{"id":951,"date":"2017-04-13T13:08:32","date_gmt":"2017-04-13T13:08:32","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/2017\/04\/13\/4-things-to-note-when-optimizing-for-local-seo-in-2017\/"},"modified":"2020-03-13T01:46:09","modified_gmt":"2020-03-13T01:46:09","slug":"4-things-to-note-when-optimizing-for-local-seo-in-2017","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2017\/04\/13\/4-things-to-note-when-optimizing-for-local-seo-in-2017\/","title":{"rendered":"4 things to note when optimizing for local SEO in 2017"},"content":{"rendered":"

SEO for businesses in 2017 will be revolutionary.<\/strong><\/p>\n

Within the space of 3 years, it has become significantly easier to find businesses, stores or items nearby, creating a shift in user\u2019s intent and search behavior.<\/p>\n

Users<\/a> no longer have to include their location in search queries, such as\u00a0inputting “coffee shops in Queens” into Google.<\/p>\n

This\u00a0trend has given way to the “near me” search query – Google “coffee shop near me” while in Queens, and Google will fetch coffee shops in your local area.<\/p>\n

According to digital marketing<\/a> expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information in SERPs, and now more than ever, priority should be given to optimizing on-site and off-site strategies for local SEO.<\/a><\/p>\n

Below are a few things to note when optimizing for local SEO<\/a> in 2017.<\/p>\n

#1: Title tags and meta descriptions still work<\/strong><\/h2>\n

Title tags<\/a> and meta descriptions<\/a> are on-site HTML elements which reflect the content of your page, and are shown in SERPs and browser tabs as text. With Google increasing the width of the SERP to 600px, the length of title tags<\/a> falls between 40 and 50 characters (best practices) while meta descriptions\u00a0should be a maximum of 160 characters.<\/p>\n

\"\"<\/a><\/p>\n

Titles display what your page is about to both visitors and search engine<\/a> crawlers, while meta descriptions summarize the content of your page. Your title tags and meta descriptions must include the keywords<\/a> you are trying to rank for, for example, “cheap hotels in Las Vegas” (title tag includes a keyword and locality).<\/p>\n

Titles and meta descriptions must be unique, compelling and descriptive, as this can affect click-through rates from search results to your page.<\/p>\n

Using the length guidelines above, ensure your title and descriptions are displaying in full on the\u00a0SERP. Use tools like Yoast\u2019s SEO<\/a> plugin, SERP preview tool, and SEOmofo to emulate how your title tags and meta description will look in search results.<\/p>\n

#2: Keyword research<\/strong><\/h2>\n

<\/a><\/p>\n

Keyword research<\/a> represents the very foundation of your SEO<\/a> campaign and when done properly, keywords can drive traffic and rankings for your web pages. Keywords represent terms and phrases people type as search queries to find local businesses.<\/p>\n

Keyword research for local SEO<\/a> involves optimizing your web pages for keywords with geo-modifiers – i.e. place names and locations. For a furniture making business, a generic, non-local keyword might be \u201cfurniture makers\u201d but for businesses optimizing for local SEO<\/a>, an acceptable keyphrase would be \u201cfurniture makers Portland\u201d or \u201cfurniture makers Portland Oregon\u201d.<\/p>\n

To optimize your keyword research for local SEO<\/a>, brainstorm keywords or phrases with\u00a0a geo-modifier that customers might use when searching for a business like yours. Run generated phrases or words through Google Keyword Planner<\/a> or Keyword.io to get keyword ideas together with\u00a0monthly search traffic stats.<\/p>\n

Keyword research can be time-consuming, but rewarding when done properly. For a more in-depth guide, check out\u00a0our complete guide to keyword research for SEO<\/a>.<\/p>\n

#3: Optimize for Google My Business and Bing Places for Business<\/strong><\/h2>\n

Google My Business<\/a>, formerly known as Google Places, allows you to display your business hours, phone number and directions to your office on Google Search and Maps. This service is free and will aid your SEO<\/a> efforts, as your business is listed when customers search for your services.<\/p>\n

<\/a><\/p>\n

When optimizing your Google My Business page, remember to upload your business logo and photos of your business (staff, office building, etc.).<\/p>\n

For an online business with no physical location, you can hide your address, but be sure to fill in and validate every other piece of information entered. A misplaced phone number or wrong address can result in you losing customers and revenue.<\/p>\n

For Bing Places, the process is similar to Google My Business. Though Bing cannot be compared to Google in terms of use and search traffic (3.5 billion searches per day), some customers nevertheless still use the search engine, and you might have what they are in need of.<\/p>\n

#4: Local structured data<\/strong><\/h2>\n

Structured data, sometimes referred to as schema markup, are codes which are added to websites to provide search engines<\/a> with in-depth information about your products, your business offering, prices of your products, location-based offerings and much more.<\/p>\n

According to ACMQUEUE<\/a>, a measly 31.3 percent of websites use schema<\/a> markup, and most of these\u00a0on a very basic level. Schema markup on your websites make your business stand out in the SERP with things like rich snippets, which in turn will boost your\u00a0CTR.<\/p>\n

<\/a><\/p>\n

There are various options for businesses when implementing Schema markup, you can optimize your website according to your business type (dentist, travel agency, etc.), events (business listing in upcoming events) and location (location markup).<\/p>\n

Google is forcing marketers to use schema markup and is rewarding websites who use this feature as structured data helps crawlers understand your web pages and the content in it. To check if your website is optimized for Schema markup, you can check out Google\u2019s Structured Data Testing Tool.<\/p>\n

Conclusion<\/strong><\/h2>\n

The above points are a drop in the ocean for optimizing for local SEO<\/a>, but implementing the points above will have you generating results and better conversion rates.<\/p>\n

 <\/p>\n

Eimantas Balciunas is the CEO of\u00a0Travel Ticker<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information in SERPs, and now more than ever, priority should be given to optimizing on-site and off-site strategies for local SEO.<\/p>\n","protected":false},"author":1092,"featured_media":952,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,5],"tags":[894,123,291,137,277],"content_type":[27095],"class_list":["post-951","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local","category-seo","tag-bing-places-for-business","tag-google-my-business","tag-keyword-research","tag-local-seo","tag-structured-data","content_type-news"],"acf":{"tad_independentcommercial":false,"tad_content_format":false},"post_info":{"name":"idris.nagri@blenheimchalcot.com idris.nagri@blenheimchalcot.com","title":"","thumbnail_url":"https:\/\/searchenginewatch.com\/wp-content\/uploads\/2018\/10\/local-search-120x90.png","category":"Local","timeago":"9y"},"_links":{"self":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/951","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/users\/1092"}],"replies":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/comments?post=951"}],"version-history":[{"count":0,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/posts\/951\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media\/952"}],"wp:attachment":[{"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/media?parent=951"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/categories?post=951"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/tags?post=951"},{"taxonomy":"content_type","embeddable":true,"href":"https:\/\/searchenginewatch.com\/wp-json\/wp\/v2\/content_type?post=951"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}