7 Local SEO Content Tips to Boost Google Rankings (2019)

Boost your Google rankings with these 7 easy to implement Local SEO content tips. You don’t need any coding or prior SEO experience to execute any of these tips

In today’s video I am going to run through 7 tips you can use to optimise the content of your website so you can boost your Rankings in Google Local search results and attract more visitors.

I’m luc durand, the founder of ranking academy.co.uk where I help local business owners like you with their online visibility, step by step and click by click. If you like my channel subscribe today and click the bell notification so you always know when I publish a new video.

Google uses over 200 signals to decide how to rank websites in its search results. Some of these signals come directly from your website content. In the SEO industry, they are known as On-page signals because they are directly located on the content of your pages. The good news is, they are easy to implement and although you might not climb up to the number 1 spot on Google when you optimize them, it will definitely help you on your journey there.

Let’s start with the first one:

Tipn#1

Optimizing your URL, or if you prefer the address of your page, to target a specific city where your business is not located:

How?

Let’s say you’re a plumber and you want to rank for the keyword “Plumber Brixton” which is an area in London.

You should add the keyword “Plumber Brixton” in your URL to help google understand this page is about, you guessed it, plumber in Brixton here is an example
https://thejandpgroup.co.uk/plumber-brixton/

But be careful not to be too spammy. If your domain name already includes part of the keywords, do not repeat it again in the URL.

Look at this example: https://www.plumbers-4u.co.uk/brixton/ their main domain already includes the word plumbers, therefore there is no need to add it again. Brixton alone will be enough.

Tip n#2

Optimize the meta title of your page

For those of you who don’t know, the Meta title of your page is the HTML code that shows the name of the page in your browser like here and is also what is used by search engines to display results in search like here. The meta title of a page is in the source code of the page and can easily be updated manually depending on what Content management system you use.    

This is an important component of your content for multiple reasons because

  1. It plays a small part in rankings
  2. People are more likely to click on an appealing title than a bad one which will drive more traffic to your site

It is therefore very important to optimize it

How?

Include your target keyword in your meta title but once again don’t spam it.
When you write a meta title for your page think “Newspaper headline”, would you click on it yourself?

Don’t go over the character  limit otherwise your title will be truncated. To make sure you don’t go over the limit use this title tag checker tool https://www.portent.com/serp-preview-tool

Here is a good example of a title

Best pizza in LA – World class dough topped with fresh ingredients

Here is a bad one

Los Angeles best pizza

Tip n#3

Add a killing meta description to your page

Your meta description is the little snippet of copy you see under the headline in search engine results.

Like your page title, the description is also a piece of HTML code you can easily access from your content management system.

And although it has absolutely zero impact on your rankings as such, writing a killer description that encourages people to click through will drive more traffic to your site.

There is however speculation that Google’s results with a higher click through rate will be rewarded with better rankings so you shouldn’t ignore it.

You can also use the portent tool to check your description doesn’t go over the character limit.

Here is a good example of a description to go with our title

From light-as-a-feather sourdough to Neapolitan affair, our freshly cooked pizzas will leave you wanting for more. Call us on 555 326 232 to make a reservation before everybody else does.

Tip n#4

Optimize your page structure with header tags.

Although header tags are not critical to rankings, they still play a small part and give Google context about the topic of a page.

Including your target keywords as part of your headings will not only help Google but also users as it will make your content easier to read.

The HTML form is very simple. Each header is wrapped around an H tag like this

<h1> This is your heading </h1>

Header tags range from H1 to H6 with H1 being the most important header of them all.

This is how you should be using them:

  • H1: This is the main Header of your content and must only be used once. Think of it as the title of a book and should be very similar to your Page title.
  • H2s are like the chapters of your book and should be used to describe the main section of your page.
  • H3s to H6s are simply used as subheadings within each section.

Adding header HTML code to your page is very straight forward. Most CMS will give you the option to select a piece of copy and turn it into a header automatically.

Once again, don’t spam your headings with lots of keywords.

Tip n#5

Optimise your images

Optimising images is often overlooked by businesses and is a missed opportunity to rank higher by giving further context to Google about the topic of a page.

The Good news is, it’s super simple to do.

Let’s say you run a yoga studio in cardiff like this one

http://cardiffyogastudio.co.uk/

and you’ d like to optimise this image

You can give your picture a file name such as

Cardiff-yoga-studio.jpeg

Add a relevant alt attribute (if you don’t know what an alt attribute is, it is the alternative text that is displayed on a page when the image cannot be rendered. You can easily add this in your CMS when you load pictures).

In this example you could add:

 Sunday morning  bikram yoga session at the Cardiff studio

Once you’ve established a file name and an alt tag, all you need to do is to load your image on a web page.

I’m just going to use a test page using my web site which is built on WordPress.

Let’s now verify that the HTML displays the file name and the alt tag. And there it does.

Tip N#6

Improve your internal linking

Let’s start with explaining what an internal link is.

An internal link is a text link that point from page A to Page B on your own site. Like this one.

Adding internal links to your pages helps with ranking pages higher in Google.

In this example, this link will help this business to rank higher for the term “emergency electrician”

But don’t get over excited and start adding tons of links across all your pages targeting the same terms hoping it will propel you to the n#1 position in Google.

Your links need to look natural.  Avoid creating multiple links on one page pointing to the same page using the same word. Also make sure it is in context.

The best way of doing this is to check for opportunities on your existing content.

To do this there is a very simple hack.

Let’s take the example of this dentist https://www.bakerstreetdental.com located in london who wants to improve ranking for his teeth whitening page for the keyword “teeth whitening”

All I need to do is go to google and type the following in the search box:

site:https://www.bakerstreetdental.comTeeth Whitening

This command tells Google to show all the pages from this website where the word “teeth Whitening” is present

All I need to do now is browse some of these pages until I find the keyword and turn it into a link that will point to this teeth whitening page.

As I mentioned earlier, don’t build hundreds of internal links using the same copy. Try to vary the copy to something else so it looks more natural. In this instance I could use the alternative “professional teeth whitening”, or “best teeth whitening method”

Tip N#7

Add schema Mark-up to the business address of your content page that is linked with your google my business profile. I know it sounds complicated but it isn’t. Let me illustrate with an example.

Let’s have a look at the Google my business Profile of this barber shop called the https://thevaletlondon.com/

If I click on the website link, it takes me to their home page like most sites. If I look at their business address which is located at the bottom of the page, and I look at the code by right clicking and choosing inspect, it looks like they’re using plain HTML code which is what most website owners would use.

But changing the code to schema mark-up will help you rank a little higher in Google.

How do I know?

Because according to the Local Search Ranking factor survey https://moz.com/local-search-ranking-factors, simply adding your Business address in the page where your Google my business profile links to is a ranking signal.

You’re still probably wondering, what is schema mark-up?

Schema mark-up is a type of code that was created by Google, Yahoo and Bing a while back

Adding schema Mark-up to your content helps search engines understand precisely what type of information is available on a webpage.

It’s almost like you are talking the same language.

The reward, not only you get better rankings, but you will also influence the way your website appears in search results by displaying what is known as rich snippets like review stars, price range and more which will increase the number of people clicking to your site.

And google has created a specific schema category for local businesses.

Let me show you how to add schema mark-up to your code using our barber’s example

Login to your Google account and head over to the address displayed on your screen.

From the main screen tick the local business option and add the URL you use in your Google my business profile in the URL field. Let’s use our barber’s home page.

Click the start tagging option.

This will bring up the page. All you need to do now is highlight the items you want to tag.

I’m interested in the address which is located at the bottom of the page

Next step is to highlight each item separately like this and choose the tag you want to add.

As you work your way through this, you should see the data being added in the right hand side panel.

If you make a mistake, or the item you selected is invalid, you can easily clear it and correct it.

Once you’re done simply click on the create HTML option.

From there you’ll have two options.

Either add the code to your page using the JSON mark-up format in the head section of your page,  or switch to the micro data option and add the highlighted yellow bits to your code. If it’s easier you can copy and paste the whole code in your page.

To verify your code is correct select and copy the code click on finish. A pop up will show up. Click on the structured data testing tool option .

Click the code snippet option.

Paste your code and click on run test. This will go through the code and highlight any mistake you may have.

Once you’re happy with the code, roll it out on your website. If you are running your site on WordPress you can download a plugin that makes this exercise a lot easier.

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