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Boost Exposure for Local Website Pages

June 14, 2017


The truth is, successful local search engine optimization tactics are ones that business owners are often already implementing on a national level, just not on the local level.Below, I discuss specific local search engine optimization tactics that I’ve recommended to my own clients that have proved successful through higher SERP rankings and increased local organic traffic.However, the key here really is resource investment and the trust that these tactics will work at the local level.

Unique Content
In my opinion, this is the most difficult tactic to get client buy-in with.Creating unique and engaging content for each business location is time-consuming and daunting. Sometimes a site doesn’t even have location pages and if they do,nine times out of ten, content from the national pages are simply copied over onto the local pages.Not only is this not going to help with local rankings,the site can suffer duplicate content penalties.Canonical tags can be implemented but from a strategic standpoint, the national pages will likely be deemed the canonical versions, which leaves the local pages with little to no chance of ranking.When a business’s offerings are essentially the same for each location, it’s undoubtedly hard to talk about said offerings in considerably different ways.

Hyper Local Optimization
Optimizing each local page’s metadata can also boost local rankings.This should mainly entail updating title and description tags.Keyword research, at the location level, should be performed to find the most relevant keyword phrase(s) to target.Additionally, competitor landscape for each potential keyword phrase should be examined at the geo level to determine whether or not the page being optimized has a chance to rank organically.Lastly, you want to try to follow best practices whenever possible and stay within the character limitations so that the title and description tags aren’t truncated in the SERPs.

Local Citations & NAP
Simply put, citations are mentions of your business on the internet.Listings on Chamber of Commerce sites and directories are two common, legitimate examples.Citations validate your business’s contact information and the more credible citations your business has, the more likely you are to rank higher. For multi-location businesses, consistency should be the main focus.NAP (Name,Address, and Phone Number) should be listed on the website as it is listed in your GMB (Google My Business) profile and any other online citations or listings.

Internal Linking
Internal links, created when one page hyperlinks to another page on the same website, can also helplocal rankings.These types of links pass on what is called “link juice” in the SEO world. Link juice is equity that a page has based on a number of factors, including, but not limited to, other internal links, quality backlinks, unique & engaging content, etcDeeper pages become more easily accessible (by users and search engine bots) through internal links.Most optimally, top navigational pages should link to corresponding sub-navigation pages and so on.Doing so passes on a portion of the linking page’s credibility.Again, the aforementioned local search optimizations aren’t new in the SEO world.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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