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Consistency Wins the Race with Local SEO

You might have worked out by now that Local SEO can be a little tricky to implement at times. For many of you, the term ‘Local SEO’ was something you had never even heard of. So now, on top of managing your Regular SEO plan, you have to contend with Local SEO. As the fourth and final blog in Optimise Webinar series titled ‘Local SEO – The Uncharted Territory’, we dive into how you can coordinate a consistent approach which will work hand-in-hand with your website.

When talking about consistency with Local SEO, it is impossible to side step talking about NAP which stands for Name, Address and Phone Number. You might stumble across NAP+W which shows the addition of Website. Why would these things be important when discussing consistency and accuracy? If Google can easily find and correlate consistent and accurate data on your business, the Google My Business page that exists under that same data will receive organic authority.

On the other hand, if Google finds inconsistent and fragmented data, it will not believe your Google My Business page to be relevant and therefore has no incentive to be shown to Google’s audience.

SME owners can help to control this through keeping track of an online directory listings or any possible location their business details could be kept online. Think of industry or business specific associations your business might be a part of. Have you ever taken part in collaborative work which could be showcased by other parties? All of these sources are possible examples of where your business details could be displayed for Google. In keeping an accurate list of these possible online sources, you can effectively manage what business details are on display. It’s important for you to know where your business details are listed around the web, and do what you can to ensure this information stays consistent and current.

If you come across your inconsistent and incorrect details online, you need to take steps so you can either get them removed or updated. Remember though, the authority of the location of the NAP can come into play here. Low authority pages with your NAP will not carry as much weight from Google’s perspective as opposed to high authority pages.

Another vital aspect of ensuring your website and Google My Business page are considered relevant by Google is connecting the two. The number one factor of the strength of your Google+ and Google My Business pages is the organic strength of the website it’s attached to. If your website has a great reputation, but there is no official link, then this authority will not be passed on to the Local pages and they may not have as much visibility. The process of linking can be completed through webmaster tools, which is the easy method, or directly, via uploading a piece of code into the <head> section of your website.

Now there is even the term ‘hyperlocal SEO’, sometimes called the ‘neighbourhood algorithm’ which takes the idea of Local SEO a bit further. What it refers to is finding and sourcing local, geographical directories which can add your website to their listings. An article in Search Engine People perfectly explains what you should wish to achieve with this and that, “… is to create as many local “connections” between your business and other local businesses in the area. This will send a strong signal to the search engines that your business is hyper relevant to a specific location because it is connected with other local businesses” (Shah, 2014).

Finally, you must also ensure that your onsite SEO optimisation is structural and that any technical alterations and tweaks to your website must make it more appealing to Google. Onsite optimisation is any improvement made to the website architecture to make it easier for search engines to crawl and index the site.

You can also avoid creating near duplicate content on different landing pages, even if the only difference comes down to different target areas. For example, if you are an electrician and you want to rank for different suburbs, it would make sense that you have a landing page designated to each target area. As long as you don’t copy and paste the content with the only change being the location, Google shouldn’t be too worried about this. Avoiding duplicate content is simple. When targeting similar keywords it may even be a good idea to group up to four terms and have these on the same page. Create unique, original, honest content about what products and services you provide, and which different places you provide them.

For more informative insights into the management of your Local SEO for your business, get in touch with our Digital Strategy team on 1300 859 600 or visit our website. If you’re also eager to learn more then you definitely won’t want to miss our Optimise Webinar ‘Local SEO – The Uncharted Territory’ which will launch at 10:30 am AEST on Tuesday 31st March. You can easily register here. We’re super excited too and we can’t wait to see you there!