5 key on-page optimizations for local SEO

When most people think about local SEO, they tend to default to their Google business profile, local citations, and backlinks.

When trying to capture those “near me” results, these are definitely useful.

However, on-page optimization also plays a significant role in the signals that are sent to search engines to influence your local rankings.

On-page SEO helps you rank higher in organic results and also in MapPack results.

Here are five page optimization tips to increase your local search visibility.

1. Make sure your NAP is consistent

NAP stands for name, address and telephone number.

These three simple pieces of information can make or break your local SEO strategy.

Make sure you have this information prominently on your site. A footer is a great place to host your NAP as it will appear on every page.

Linking it to your Google map is even better.

You can also view your NAP on the service area pages and on the contact page in the body.

Consistency matters. It is important that this key business information is the same wherever potential customers find you online and wherever Google can use it for comparison to ensure its accuracy.

This helps crawlers and bots connect the dots between your Google business profile, website, and other local citations across the web.

Don’t get lost in the smallest details like abbreviations on the spelling of street names. It doesn’t matter as long as you choose one and stick to it.

2. Spice up your content on the page

Your site content is an opportunity to show both your customers and search engines that you are the authority in your area for the service you offer.

Include specific details like landmarks and street names, as well as the services you offer in this area. Explain why the customer would need your service in that specific area.

The more you seem to belong to that place, the better the user experience will be for your customer.

Think how your customer thinks.

If you were looking for your service near you, what terms would you use?

Would you include your local subway, city or even neighborhood?

The answers to these questions will help you determine what type of content you need and which keywords to include in this content.

These keywords will help you target both searches combined [dentist in Chicago] and GPS-based searches [dentist] while sitting in Chicago.

This is where “near me” searches come into play.

Google matches the user’s location (via IP or geolocation) with sites that serve the area near the user to provide these search results.

You can optimize these keywords on overall service pages or on targeted pages created specifically for the targeted service and service area.

Using the dentist’s example, let’s assume you offer teeth whitening services in all areas of Chicago and Southern Wisconsin.

In addition to your main teeth whitening page, you may have individual teeth whitening pages in Chicago, Evanston, Milwaukee, and Racine.

Each of these pages should be hyper-targeted and optimized for that specific location.

Don’t be shy here; this could be the landing page for many of those location-based searches.

Really tell your customers why they should trust you enough to click on the next page or your CTA.

Don’t forget to do your research.

Customers who live in an area will know the common jargon and things typical of the area.

If you come up with half-cooked information, they won’t trust you to be authentic and truly care about their area.

3. Optimize the header tags

We know header tags are important when it comes to SEO.

If you haven’t explored this topic yet, be sure to check out this resource on best practices in using header tags.

By creating local service pages, you’ve just created additional real estate space to create highly targeted header tags that include local keywords + your services.

Having great header tags gives both your site visitors and crawlers a basic idea of ​​the overall page structure and what to expect as they read the content.

Be careful not to put keywords in the header tags as this would be unnatural for both your visitors and crawlers.

Keep it relevant.

4. Internal connection

Use the power of internal linking throughout your site to educate both your customer and the search engines that you are available to serve customers in that area.

When you add city names to the content of your page, you can use them as an anchor link to pages in the service area.

You can also get a little creative and create widgets, lists, and blocks that host multiple links to your service areas on top-level pages for a bit of SEO enhancements.

This could take the form of a “metropolitan areas we serve” block which includes the name of the metro, an image of the area and a short excerpt.

The text would then be linked to the location page.

Screenshot from AFSRepair.com by author, January 2022.

5. Scheme of the local enterprise

Schema markup can help provide search engines with a better understanding of your site.

The local business scheme type includes important and relevant information such as addresses, reviews, opening hours, social media accounts, service area geo-forms, and departments in code that may not necessarily reside in the page content.

This tells bots and crawlers all about who you are, what you do, where you do it, and why others trust you without cramming everything onto one page.

This also gives you a little more control over the information you are posting instead of relying on search engines to understand different resources on the Internet.

How do I know if it works?

Once you’ve got everything optimized and ready to use, you’ll want to know if this is really impacting your local SEO strategy.

There are a lot of tools out there, but we’ll take a quick look at a few.

Local search results tools

There is nothing like looking directly at SERPs unless you can look at SERPs in a simulated environment that mimics the local area you are targeting.

This is exactly what you can do with local search results tools like Local Falcon, Merkle, and BrightLocal.

With these tools, you also have the ability to view Google Maps, select options like desktop and mobile, and get detailed details like zip code level.

Local hawk GIF showing GMB resultsScreenshot from Local Falcon, January 2022

Local classification tools of the geographical grid

Local geo-grid classification tools like Local Falcon and Local Viking are a bit more visual and monitor map results within a selected area.

These tools are great because you can actually schedule periodic scans that will take a snapshot of your results and keep a history of your site’s performance locally on maps over time.

Since these scans are also keyword-based, it’s also an effective way to track optimizations within your content and title tags.

Google company profile analysis

There is nothing like getting information directly from the horse’s mouth.

When optimizing, if successful, you should notice an increase in your Google business profile metrics, regardless of whether it’s click-throughs to your site, calls, or requests for directions.

As your visibility increases, you should naturally see an increase in traffic.

Remember when optimizing for local on-page SEO, keep it simple and relevant to your business.

Once customers see that you are providing what they are looking for in the position they want, the rest comes naturally.

It’s your job to make sure you give them the right information.

Even with the rapid changes within the local SEO space, a solid on-page strategy is a win-win for both you and your customers.

More resources:

Featured Image: MaDedee / Shutterstock

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