Local search campaigns have the potential toturn up challenges in respect to the effectiveness of targeting users in various regions, occasionally in the same city, without the risk of duplication. Locally targeted content and pages have beencrucial to success. However, so is working effectively with your SEO agency in order to build an online offering, crawl approach which is consistent in both pages setup for conversions and Google.
There are a few easy steps you can carry out, which will aid in making a huge difference to your search campaigns.
Place the Product for the Audience
If your business have multiple products or services, it’s critical to understand from both a business and SEO perspective where each product is most relevant within your specified areas.
For example, an online grocer selling fruit in London is likely to want to target the whole of London – but there will however, be small areas of the city, either by town, postcode or region where more fruit is likely to be sold. This would mean that small, hyper-local, campaigns can be used to target these areas specifically.
Whilst on the other hand, a company offering 40+ services all over the city would benefit from modifying an SEO strategy. This SEO strategy must coincide with the request for various products in different areas. For example, Service 1 may be more popular in the south of the city, while service 2 is more popular in the east.
Regarding general targeting,this does not necessarilyalter the core of the website. Although it would enable structured data, landing pages and link building to be created exclusively for the target markets being called into question.
If you are able to understand precisely where the pockets of your business will best perform, paired with the conversion data – then this will structure a campaign to succeed at each and every level.
Utilise Paid Traffic Targeting
If you are uncertain about where the demand lies per type or product, then you might find it more effective to set up a paid search campaign. The paid search campaign will more notably, target products by post code or town in each ad group.
Impressions and clicks, depending upon the budgets, will provide you with an insight into precisely where local search campaigns can be deployed. By doing this, you will find that this will also provide data acrosswherever targeting for organic will be most effective.
Additionally, this makes it possible to test landing pages and various paths to conversion – subsequently allowing for full shaping of local SEO campaigns at a keyword and landing page level.
Structured Data and Service Areas
At the core of an SEO agency, lies setting up structured data. It is crucial to position a site to be crawled effectively. This results in highlighting various services, in areas, based upon towns or post codes. This tactic is also efficient if you are a local service that requires an instant call or ‘near me’ searches.
Use tags which include:
Services – based on location and service type
Geo-Locations – this could be either the area served or the physical location of stores
Local phone numbers and office addresses
Local people or contacts within the business – such as regional sales or office managers
Providing search engines with information to fully understand the various facets of a business operation logistically, will assist in enhancing the performance of the website from a crawl and search perspective.
BIO:- Polaris is an award-winning SEO agency in London, specialising in e-commerce, B2B, and the healthcare industry. Find out more about our services and how we can help you here.