In the world of Search Engine Optimization, there are a number of different techniques that one can use to optimise their content in order to rank higher on a Search Engine Results Page (SERP). This constant need to be at the top of a page that only has 10 to 12 results, means that SEO is a continuous process – both on-page and off. In this endeavour to make the most out of SEO, one such technique is location-based SEO.
Location-based SEO is also known as ‘Geo-Targeting’. It is the practice of optimising your content in a way that it appears for your target location. There was a time when you had to search for restaurants or gas stations in a particular area if you were there. Now, thanks to location sharing with Google, the search automatically shows you results based on your location and prioritises the ones closest to you. The needs of desktop and mobile users are different. While the former is often researching, the latter is looking for immediate results. Keeping this in mind, it’s safe to assume that those searching locally are far more likely to be in the consideration or purchase stage of the buyer’s journey. So here are a few tips to get you started with location SEO.
Target location-specific keywords
This part of your strategy requires you to think about keywords that take into consideration locations. These keywords often include your town or village name, the general area, or even your PIN code (or postcode). In order for this to work, you will want to write articles that use keyphrases like ‘best restaurant in the Porvorim area’ or ‘Panjim’s best restaurant’. You can also try different variations of these keywords.
Make use of Google My Business
Google My Business or GMB is invaluable when it comes to location-based SEO. This free tool is used by businesses to manage their online presence and integrates services like Google search and Google Maps. In order to make optimum use of GMB, keep the following in mind:
- Make sure that GMB is accurate and filled out completely
- Fill in your address details correctly so that your location is owner-verified
- The specific town/city that you’re targeting needs to be mentioned in the GMB landing page title
- Ensure that the GMB primary categories are consistent with your service/product offering
In addition to GMB, it would be prudent to use other location-based online directories and portals such as Zomato or Just Dial to help build local authority. Google will invariably use this information to cross-reference and determine your business credibility.
Use a targeted Top Level Domain
If you’re looking to keep your base solely in your home country without any plans for international expansion, then using a location-based URL extension such as .in, .co.in, or .co.uk will greatly improve your searches in that country. Needless to say, this tip will not work for global businesses with offices in multiple locations.
Keeping these tips in mind, you should have a good headstart in trying to use location-based SEO to optimise your content.