Organic traffic to your website continues to be important today. Not only does it widen your audience pool, funneling through customers in the neighborhood can improve conversions considerably. That is why it is important to do a comprehensive local SEO audit to analyse and discover what needs to be done to improve trust in your brand and local presence.
Customers often look for businesses near them with 97% of them reading online reviews for local businesses. By effectively using local SEO tactics, you can better position your website at a time when customers are looking for local solutions. So, what exactly do you need to do?
Do the basics by claiming your listing on Google My Business and get it verified. It is important to update the NAP – Name, Address, and Phone Number. Fill in other vital information as well, such as your business email, opening hours, short description, and website.
Help your customers find you faster by taking full advantage of localized content. If you have multiple branches in various locations, then make sure that your website has content that covers all of these locations.
Local SEO is not only about optimising for search engines results or maps. There are also business directories such as Truelocal and Yelp, online review sites and social properties. Check for other sites that reference your business name, address, phone number, website etc. Verify if they’ve got all of the details right and that these match the data you have on your website and Google My Business listing. Consistency of your business information is key.
When doing a local SEO audit, it is important to spend the needed time and effort for on-page SEO. There are various factors that need to be addressed here. Work with your developers to make sure that your website is search-engine friendly, mobile-friendly, and highly functional for users. Check the content as well for your keywords and other areas that need to be optimised.
Checking the loading speed of your website pages is part of on-page SEO, but it deserves to be highlighted. No matter how good your backlinking strategies are or your email and PPC campaigns are, if your site won’t load fast enough once customers get there, it just causes frustration and a bad experience for visitors. Therefore, ensure that each website page loads as quickly as possible even for those with slower data.
Metadata are still important since they help not only with SEO but with marketing as well. After all, even if your site appears on the first page of the search results, if the snippet your target customers see are not enticing enough, then they’d click through to your competitors’ websites. So, make sure that every page of your site has attractive metadata.
Use SEO-friendly URLs. These should be short, informative, and attractive. Ugly URLs are those that contain gibberish and random numbers, so make sure to get rid of those. Important keywords should appear on the first 3 to 5 words of a URL, too.
Schema markups boost SEO strategies because they help search engines provide search results that are more informative. They help your business stand out by providing rich snippets to your target audience. Therefore, it makes sense to level up your schema markups.
Backlinks to your site can be good but others may be rotten. So, check if all of the links pointing to your site are from reputable pages. Those that are not doing any good (those that are from low quality pages, for example) must be disavowed. It is also a best practice to continuously acquire quality links from same locality.
Some of those pages linking to your site or mentioning your business can contain bad reviews, which may or may not be intentional slanders by competitors. Whatever the case, a comprehensive local SEO audit means doing what needs to be done to improve and manage your online reputation.
Conducting a comprehensive local SEO audit takes time and focus. However, it is a worthy endeavor for it will definitely help boost your business’ local presence. Most importantly, the results of the audit will guide you in making the right decisions for your local SEO strategy and other online marketing initiatives.
Not sure where to start with SEO for your website?
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