebook and Twitter in this sense. Google has now developed algorithms that can determine how many individuals “check-in” to a specific physical location (such as a retail outlet) with their mobile devices.

 

Citations


Citations are essentially nothing more than listings found within local online directories. Search engines will use citations to better understand how much digital exposure a site is receiving. Digital directories which offer the name, address and telephone number of a business represent excellent ways to strengthen brand identity and once again, to enjoy a higher number of inbound hits.

 

Quality Content


Curating high-quality content is a final facet of the SEO equation. However, it should be provided with a decidedly local twist. Blogs about recent events, location-specific keywords and links to trusted community news sources will all fall within this category. While the notion of stellar content is certainly nothing new, it is important to highlight that it is now being imbued with a local flavor. As a result, it will be much easier to engage with the intended target demographic.

Local SEO is extremely important for small businesses. In fact, it has been found that more than 1.5 billion physical locations around the world are visited every month as a result of a local search. Use these seven local SEO tips to stay ahead of your competitors.

 

Author Bio:

Ciaran Hourican is the Managing Director of H-Training, a Learning and Development company, who offers career and corporate services such as interview coaching, career guidance for adults and leadership programs. Click here to learn more – https://htraining.net/interview-coaching/ 

No matter what your organization strives for, marketing can either make or break your goals. Whatever you want to accomplish, if it involves people, customers, or any demand, then marketing is crucial. Marketing allows you to reach people from a certain niche that allows your organization to gain attention and support.

 

“Ignoring online marketing is like opening a business but not telling anyone.” 

— KB Marketing Agency

 

Marketing is shifting towards a more digital-centric approach. Adjusting to the number of people online and on their devices. Digital marketing has plenty of opportunities, there are plenty of places for campaigns or articles that will direct traffic towards your organization. 

 

Another example of digital marketing would be Local SEO. This makes use of the modern-day libraries called search engines and allows for more exposure, better engagement, and more.

 

Local Search Engine Optimization


Almost everyone today has used a search engine whether it be Google, Bing, or even Yahoo. These search engines scour the world wide web to look for whatever information you are searching for.

 

These search engines aim to provide you with the relevant information that you are looking for. 

 

Search Engine Optimization in general plays around this, they aim to have their site, article, campaign show up when someone searches something in Google. This is all about directing traffic towards your organization.

 

Local Search Engine Optimization is the same thing but it specializes in advertising your organization to a nearby location.

 

If you find locals that are interested, then they will probably be better targets than people who are curious but are halfway across the world. Local SEO focuses on nearby targets and provides users with nearby suggestions. 

 

For example, using SEO services will help your organization get digital traffic through its service models. They have an entire team dedicated to digital marketing through Local SEO. 

 

Such digital marketing agencies focus on online engagement and reaching the public through search engines and social media campaigns. A digital marketing agency can be considered a professional when it comes to gathering a crowd.

 

Local SEO works the best when you are in a competitive sector. Local SEO makes sure you get suggested to more users for your location alone (no matter the quality of your service in comparison to other organizations).

 

Local SEO helps your business in multiple ways, such as increased traffic, improved engagement, and better content presentation. It provides all of the basic needs from a marketing strategy through a modern virtual twist. 

 

For a quick overview of these benefits, here is a small list that shows why your organization should use local SEO.

 

Benefits of Local SEO


SEO is all about understanding what these search engines want to see and how to adjust to that criteria. Let’s discuss what benefits your organization will get when you focus on SEO and local SEO.

 

1. Digital marketing is dominating the marketing sector

 

Marketing trends change depending on the habits and needs of society. This is the era of digital devices where most people can find work, school, and even recreation online. Digital marketing allows you to take advantage of the dense population online.

 

People now usually go online to look for what they need. This is the perfect opportunity to make sure that your content leads them to you, the nearest solution to their problem. Local SEO makes sure you’re visible to the people who are close to you who might need your products or services.

 

2. Local SEO takes advantage of the number of users constantly on search engines

 

Millions, if not billions, of people, are constantly searching for information online. If they are using search engines then they are a possible client. Search engines dominate the search for information and are often turned to in comparison to the classic library.

 

As mentioned, local SEO will highlight your organization’s content over another if you are more conveniently located.

 

This is an added bonus when it comes to competitive and dense sectors that have many other organizations fighting for these engagements. In a competitive environment, you take every edge you can get.

 

In this case, Local SEO makes sure you leverage your location to your advantage.

 

3. Better Targeting

 

When done properly local SEO is a great marketing strategy that targets specific people in specific places. This works better than the usual commercial on TV where little to no targeting is done.

 

Having your advertisements reach the right people will not only increase your engagement but improve it as well. 

 

Since these are people that are interested in something related to your content, they will probably take a look into what they have been advertised. If they see you’re close, they’ll be even more excited to explore possibilities with you.

 

4. Improved Quality

 

SEO is all about optimizing your content in an easy-access way that presents all of the relevant information. This involves ensuring your content is presented efficiently. 

 

SEO involves checking your content and making the needed adjustments to improve engagement. It is more technical than other marketing strategies.

 

SEO involves adjusting the wording of articles or arranging images to the standards of search engines. This can be accomplished by following keywords or placing words that people commonly search for, in your article repeatedly. So if you’re focusing on local SEO, when people search “(insert your business here) near me” they’ll be directed to your organization.

 

Key Takeaways


This is the age where you may find anything online, be it great food, houses for sale, and in this case, maybe your next marketing campaign. 

 

Local SEO lets you maximize every little edge you have over your competitors which will lead to better engagement.

 

There are many SEO services available and there is surely one that will fit your needs. Change is a constant thing and you can either ride the tide or get left behind.

google-maps

 

Whether you’re running a small business or a nonprofit organization, location plays a primary role. Even though these days, a lot of people are shifting towards the more virtual world nothing can replace the level of trust a physical location can provide.

 

When we want to look into a company or a business, the first thing we do is Google it. There are several ways you can make your business discoverable online, but one easy and effective way is joining Google My Business.

 

Through Google My Business you can make sure you can be found on Google Maps and Google Earth. 

 

This is one of the first steps in becoming discoverable online.

 

If you haven’t already, you can get started with Google Maps with the following steps:

 

Step 1: Make a Google My Business account and disclose your business address.

Step 2: Specify the business or services you offer.

Step 3: Get your business location verified by Google.

Step 4: Specify all the relevant secondary business categories.

Step 5: Add an introduction and images. 

Step 6: Include social media channels and any other relevant links.   

 

The Value Provided by Google Earth and Google Maps


The value provided by Google location services like Google Earth and Google Maps tends to be the gift that keeps on giving. First and foremost, it helps people find you. But also, it leads people to your website, builds credibility, and can help you enhance your brand image across multiple platforms.

 

These features are not limited to just businesses, it can also help bring awareness to community locations, nonprofit organizations, and even events.

 

How Can Nonprofit Businesses Use Google Earth and Maps in Their Favour?

 

If you’re a nonprofit business, something interesting you should look into is how to use Google for Nonprofits. Google has several unique services nonprofit organizations can take advantage of.

 

The best part about all of this is that it’s free! You can also get additional free credits from Google if you register for a Google Non-Profit Business Account. 

 

With regards to this type of account, to reap the advanced benefits of Google Maps there are eligibility criteria that you need to pass.

 

However, once you get this, you and your organization supporters can use advanced features which you would normally have to pay for. This works by Google providing you free credits that you can use as your business deems fit.

 

Here are Some of the Benefits Google Earth and Google Maps Can Offer:


1. Become Discoverable

 

Even though this is pretty much a self-explainer, there are so many ways where you can make your business discoverable. One of the biggest benefits of Google Maps will lead to a lot more foot traffic or prospects.

 

However, having your location online can help customers tag your business in social media posts. Customers can even help set meetings through platforms like Facebook, or through the Google Events Calendar.

 

Google Maps along with the use of geotagging and the Google My Business Platform, helps bring awareness to your business. With the help of geotagging, marketers can use location-based SEO and SEM strategies to rank locally. 

 

Now people in close vicinity or those who are interested can find your business a lot quicker and easier. 

 

2. Customized Maps

 

Customized Maps is yet another lesser-known service offered by Google Earth.

With Customized Maps, you can walk people through your brand story. You can present your motivations, business locations, and general day-to-day business – which is a great way to promote yourself to people. 

 

These people can be potential business partners, clients, and even future employees.   

 

In the case of nonprofits, you can show donors the factors and areas in which your work is effective through a presentation.

 

You can even touch on the various reasons your business does what it does, with the use of images and insightful text. The images and text are accompanied by map locations, or even 3D views of the location – to help paint a clearer picture.

 

 If you want to look more into it, Google does a great job of explaining this in-depth.

3. Virtual Tours

 

When making pitches to clients, or closing deals, from the client’s standpoint, they must know who they’re in business with. When dealing with clients overseas or also while in a tough spot due to a global pandemic, virtual tours can come through.

 

It would be a smart move to indulge your prospects with an immersive virtual tour experience. With Google Maps, you can create virtual tours that can highlight the different parts of your business. You can also give them a look-in in the day-to-day activities.

 

With little spending, you can utilize high-definition 360° images to give them a unique experience from anywhere in the world

 

4. Building Credibility Through Reviews

 

This is possibly the most underrated provision provided by Google Maps and the most overlooked one from a digital marketing standpoint. However, there is undeniable value in reviews on Google Maps.

 

Search Engine Ranking is something that’s at the center of any digital marketing campaign. When dealing with businesses, taking advantage of local SEO techniques is key.

However, when dealing with conversion, what it comes down to is customer experience.

 

An infographic conducted recently by Invesp concluded that 90% of consumers read online reviews before purchasing. It also mentioned that 72% said that good online reviews made them trust a business more.

 

Allowing for customers to rate your business, leave reviews and also add pictures on Google Maps is an aspect that often goes overlooked.

 

Another element worth mentioning is tagging the business’s location on social media. This is a good form of word-of-mouth marketing and is also really good for local SEO.

 

Generally, people love to know what is trending. Positive reviews on social media that geotag your business location is a great way to keep getting new customers.

 

However, one should keep in mind that they should go out of their way to provide their clients with positive experiences. 

 

As reviews can be just as harmful, businesses should keep in mind customer satisfaction and delivery of quality services.

 

5. Accessibility to Multiple Platforms

 

With Google Maps, people interested in your business can find it easily. But more importantly, they can lead to the different platforms on which your business markets itself.

 

With Google My Business, your clients can access contact information such as your telephone number, email address, and website. This helps with local SEO based on the nature of the service you offer. 

 

They also can help people engage with people on several other platforms that can be accessed all at one point.

 

These days, most business details can be found when looking for the business on Google Maps. The predominant reason that people like Google mapping services so much is because it provides a legitimate and trustworthy access point.

 

It can be accessed on different types of devices and overall has a user-friendly interface.

 

Conclusion


From everything we’ve just covered, the benefits that Google Maps and Earth offer clients are quite clear. The only thing people need to keep in mind is how to utilize it to best suit their needs and functions.

 

Regardless of whether your business provides food, products, or services, there is an undeniable need to acknowledge the impact location plays. 

 

Whether it’s leading to potential prospects, potential employees, or even just awareness, map location and accessibility play a vital role.

 

In the case of Google for Nonprofits, there are several ways in which you can offer your potential donors enticing, location-centered content.

 

But your general takeaway from this article should be to take advantage of numerous opportunities these location services provide. Google Maps and Google Earth can provide your business with several perks if you know where to look.

 

local seo mistakes

 

Recent surveys indicate that 75% of local searches result in a visit to the store. Any business owner knows statistics like these mean optimizing to better capture those local searches is an absolute must. Over the past few years, the entire search industry has made a huge shift. Because in-store visits are down and smartphone searches are up, the search industry has realized that optimizing to make in-store visits increase is no longer optional.

 

Local SEO has to be addressed for brick and mortar business of all types, almost faster than traditional SEO concerns do. Consumers on the go need accurate specifics to move from the smartphone to the store, and they need it quickly, making local SEO practices that much more important. More and more businesses are investing in the help of local SEO services to make that happen, but not every company knows what it’s doing. In fact, if you’re paying for local SEO services and they’re making any of these three mistakes, it’s time to make a change.

 

Mistake #1 – They Haven’t Completed Your Google My Business Profile


A Google My Business profile is how the search engine giant displays verified information about your company. It’s a tool from Google that gives you full control over their listing about your company. The profile offers a lot of information about you to customers and opens it for reviews, photos, and questions from those same customers. In most cases, the information listed on your Google My Business profile will be populated across the web. If you haven’t created your own business profile, though, you don’t have the ability to manage the information it displays or even review the information that is being collected.

 

Local SEO efforts must begin here for companies with brick and mortar locations. Even if you’re already using other eCommerce SEO strategies, not claiming your profile is a serious mistake. It’s completely free, it takes about twenty minutes, and it puts you on the map (quite literally in many cases). If there are already Google business listings for your company, check them. If they’re fraudulent, talk to Google so you can have them removed as quickly as possible. As you complete your profile, think carefully about your company. Google will ask you what categories your business falls under, and if you miss one, you could miss out on some serious traffic as a result. Don’t select anything irrelevant, as that will get you in trouble, but make certain you’ve selected all of the potential categories involved.

 

Remember, even if you have multiple locations, you just need ONE Google My Business Profile. You can then list out your locations within that same profile and further optimize it. There are multiple ways to optimize your GMB profile one of the most efficient ways is to geo-tag the image and improving the citations.

 

Mistake #2 – They Haven’t Standardised Contact Information Across Listings


You might hear SEO bloggers talk about your NAP information online as you think toward local SEO. NAP stands for name, address, and phone number, and it should be the same on your website as it is off your website. You want standard contact information across every single listing you have online. It should be on your Google My Business Page. It should be in every directory for your vertical. Any place your contact information is listed, it should be the same.

 

Fortunately, most SEO companies have access to local search tools to help find and identify information that isn’t consistent. Make sure your SEO services company is taking advantage of that. Google takes steps to ensure the accuracy of your business is valid, so if it’s different almost anywhere on the internet, you have a serious local SEO problem.

 

Mistake #3 – They Haven’t Addressed Site Content


Whether you’re talking about eCommerce SEO, local SEO, or technical SEO, the one thing that will ALWAYS remain important is content. You’ve probably heard the now familiar saying, “Content is king.” There’s a reason everyone is sick of hearing it. Content really is king, and if your local SEO services provider hasn’t even approached the content equation with you, there’s a serious problem. Why does content matter when you’re talking about local optimization? It’s simple.

 

For years, Google’s goal has been to give those who are searching the single most relevant results possible. If your website doesn’t have any content, how can Google even begin to know whether you are the most relevant result possible? Sure, the My Business listing will help, but if you have great content on site, Google is going to rank your site a lot higher. It can’t just be any content, though. It has to be high-quality stuff. You want at least 500 words a page if Google is even going to notice you. You want keyword-rich content that actually answers queries people might type in. You don’t want 300 words of keyword-stuffed content that Google will promptly brand as spam and begin noticing that your entire website has problems. Add some high-quality links to the equation, and you not only have a site that is going to rank well for local SEO purposes, but you have a site that will rank well no matter what the search query might be.

 

No matter what SEO company you’re talking to or what services they specialize in, if they’re not talking to you about content at every single opportunity, they are failing to do their job. Content matters in every arena and local optimization services are no different. Worried now because you’re paying for local SEO services that clearly aren’t delivering? Local SEO is just beginning to gain traction in many places, but that doesn’t mean that it’s not important for your business. Choose a provider who can help you do it right. Contact us today to learn more about how our services are different and can move your customers from smartphone to your store in a matter of seconds.

 

Google’s local 3 pack

Mobile search has drastically changed search engine results pages in recent years, with an increase in users looking for locally relevant information while on the move. Smartphones are able to deliver location information to search engines; ensuring users get location-specific results to their search. Queries like ‘nearest Italian restaurant’ and ‘pubs near me’ are some of the most popular searches carried out on Google, so it is no wonder there is a growing importance for local businesses to optimize their information accordingly.

 

With only three spaces available within the ‘local pack’ displayed at the top of a search results page, it has become even more important for businesses to invest time in optimizing for local SEO, such as by creating their ‘Google My Business’ listing, submitting their business to local directories or using local structured data markup in order to secure a top spot.

 

What is the local SEO 3 pack?


The ‘local SEO 3 pack’, or local pack, is the list of the top three organic results displayed in search results when there is a localized intent. The results are displayed in a large map with the top three business or venues marked with balloons, indicating their location. The results also display a snapshot of information for the company, including quick links to call them, access the website and get directions to the location.

 

Google 3 Pack

As well as contact information, Google has introduced reviews and photographs, giving users the opportunity to see star ratings and images next to your business name. Customers have autonomy to include their own images as well as add reviews to your business profile. These additions,  could make a real  difference to your business.  Whilst you may not have much control over what customers say in the reviews, it is highly recommended that you are seen to respond to them.

 

Why is it important to be included in the Local pack?


As well as greater exposure to a business, being featured in the top 3 for local search results is one of the best ways to increase local organic traffic to a website, as many studies have indicated the click through rate for the top businesses featured is considerably higher. There was initially more opportunity for businesses to benefit from local search results, as the pack was longer, with seven listings. However, when Google rolled out the Pigeon update, the results page appearance drastically changed, reducing the display to just three local listings. This is in part due to the fact that a list of 7 results didn’t display very well on mobile. Three looks much better.

 

Reducing the local pack has minimized the opportunity for local businesses to gain free exposure. If you run a local business or restaurant, being featured in the local pack is one the more important aspects of search engine optimization, as previously mentioned, most users click on the first results they find.

 

How to increase your opportunity in being featured


Listing your company on ‘Google my Business’ will ensure the most accurate information is displayed for your business. Having consistent details such as business or company name, address and phone number is really important, as Google will identify the consistency (or inconsistency) of information related to your business across your website and other places on the internet.

 

If Google can’t identify consistent information relating to a business, they will display the information they deem most relevant which could be inaccurate and detrimental to your business. Although there is no real certainty that a business will be listed in local search results, there are a couple of things Google have stated that can increase the opportunity of your business gaining the exposure it deserves:

 

  • Confirm the exact location with a Google My Business code, sent by post to your business address
  • Add photos of the business/venue
  • Encourage customers and/or visitors to write reviews on Google
  • Make sure all of business information such as opening hours and phone numbers is accurate

 

There are of course, lots of other SEO factors that will impact the success of your local SEO and levels of organic traffic, but ensuring your website is mobile-friendly and has relevant local links built will increase the opportunity of being displayed within this local pack. Industry expects have long speculated that Google will soon look to monetize on this organic listings space, and they have already started to introduce adverts among the organic listings.

 

For now, it is highly worth investing some time into ensuring you have optimized your website and business information if you want to stand the best chance of being featured within the local 3 pack for free.

Copyright: gilc / 123RF Stock Photo

hyperlocal seo

 

Now that you’ve mastered local SEO and it’s working well for you, it’s time to start thinking about the next step in maximizing your reach – hyperlocal SEO. Search engines – and especially Google – are always evolving in an effort to make search results more relevant to their users. That’s why optimizing even further can benefit you substantially.

 

Understanding Relevancy


Since Google got its start more than two decades ago, it’s had one primary goal – to deliver the most accurate search results possible to its users. Over the years, Google has adapted its algorithms in such a way that the definition of what is relevant (and what isn’t) continues to change. Gone are the days of simply inserting a few keywords to climb the ranks; these days, you need outstanding content, superb backlinks, and content that appeals to consumers at more than just the local level. These days, you need hyperlocal SEO to improve your rankings.

 

Local vs. Hyperlocal


If you have a brick-and-mortar shop, or if your business is service-based, then you’ll need to make sure that you’re appealing to people locally. Google is certainly getting smarter, and it knows that if a user types in “get a haircut”, that person isn’t going to fly across the country for a trim. Local SEO was once all you needed to bridge that gap. When the user would type “haircut in Boston”, Google could show that user a list of Boston-area barbers based on business location and SEO.

 

However, with Google’s push to offer even more relevant results, and with more people than ever using their mobile phones to search for products and services via Google, times are still changing. Now, not only does the search engine want to prevent someone from driving across the country for a trim, but it even wants to provide that user with a list of businesses in close proximity to his or her current location. This is even more relevant to the user. Think about it like this: is that user more likely to drive across town for a trim, or is he more likely to visit the closest barber shop with the best ratings? The latter makes more sense, and that’s why hyperlocal SEO is so valuable.

 

How to Get Started with Hyperlocal SEO


While it’s possible to go into a great deal of depth when it comes to hyperlocal SEO, there are three simple tips you can follow to get the ball rolling and start improving your rankings immediately.

 

  • Include hyperlocal keywords. Rather than keywords like “Boston haircut”, consider a smaller geographical area, such as a neighborhood. “Allston haircut” or “Brighton haircut” is far more relevant.
  • Insert your business address. Make sure your exact business address appears on your website several times. Google can find this information and use it to match searchers with your company.
  • Provide your name, address, and phone number in multiple directories. Good places to start include Google+, Yellowbook, Yelp, YP, TripAdvisor, and other similar directories. It may seem tedious and time consuming, but the more places you can verify your information, the better.

 

As Google continues its efforts to be the best search engine available around the world, you can expect further changes in the way it measures the relevancy of your website. Taking steps to incorporate hyperlocal SEO now can make a tremendous difference in your traffic, which will boost your income, as well.

local seo case studies

 

As time goes on, SEO becomes more and more complex. Google’s algorithm, with its countless updates and tweaks, is an ever-shifting mystery that we’re all trying to solve. Thankfully, some things have stayed the same throughout the years, but even these strategies must first be tested by case studies before they can be approved as viable options for your SEO approach.

 

Join us as we look at the top on-page SEO strategies that you can start implementing immediately for higher rankings and better traffic from organic search results!

 

3 On-Page SEO Strategies Backed by Case Studies


Search engine optimization is a fickle thing. It’s impossible to say with exact certainty what will and won’t work for certain. Instead, the only way to prove that a strategy is viable, is to examine case studies that show real proof of the strategy’s potential.

 

Here are three strategies, complete with case studies and in-depth examinations of how you can implement them today.

 

1. Keyword Optimization

 

Far too many website owners look over the different hosting companies, choose one, and then set up their website without any consideration for search engine optimization techniques. While keyword optimization carries less weight than it once did, it still provides the foundation for a successful strategy.

 

Targeting basic keywords is just the beginning. This terms should be treated as makers for your content. You start with a basic concept, and you dive deeper and deeper until you have something more in-depth and more comprehensive than anything else out there.

 

For example, looking for more complex keywords that span several terms (known as long-tail keywords) can yield options with less competition and more opportunity for targeted traffic. Take for example, this Level1Tec case study, which examined a Seattle-based automotive tuning shop.

 

Read Case Study Here

 

The website didn’t have optimized copy and very little keyword usage. In just six months, after optimizing for keywords and giving the content a thorough pass for fluff and opportunities to provide more in-depth information, they saw huge results.

 

They had 9 pages in a #1 spot on Google after having none, and ranked #1 in Google for 29 keywords. Another 52 keywords ranked in the top 50.

 

2. Local SEO

 

Local SEO is something many businesses neglect, but it can be a huge boon for business. Research done by Google has shown that 50% of local searches result in store visits the same day. The best part, is that local SEO uses many of the same strategies as organic SEO.

 

Many websites are mere keywords away from rankings in local results. All it takes is a focus on the physical location and the proper keywords to show where the business is based. With the Dr. Jeffrey Spiegel case study, we see a website with clustered pages and no local SEO efforts.

 

Read Case Study Here

 

By splitting up products into separate pages and targeting local Boston, MA keywords, the site was able to see a 500% spike in traffic between the months of April and July! Furthermore, keyword rankings appeared for hundreds of keywords, 101 of which were in first!

3. Image Optimization

 

On-page SEO encompasses every element of your on-site content. This goes beyond text and extends to your visuals as well. If you’re not practicing proper image optimization, you could be missing out on key SEO factors.

 

Images should be optimized for ideal loading times, and they should have optimized titles and alt-text. Search engines use alt-text to understand what an image is portraying, so without it, you might as well not have any images in the eyes of Google.

 

It’s a lot to leave on the table, as the Shift Innovations case study shows. After making these changes and filling in the data needed for images, saw a huge increase in keyword rankings, including several new #1 positions.

 

Read Case Study Here

 

Final Thoughts


On-Page SEO is something that can be greatly improved with the proper strategies. Which tactics have you used to enhance your on-page optimization? Let us know in the comments!
 
SEO Help

Local SEO

 

The rise of internet use all over the world means that businesses must have a digital presence for better marketing. Effective SEO use is one of the core elements of digital marketing. Therefore, you need to build a strong local presence by using the right SEO techniques. The following strategies will help you to improve your local marketing in 2016:

 

Enhance, improve, and optimize pages


To improve the effectiveness of your local SEO, you need to categorize your business. A search engine will allow you to put your company into several categories – this allows customers to find you easily. Categorizing local businesses will help search engines to identify what your business is about, allowing your site to appear in more relevant search results.

 

Local places pages


When it comes to using SEO as a marketing tool for your business, you must create a local business page. Moreover, you should have different listings for all the search engines: Bing, Yahoo, and Google. You should start by creating an account with your business information, including phone numbers, location, and email address. It is a good idea to utilize customer relationship management software in networking with your customers to improve your online presence.

 

Mobile optimization


Is your site mobile-friendly? Since your audience is no longer in the same place, you should cater to mobile users too. People use different types of devices, including phone watches, tablets, and Smartphones to browse the web. Many brands became mobile-friendly in 2015 and even more are taking up the trend in 2016. Mobile optimization is becoming the norm rather than the exception. Therefore, as a business owner, you need to change the way you create SEO strategies for mobile users.

 

As more people started using mobile devices to browse the web, Google opted to make it easier to find relevant and optimized pages. As a result, it now uses mobile-friendliness as a factor for ranking search results.

 

High quality photos


An easy and effective way of improving your local marketing strategy is by posting high quality pictures. When individuals look for local businesses online, they want to see high quality photographs. For this reason, you should upload good quality pictures of your business: the inside and outside of the building as well as the products that you sell. For example, if you sell cupcakes, you should post pictures of different types of cupcakes and their sizes. To add pictures, just visit local listings and click Add photos.

 

Reviews


The type of feedback that customers leave makes a huge difference. Most people trust the recommendations given by their family members and friends. Online reviews are another great source of brand information. Therefore, it is important that you tell your customers to write an online review for your products. Furthermore, most search engines take the number of reviews written into consideration when deciding your site’s ranking. The greater the number of reviews you have, the better your potential ranking in the search results. Getting more reviews is easy: you can either write them yourself – which is frowned upon – or make a big impression on your customers.
Author Bio:

” Martin Brown is the Marketing Executive of Top SEO Rankers based in New York. Top SEO Rankers evaluates and lists the top Digital Marketing firms and also gives SEO service providers a direct channel for prospective leads to find them. “

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