Google’s most recently updated algorithm is designed to understand a web user’s intent based on his or her location. The algorithm now has a “mobile first” approach, where Google can understand where a customer is located. As it goes, search results are now highly localised. For example, if you stood in Melbourne’s Central Business District and Googled “Italian restaurants,” you will get a list of Italian restaurants located at CBD closest to you. This is the magic of local search. If an Italian restaurant in CBS didn’t optimise a website for local search, it would not appear in this local search. Google’s local search in increasingly becoming highly relevant largely thanks to the rise of mobile search. In this new search world, here is what you can do to target a uniquely local customer base to drive traffic:
Use Geo Targeted Keywords and Key Phrases
The first step in doing local search is to use geographically specific keywords and key phrases. These are typically long-tail keywords that specify a location. Your website will get indexed among local search queries if you use these keywords correctly. To do that, hire a great local SEO Melbourne company to research just the right keywords and key phrases for your website. Then apply these in a manner that would drive organic traffic. Among Google search listings, the top listings are derived from the top ranked websites for organic search. There’s also one sponsored result on top. But organic search rankings are the most important for getting good local rankings.
Use an Australian Domain
Google will list domains with the .au extension on top for search queries entered on Google’s local search engine. Therefore, if your primary audience is located in Australia, make sure you use a .au domain to avoid being left out. The usual .com domains will have to compete with search results on Google’s default, U.S.-based directories. This is probably not what you want to achieve with local search.
Obtain a Google My Business listing
The localised search, mainly mobile search, primarily look for the address of a business listed on the website to determine location. To be sure that your business address is indexed, get listed on Google My Business. The tool is free to use and records your company’s name, address, and phone number, among other business information, for the purposes of search indexing. A My Business listing is essential for Google Map results as well. When using, make sure the address and phone number used is consistent across all web domains you use in addition to channels like social media. Otherwise getting listed will not be effective.
Use Schema Markup Language to Indicate Location
Another effective method to let Google know your location is the write specific schema markup code for your website that optimises the manner in which your site shows up on search results. The Google algorithm can understand this specific code, so your website ranking is strong on localised search.
In addition, consider combining offline marketing tactics with your online ones as well. For example, you can arrange a free giveaway in your local area and then promote the story on social media.