Local search engine optimization is undoubtedly vital if you want people within your local area to discover your business. This explains why local SEO is best applied to companies with physical locations.
Apart from that, 46% of all the searches done on Google aim to search for information. For instance, internet users would use their phones to search for restaurants near them.
Hence, it makes sense to include local SEO in your marketing mix. The problem is that many businesses commit mistakes that can ruin their entire campaign.
That said, we have listed down ten common local SEO mistakes to avoid if you want to save your business’s marketing campaign.
1. Lack of keyword research
Keywords are vital for local SEO campaigns. Most of these terms are often used by your target audience when searching for what they need, thus leading them to your site.
That said, you should look at the following factors when choosing which keywords to target:
- Monthly traffic
- Search intent
- Average ad spend
Doing so ensures that you are maximizing the benefits that your target keywords can give you. This includes traffic, conversion, and sales.
2. Not knowing your audience
One of the most important things you need to keep in mind with SEO is that you need to understand your target audience.
Remember that SEO is your audience’s voice.
Although many SEO marketers think that they know their audience, they often fall into the trap of not knowing how their customers behave.
Here are some tips:
- Understand the market your customers wanted to buy. Can you identify the macro trends?
- Use both historical and real-time data to know how your customers’ behaviors are changing.
- Plan out what you find on customer intent in your keyword selection and strategy.
- Use Google planning tools and other essential tools that are at your disposal.
3. Incomplete business information
Your website’s contact page should contain the name of your business, address, and phone number. Ideally, this should be listed as a text and not an image.
Doing so lets Google easily read your contact information, then verify it’s accuracy.
Note that Google will often compare the information listed on your site to the Google+ Local page’s available data.
That’s why you need to be consistent with the information you’ve listed and show that these are precisely the same information.
4. Lack of high-quality, relevant links
Perhaps one of the best ways you can convince Google that your site is relevant is to have quality, inbound links to your webpages.
This will show Google that you’re more than deserving of showing up on local search results.
Similarly, you can also get other sites to link to you by publishing and promoting high-quality content.
An excellent starting point for your link building efforts is to include authority sources. This may consist of media outlets, local news, a niche that is relevant to regional trade, professional associations, and so on.
5. Irregular updates
SEO is continuously changing.
Google is continually bringing in new updates, and if a website missed a significant update, it might cause them to lose valuable traffic.
Last year, Google released various updates such as Google BERT, 3rd June Core Update, and many more.
You always need to update your site and work with a reputable local SEO company if you want to get the best possible results.
6. Not claiming your Google My Business page
One of the essential things you can do if you want to rank on local SEO, especially with Google, is to claim your Google My Business Page.
This is so important that it accounts for 14.7 percent of the local ranking signals.
With local SEO, Google displays the information Google you add on Google My Business. Doing so allows you to incorporate Google Maps, your business name and contact information, and operation hours in the search results.
You can set your Google My Business Page directly on Google. However, you have to verify your listing. That way, no one couldn’t edit your page in the future.
Apart from your My Business page, you should also include proper or unique descriptions about your business. Ensure that your contact information and business category is correct, as this will be included in your listing.
Also, make sure that it’s consistent. That way, you can upload as many relevant photos as possible with your business.
7. Publishing low-quality content
Your site’s content influences how you will rank on local search results.
Let’s say you have a thin website. Meaning you only have about 500 words per page, and the content you publish there is low-quality. Then, you’ll find it harder to rank on Google.
The most important thing to remember here is for you to review your key webpages, then ensure that you have about 500 words (or more) worth of relevant content.
8. Not active on social media platforms
Being active on social media is one of the signals that Google uses when ranking local businesses.
So, invest in promoting your business on various social media platforms like Instagram, Facebook, and Twitter. Doing so creates a fantastic opportunity for you to gain more exposure and buzz around your business.
9. Not encouraging customer reviews
Reviews can make or break your business. That’s because it signals trust or authority on your part to the browser. Thus, you’ll significantly enhance your rankings.
Also, 91% of people read online reviews first, and 84% will trust them as reputable recommendations. Meaning, earning positive reviews allows you to speed up significantly the growth of your business.
10. Not optimizing for mobile users
Now, both mobile and voice search is vital, more than site owners realize. Therefore, it will be a massive mistake on your part to overlook both.
That’s why an excellent SEO strategy should ensure that you will optimize your site for both.
When done correctly, local SEO allows you to build brand awareness and boost credibility. Thus, earning the recognition of potential customers and clients. This is an excellent strategy to drive your target audience to your business and increase your sales.