A major part of search engine optimization is creating a strategy for mobile and local search. These two areas are regularly expanding, with about 25% of internet searches being completed from mobile devices. It’s expected that by 2015, mobile device searches will overtake searches on desktop computers. According to Sydney web design company Magicdust; ‘In order to stay competitive, business owners need to make sure they have considered their mobile and local search strategy’.
Firstly, understand that mobile search is closely related to local search. Local search happens whenever someone uses the internet from their mobile device, or when they are specifically seeking out a local business by manually adding their location into the search bar. Here are 3 ways to make sure your website can capitalize on this growth in local and mobile search traffic:
Have a Strong Presence on Local Platforms
Local searches are optimized based on the user’s location, so that users see the highest ranked businesses in their areas. The first step to gaining this local search ranking is having a strong presence in local search platforms or relevant review websites. A few of the top ones to consider include;
Google My Business: Google My Business, previously known as Google Places, used to be the first stop for anyone looking to make a dent in local search. One thing that is hugely popular on Google My Business is Google Click to Call, which generates about 30 million calls a month.
Yelp: Yelp is a popular review site that allows your customers to leave reviews of your business for everyone else to see. Not only will Yelp give you an opportunity to get great feedback from your customers, it will also allow you to set keywords for your local area.
Trip Advisor: Trip Advisor is relevant to those in the travel or hospitality industry. It allows users to review your business, upload photos and give you a rating out of five. It also gives you the ability to address any negative reviews.
The list of local search platforms is ever-expanding, and is specific your industry and what is popular with your target market. To get the best out of your local SEO campaign, you should use local search outlets as much as you use global sites like Facebook, Twitter and Pinterest. When it comes to local search, 45% of all searches are specifically goal oriented; meaning these users are ready and willing to buy.
Localize Your Information
On your website itself, and on your social media platforms, your content should be localized. The first step in doing this is ensuring your business address appears in a searchable part of the page (for example: not as an image). Your content should be locally specific as well, with the location of your business occasionally referenced in the text.
Make Sure You Go Mobile
Another thing to consider isn’t just how heavy your local presence is, but how your site looks when you get those users there. About 61% of mobile searches result in a purchase. If these highly motivated leads can’t easily navigate your site, those purchases are going to your competitors instead. As up to 25% of all internet traffic originates from a mobile device, it is imperative that your website accommodates these users.
Fully integrating local search into your campaign requires three important steps. Your site and your social media sites should include some local information. You should have a strong presence on local search platforms. Finally, you need to have a site that is easily accessible on a mobile device. Those businesses that embrace local and mobile search as part of their campaign are the ones who will manage to stay competitive in the constantly evolving digital marketplace.
This article was contributed by Magicdust, a full service digital agency who provide businesses with quality ecommerce solutions, online marketing services and web design Sydney and Australia wide.