Search engine optimization (SEO) is an ever-changing game that looks different for many businesses. Small and medium businesses often implement unique SEO strategies, such as localized keywords and metadata, to establish trust in their local communities.
Find out how SEO marketing can help you stand out in local searches and build an impression in your market.
Local searches work differently from standard search engine processes. In many cases, users will include their city or region in their search prompt, such as "Restaurants near Austin, TX." However, search engine platforms may also use the person's location to refine their search if they type "Restaurants near me."
Local SEO is essential for many businesses' marketing strategies because it attracts local viewers. Even if you include your business's address on your website, the search engines, such as Google, Yahoo!, and Bing, may not recognize your location during searches. However, using keywords such as "restaurants in Austin, Texas" and other SEO strategies can significantly improve your content's local relevance. In doing so, you can create an impression and build trust with your target audience.
While local SEO targets users by location, organic SEO attracts Internet searches worldwide. This SEO strategy is called "organic" because it comprises your website's natural search engine activity, rather than using advertisements and other influences. As such, it can include people actively looking for your business and others generally interested in your industry or topic.
Organic search traffic is critical because it communicates to "the algorithm" that your content is relevant to people's searches. For example, having a few generalized blog posts, such as tutorials, reviews, and frequently asked questions (FAQs), will keep people visiting your site. Even if users don't immediately continue down the SEO marketing funnel, you can still leave an impression, establish trust, and improve your SEO relevance. As a result, you may appear in similar local searches.
Online shops and services undeniably benefit from organic searches. However, smaller businesses with limited locations won't gain much from being at the top of a generalized search.
So, local businesses should blend organic SEO into their digital marketing strategies while still prioritizing local searches. Including both types of SEO will keep your content as relevant as possible for your local audience.
Your local SEO focus should cover all aspects of your content creation process to help build your brand. For example, if you're writing a blog, "How To Eat Healthy on a Budget," consider also writing "How To Eat Healthy in Chicago." This separate article will appeal to local users and can lead them directly to your business.
Follow these local SEO marketing strategies for your website and content.
Keywords are the bones of search engine optimization, helping your content hold up across various search intents. A keyword, or "search term," includes any word or phrase that could be part of a user's search prompt that fits into your content. So, for a bike tutorial, your primary keyword could be, "How to ride a bicycle" or simply "bike riding."
Most articles should include various types of keywords, including:
Every article and webpage on your site should start with a primary keyword and then branch out for secondary and relevant results. Include your most important keywords in your article's beginning, middle, and end—ideally in the first and last 200 words. This informs search engine algorithms that those words are actually relevant to your article rather than a tangential subtopic.
However, you should be careful not to include too many keywords to avoid confusing or spamming search engine algorithms. Many content creators have different opinions on the best keyword usage. As a general rule of thumb, you should include your primary keyword at least three times per 1,000 words, though some people recommend up to 20 uses.
Your best strategy will rely on the number of keywords at your disposal. For instance, if you have a broader topic with over a dozen secondary keywords, you may only need to use your primary keyword a few times. However, if you only have five keywords in total, you may need to repeat each one several times.
Your metadata or "tags" market your content on search engine algorithms, telling users what they need to know before they follow your link. The meta title appears most prominently and should be a condensed version of your original headline. Shortening your title guarantees no words run off the page and gives you room to add your primary keyword, company name, and other relevant details.
Meta descriptions appear directly under the title and comprise 50 to 160 characters — usually no more than 40 words. These descriptions tell search engines and users what they will find in your article. As such, they should include your primary keyword, at least one other keyword, and a brief summary of your headings.
Some content creators prefer cleaner descriptions with less obvious keywords and an inviting tone to encourage people to click their links. However, other businesses will benefit from more straightforward descriptions that cover all essential information. Whatever approach you choose, you should keep your meta content enticing and keyword-driven for the best SEO impact.
Your website should highlight local content as you craft your web pages, blog posts, and other data. This will help you naturally balance your local and organic SEO to make your businesses easier to find. Get started with Trust Signals Marketing to learn how to optimize your local search presence.