If you run a business that depends upon local sales, then you may not necessarily need the same kind of SERP (search engine results page) positioning that larger corporation depend on in their business. This means that your SEO best practices are going to differ in order to attract users in your own geographic area. That’s where Toronto SEO and Internet marketing come in.
How You Look on the SERP
You may have noticed from your own web travels that finding results for a local business doesn’t look quite the same as more generalized search results. And, that’s a good thing for you. Whether on a mobile device or desktop computer, Google’s newer algorithms help to pinpoint the user as the central relevant point (also called the centroid) for a search.
When the algorithm makes the determination that a centroid is relevant (say, when you’re looking for a local landscape service), you see those results first. You also see information that may be relevant to choosing a service, such as the business location and a map. Google’s move to find better local results for its users is a huge advantage to small businesses.
What It Means for Your SEO Practices
So, how do you get your business into those local listings? For the most part, you’ll want to follow all the general SEO advice available. You’ll still want a fast-loading page with great design. The difference comes in at the level of content.
With that in mind, here are the top tips for improving your local SEO results:
1. Think about your true location.
Of course you know what city your business serves, but if you have a single location, you may be missing some relevant details. Does the bulk of your business come from a particular segment of your city? It’s a good idea to take some time to really pinpoint what your location means for your business. For instance, perhaps you’re not the Toronto catering company; perhaps your main sales are in West Side Toronto catering. Narrowing this down,and putting that information in your website content, can really help you to target the right people and get a higher position in local results that are looking for your specific niche.
2. Take advantage of landing pages.
Landing pages are specialized web pages that cater to a particular market segment. Your home page can only do so much as the generalized gateway to your information, services, or products. Let’s say you have multiple business sites across your city. You can still use all of the advice above. The only difference is that now you have several different true locations. Determine your angle for each of your business locations, and create a landing page for each. That way, you can drive local traffic to your services and rank in several different local results.
3. Gear your content to your region.
This is a great way to stand out from generic websites that don’t take advantage of their location. One of the most-cited SEO tips is to keep a blog on your site in order to provide fresh content for users. Aside from providing industry-specific articles, you can include news about local event that interest your customers.
4. Leverage your social media.
Social media is especially helpful for local businesses. Do you participate in local events? Donate to a local cause? Do you already know a lot of people in the area? They can help to take that word-of-mouth referral (that’s so important to any business) online. Getting people talking about you on these platforms greatly increases the likelihood that people in your area are hearing positive things about your business. Maybe your local prospects didn’t realize that your employees volunteer at the city’s art show every year. But, they do now!
Now is a great time to be a local business on the Internet. Many customers are involved in local movements and want to keep their business in the region. With the newer search engine algorithms, you can beat out bigger companies by having locally-relevant content. If you’re ready to optimize your business now, talk to our team at a TenPoint Solutions for the best Toronto SEO.