Getting high quality leads in a competitive marketplace is one of the biggest challenges facing digital marketers these days. Publishing engaging, relevant content for potential customers remains a powerful tool. Learn how marketers can build localized SEO into a successful content marketing strategy. By doing so, the conversion ratio of traffic to customers will steadily increase.
The first step to localized SEO is to understand that a user is specifically looking to the find information relating to the keyword(s) they have used. This is known as user intent. Then you need to match your content to the intent of the user visiting your website. A generalization is that search intent can be divided into the following goals:
- Research – learning more about a particular topic, service or product
- Action – carrying out any task online, such as paying a bill
- Shop – buying everyday or special occasion items online
- Check – looking up a specific website
- Visit – locating a venue to visit.
Once you understand the user’s search intent, you can optimize your landing page content to meet the needs of your customer.
2. Use long tail keywords
Users no longer search by typing in one or two words, understanding that using multiple search terms will bring them a more specific result. Search queries can encompass whole phrases and questions. Imitate user searches by adding long tail keywords and remember to include locations for localized SEO.
Related Article: How To Get To The Top of Google Search Results
3. Add locations to your title and meta descriptions
Review your titles and meta descriptions to ensure they are displaying well on search engines like Google, and add locations where they are missing. This will help your localized SEO campaign.
Put long tail keywords with locations at the start of the meta description to ensure they are visible in search results. This boosts your page rankings while showing the relevancy of the page to the user’s search, making it more likely they will click through to your site. Remember the average length of description displayed on mobile devices is shorter at 130 characters, versus around 160 characters on desktop.
Related Article: What is SEO / Search Engine Optimization?
4. List your business online for Localized SEO
Optimize your company information for Google My Business, and list it in localized SEO directories such as Yelp. Be sure to use the same format and wording for each directory listing, to strengthen its appearance in search results.
5. Optimize fully for mobile
Be sure to SEO your landing pages for all devices to target visitors who are ready to spend. Searches and purchases are increasingly made ‘on-the-go‘ so it’s vital to ensure your pages and payment platforms display properly and function seamlessly on mobile devices to allow users to complete purchases on the spot.
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