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5 Key On-Page Optimizations For Local SEO

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5 Key On-Page Optimizations For Local SEO


When most people think of local SEO, they tend to default to their Google Business Profile, local citations, and backlinks.

When trying to capture those “near me” results, these are definitely beneficial.

However on-page optimization also plays a significant factor in the signals that are sent to the search engines to influence your local rankings.

On-page SEO helps you rank higher in organic results and in MapPack results, as well.

Here are five on-page optimization tips to help boost your local visibility in search.

1. Make Sure Your NAP Is Consistent

NAP is an acronym for Name, Address, and Phone Number.

These three simple pieces of information can make or break your local SEO strategy.

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Make sure you have these bits of information displayed prominently on your site. A footer is a great place to house your NAP since it will appear on every page.

Linking it to your Google Map is even better.

You can also display your NAP on service area pages and on your contact page in the body.

Consistency matters. It’s important that this key business information is the same anywhere potential customers find you online – and anywhere Google may be using it for comparison to ensure its accuracy.

This helps crawlers and bots to connect the dots between your Google Business Profile, website, and other local citations through the web.

Don’t get lost in minute details such as abbreviations over spelling out street names. It doesn’t really matter as long as you choose one and stick with it.

2. Spruce Up Your On-page Content

Your site content is an opportunity to show both your customers and the search engines that you are the authority in your area for the service you provide.

Include specific details such as landmarks and street names, in addition to the services you provide in this area. Make it clear why the customer would need your service in that specific area.

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The more you sound like you belong there, the better the user experience for your customer.

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Think as your customer thinks.

If you were looking for your service near you, what terms would you use?

Would you include your local metro, city, or even neighborhood?

The answers to these questions will help you determine the type of content you need and which keywords to include in this content.

These keywords will help you target both combination searches [dentist in Chicago] and GPS-based searches [dentist] while sitting in Chicago.

This is where the “near me” searches come into play.

Google matches the location of the user (using IP or geolocation) with sites that service the area near the user to provide these search results.

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You can optimize these keywords on overall service pages or on targeted pages created specifically for the service and the targeted service area.

Using the dentist example, let’s say you offer teeth whitening services throughout the Chicago and Southern Wisconsin areas.

In addition to your main teeth whitening page, you may have individual pages for teeth whitening in Chicago, Evanston, Milwaukee, and Racine.

Each of those pages should be hyper-targeted and optimized for that specific location.

Don’t be shy here; this may be the landing page for many of those location-based searches.

Really tell your customer why they should trust you enough to click on either the next page or your CTA.

Don’t forget to do your research.

Customers who live in an area will know the common jargon and things that are native to the area.

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If you come in with half-baked information, they won’t trust that you are authentic and truly care about their local area.

3. Optimize Header Tags

We know that header tags are important when it comes to SEO.

If you haven’t explored this subject yet, be sure to check out this resource on best practices in using header tags.

By creating local-based service pages, you have just created additional real estate to create highly targeted header tags including local-based keywords + your services.

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Having great header tags gives both the visitors to your site and the crawlers a basic idea of the overall structure of the page and what to expect as they read through the content.

Be careful not to just stuff keywords into the header tags as this will be unnatural to both your visitors and the crawlers.

Keep it relevant.

4. Internal Linking

Use the power of internal linking throughout the site to educate both your customer and the search engines that you are available to serve customers in that local area.

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As you are adding city names to your on-page content, you can use them as an anchor link to the service area pages.

You can also get a bit creative and create widgets, lists, and blocks that house multiple links to your service areas on top-level pages for a bit of SEO boosts.

This could be in the form of a “metro areas we service” block that includes the name of the metro, an image of the area, and a short excerpt.

The text would then link to the location page.

Screenshot of AFSRepair.com by author, January 2022.

5. Local Business Schema

Schema markup can help give the search engines a better understanding of your site.

The local business schema type includes important and relevant information such as addresses, reviews, hours of operation, social media accounts, service area geo-shapes, and departments in your code that may not necessarily live in your on-page content.

This tells the bots and crawlers all about who you are, what you do, where you do it, and why others trust you without cramming it all on a page.

This also gives you a bit more control of the information you are putting out there instead of relying on the search engines to figure out different resources around the internet.

How Will I Know If This Is Working?

Once you have everything optimized and ready to go, you will want to know if this is really having an impact on your local SEO strategy.

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There are many tools out there however we will take a quick look at a few.

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Local Search Results Tools

There is nothing like looking at the SERPs directly unless you can look at the SERPs in a simulated environment that mimics the local area that you are targeting.

That is exactly what you can do with local search result tools like Local Falcon, Merkle, and BrightLocal.

With these tools, you even have the option to view Google Maps, select options such as desktop and mobile, and get as granular as the zip code level.

Local falcon GIF showing GMB resultsScreenshot from Local Falcon, January 2022

Geo-Grid Local Ranking Tools

Geo-grid local ranking tools like Local Falcon and Local Viking are a bit more visual and monitor the map results within a selected area.

These tools are great because you can actually schedule periodic scans that will capture a snapshot of your results and keep a history of how well your site has performed locally on the maps throughout time.

Since these scans are also keyword-based, it’s also an effective way to monitor optimizations within your content and title tags.

Google Business Profile Analytics

There’s nothing like getting information directly from the horse’s mouth.

When making optimizations, if successful, you should see a boost in your Google Business Profile metrics, whether those are click-throughs to your site, calls, or requests for driving directions.

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As your visibility increases, you should naturally see an increase in traffic.

Remember when optimizing for on-page local SEO, keep it simple and relevant to your business.

Once customers see that you are providing what they are looking for in the location that they desire, the rest is natural.

It is your job to make sure that you are providing them with the right information.

Even with the rapid changes within the local SEO space, a solid on-page strategy is a winner for both you and your customers.

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Featured Image: MaDedee/Shutterstock

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How Data Is Reshaping The SEO & Digital Marketer’s Landscape

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How Data Is Reshaping The SEO & Digital Marketer's Landscape

There is a new data revolution happening, and it’s sweeping across the industry so quickly that many SEO and digital marketers are struggling to make sense of the insights and intelligence at their disposal.

To utilize this opportunity, marketers need to evolve their mindsets and use technology to analyze multiple data formats and understand the new opportunities it can bring.

SEO marketers of today and digital marketers of tomorrow will need to extract, structure quickly, and manipulate data to drive the most critical business outcomes.

Data has always been mission-critical to digital decision-making.

The Economist, back in 2017, declared it the world’s most valuable resource.

Fast forward to today and the future, and we can see that the exponential growth of data fuelling this revolution is staggering.

According to the IDC, the amount of digital data created over the next five years will be greater than twice the amount of data made since the advent of digital storage.

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Think about that for a second!

Flash drives, for example, were introduced in 2000.

This means that in the next five years, marketers will have to analyze and make sense of 2x the data created in the last 22 years!

The Data Revolution Means More Sources & Complexity For SEO

The data revolution has gone on for some time now, and it’s changed our concept of what counts as “data,” rightfully so.

In the past, we thought only numbers mattered.

But, in this new digital world where everything is converted into ones and zeros, data is broader and contains text, audio, and visual information – all bits waiting to be processed!

  • Machine-based and human-generated data are growing at a rate of 10x faster than conventional business data.
  • Machine-created data is increasing exponentially at a 50x the growth rate. This data revolution is primarily marketing-driven and consumer-oriented who are “always on.”
  • In just the last 18 months, the volume of site processing data we have been generating at BrightEdge has increased by 11x!
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As a result of these increasingly demanding trends, SEO and digital marketers need to adapt and become more like data analysts and scientists in approaching the extraction of structured data insights and business intelligence – without adding more manual work.

Fortunately, SEO is well-positioned to take advantage of this new data revolution.

  • Increasing your keyword universe – More keywords mean more data points to look at with reporting and fuelling insights. While focusing on conversion rate metrics is very important, it wouldn’t be possible without opening the scope of your audience and getting more people in the door. SEO has drifted away from writing for a primary dedicated keyword and is now way more advanced with advancements in search engines like Google’s understanding of intent of searches through RankBrain and BERT.
  • Increasing your search footprint – will also help you discover unexplored of informing your future content strategy or ideate new keyword ideas. However, sometimes you might miss the boat, like the transition of Content Management Systems slowly turning into “Experience Platforms” as they offer more functionality to meet the needs of today’s webmaster or marketer.

Read More On SEJ

Data Is The Currency Of An Accelerated SEO & Digital Age

By 2025, Worldwide data will reach 175 zettabytes.

But unfortunately, the human brain can’t process, structure, and analyze all that data.

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So technology engines have to help, and digital marketers should be the driver.

There is a massive opportunity for companies that can utilize data to create more engaging experiences.

A recent study showed that 95% of business leaders recognize this as their biggest growth lever over the next three years, which means there’s plenty at stake here!

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Robust data analysis ensures decisions are evidence-based and have more accountability.

Drawing on existing and new data sources to fully integrate business acumen and analytical skills into decision making, sourcing, managing, and analyzing large amounts of unstructured data will ensure continued use and success.

SEO began with data and has evolved.

From the introduction of real-time SEO in 2019 and Page Experience Updates in 2021, SEO’s future lies again with data and the creation of intelligent systems. Here marketers can leverage combined data sources that structures data for them.

As a result, they can achieve business objectives and stay ahead during all data and digital transformation stages.

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Technology & AI Are Helping SEO Evolve

Advancements in technology and, in particular, AI and Natural Language Processing has meant that SEO and digital marketers can become data analysts without having to become an actual data scientist.

This is key to unlocking structured insights from your company’s big data to make more precise predictions about what is coming next based on existing information.

Digital marketers can evolve, understand key trends, and learn in new areas such as:

  • Predictive modeling of future trends and forecasting based on multiple types of data.
  • Real-time identification of opportunities and intelligence.
  • Digital research at scale with both historical and real-time data.
  • Leveraging automated visualizations for various stakeholders.
  • Improved data security and compliance.
  • Market and business intelligence at a macro level.
  • Consumer behavior at the most granular level.

SEO and digital marketers can learn critical skills such as statistics, data analysis, data visualization, and strategy.

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AI, NLP, and machine learning are helping them do this without needing expertise in computer programming and software applications.

What digital marketers must do is combine their communication skills and analytics skills with stakeholders who cannot think outside of the advertising box.

Read More On SEJ

Data Analysis & Intelligence As Competitive Advantage

The application of technology will be the driving force behind the next generation of data analysis technology.

Therefore, SEO and digital marketers of today should learn how to better utilize insights from data analysis.

It’s becoming more apparent that the marketing platforms of tomorrow will require the capabilities of data analysis and science infrastructure at their core.

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The future of marketing will blend technological know-how, business sense, and an understanding of data analysis.

The next generation of SEO will touch all components of marketing, from video, email, and voice, to digital performance of content.

SEO and data science will converge into one evolved discipline that drives omnichannel acquisition and democratizes data.

Marketers who embrace this new era of SEO will be well-positioned to succeed in the years to come.

Data is reconfirming its role as the new competitive advantage, and as SEO and digital marketers, you must evolve if you want to be part of the future.

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Featured Image: ra2 studio/Shutterstock

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