Today’s consumer is most often searching on a mobile device for services to use immediately. To accommodate the user’s needs, Google wants to provide links to brands that are in near proximity of the searcher.
You’ve likely experienced such a search yourself. Imagine typing in ‘dry cleaner’ while walking between meetings in Miami. In the palm of your hand, your mobile device displays Google’s top recommendations that are within a mile of you. The names, locations, hours and contact information are all listed. You likely select the most convenient location with the best reviews.
This particular dry cleaner won your business not by flashing a charming storefront in the city, but by boasting the strongest storefront on your Google search results page. To win that glorified presence on Google, the dry cleaner localized their website SEO.
SEO localization for a website involves preparing a website to register on Google as active, reputable and physically proximal to target consumers.
Why is localization important?
Localizing a website is the most effective way to ensure it reaches the consumers who are near your establishment and who are looking to purchase your goods or services immediately. Localization attracts six times the traffic as general SEO content, showing just how useful local SEO is to brand awareness and sales.
Localization for small shops
Localized content is especially helpful to local brands who are not competing on a national level. Instead of focusing SEO efforts on keeping up with the country’s top 10 chains in the dry cleaning industry, a mom and pop dry cleaner in Miami focuses only on competing with the dozen dry cleaners in its immediate radius.
Localization for large chains
If your presence is larger than one boutique shop, localized SEO is still a marketing technique to implement, but it might involve additional work. For each business establishment you have, a separate localized SEO strategy is required in order to gain prominence in each of your respective neighborhoods.
For example, while your dry cleaning location in Miami might be everyone’s go-to shop, that Miami-specific site with its review credibility does not extend to your location in Orlando. In this case, you need content localized for Orlando so you can show up as a top result when a consumer is searching for a dry cleaner in Orlando.
How to Localize a Website:
- Localized speed. As you know from your own search history, you have no time for a slowly loading page when you are on the go. And so? You click away and try another search suggestion. Research the expected speed in each location you have a presence in and ensure your site speed is a match, including page loads, content, images and videos.
- Localized language. Discover which keywords, questions, conversational tone and search methods your consumers are using in the area of your establishment. If you have more than one location, the words will likely vary between cities and neighborhoods. Once you have your selected keywords, build your campaign and content around them. Now, constantly update your keyword research and adjust the campaign, accordingly.
- Gather local backlinks. While you might have links from top national or global brands, local backlinks are the way to boost your localized SEO. Create relationships with the establishments in your local area to increase local backlinks.
The methods above are a few ways you can start to boost your SEO strategy through localization. To learn more about localizing your website and how it can make a difference in your marketing and sales, reach out to our savvy team at Executive Digital.