Why different rules apply to Local SEO
You probably know the SEO SUCCESS LAWS and SEO basics from my previous posts. Of course, these also apply to local search. However, local SEO is a small science in itself.
Did you know that...
... a large part of the search queries can lead to very different results - depending on where the searcher is at the moment?
... pages without local optimization have little chance of landing in the directly visible area of the results for search queries with a local reference?
... 89% of all people make a search query at least once a week to find a local business?
Reason enough to look into the Local SEO ranking factors that will skyrocket your chances of a good ranking.
By the way, rankings in the front area are particularly relevant in local search, because on mobile devices, users often only see the top area - and most local searches are made on the go.
New trends such as voice search ("Okay, Google! Show me restaurants near me!") could also make top rankings even more important.
Hinweis
Ich gehe jetzt nicht auf die absoluten SEO Grundlagen ein, sondern erkläre dir, worauf es in Bezug auf die lokale Suchmaschinenoptimierung besonders ankommt. Die Basics kannst Du in diesem Beitrag nachlesen.
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Factor #1: Visual reference of the website
In order to achieve a good ranking for local search queries (e.g. "locksmith Hamburg"), Google must first understand that you are really relevant for this region.
The following measures can help:
- Create structured data (address, phone number, opening hours, etc.). Here e.g. schema.org can help. The location should also be integrated into the META specifications.
- Integrate a map on the page, integrate the address in the footer, etc.
- Highlight regional relevance via appropriate content (e.g. blog articles on events that are related to your city)
- Create GOOGLE MYBUSINESS REGISTRATION: Absolutely mandatory for anyone who wants to be played out in Google local search. By the way, I have already uploaded an article about this.
Fazit zu lokaler Bezug der Webseite
Der lokale Bezug Deiner Website muss ganz klar herausgestellt werden. Sonst wird Google Dich bei regionalen Suchanfragen übergehen.
Factor #2 Boost local power
In the second step, you need to show Google that you are not only relevant to a particular region, but that your site deserves a place at the top of the rankings.
This is how you can increase your LOCAL SEO power:
- Generate local citations and regionally relevant BACKLINKS (e.g. entries in business directories, profiles on Yelp, Tripadvisor & Co, mentions on local news sites, etc.).
- Generate reviews on Google MyBusiness and other review sites as well as on social networks (especially Facebook). Caution! You should always respond directly to negative reviews and start an open dialog with the critic.
- Generate social signals. Post to social networks, upload videos to YouTube and strengthen the importance of your brand.
Fazit zu lokale Power boosten
Hier trennt sich die Spreu vom Weizen. Google muss erkennen, dass Du nicht nur vor Ort, sondern auch tatsächlich einen Besuch wert bist. Insbesondere die Bewertungen bei Google MyBusiness scheinen eine immer wichtigere Rolle zu spielen. Das ist auch kein Wunder – schließlich möchte Google immer mehr Unternehmer dazu bringen, sich einen solchen Eintrag zuzulegen.
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Factor #3 Improve user experience
So far, you have done the duty so that Google classifies your page as relevant and worth showing. In order to really conquer the top places in the ranking, you also have to work hard on the user experience.
This is how you create a good user experience:
- Ensure low abandonment rates on your website. With a well thought-out internal linking, you can achieve more page views per session. For this, however, it is necessary to have sufficient - preferably regionally relevant - content in stock.
- Optimize your Google MyBusiness listing with images, videos and informative posts. Also, make sure that all data is correct (e.g. phone number and opening hours). You should also use the Questions & Answers section to provide more information for your potential customers. You can also enter ready-made questions and answers here.
- Offer the right solution! Google has the claim to present the searcher the best websites that match his search query. Make sure that you fulfill exactly this requirement with your website. If you own a restaurant, for example, a reservation tool on your site is mandatory.
Fazit zur Verbesserung der User Experience
Das Verbessern der User Experience ist mit Sicherheit der schwierigste Teil, da Du das Verhalten Deiner Zielgruppe erst kennenlernen musst. Mit Google Analytics oder den Statistiken aus dem Google MyBusiness Bereich kannst Du aber schon ganz gut einschätzen, ob Du auf dem richtigen Weg bist.
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