Local SEO is possibly the most important undertaking a business needs to invest in. Users doing local searches are highly motivated to purchase. 50% of users doing local searches on their mobile devices visit the outlet within a day. One wouldn’t look for a “coffee shop near me” if they don’t wish to go out and have a cup of coffee.
This is why businesses often spend a chunk of money on enhancing their local SEO but end up with no results. They try to implement as many strategies as they possibly can; however, the results are often less than average.
One often begins to feel overwhelmed and confused regarding why the local SEO strategies aren’t working out. The issue could be with your understanding of what local SEO is.
You could also be making mistakes in not identifying which areas of local SEO need a boost. What is local SEO, and how can one boost it? Here is a quick and comprehensive view of the same.
What is local SEO?
Local SEO is an optimised marketing strategy where businesses attract the local market by making use of local searches made on search engines.
Now, there are several strategies that a company can employ to boost their local SEO. However, it is crucial to conduct a local SEO audit prior to this implementation.
A local SEO audit enables businesses to identify all their weak areas related to local SEO so that they can work on these issues on a priority. Conducting a local SEO audit can seem tricky, which is why we have prepared a list of quick and comprehensive local SEO audit tactics you can make use of to identify what’s wrong with your website.
Quick and trusted local SEO audit tactics
Check for URL health
Checking for URL health is possibly the easiest part of any local SEO audit process. Ensure that the URLs are short and relevant. Identify all clumsy and cluttered URLs.
Replace all such URLs with well-structured and user-friendly URLs.
This URL is easy to read, short and tells the user exactly what information the webpage includes. Thus, the idea is to keep the URLs under 115 characters and not use any exaggerated parameters. Also, prefer using hyphens rather than underscores.
Perform a detailed content audit
Search engines heavily value the information that you are providing to your customers. Thus, conducting a content audit is of paramount importance. Ensure that the main targeted keyword relevant to your business is consistent throughout the text.
You must also ensure that the content is 100% plagiarism-free and does not have any copy errors. Additionally, you must check all the image ALT tags, page titles, page headings, and CTAs to ensure that they include the main keyword and are correct.
If you have used backlinks in your content, ensure that there are none broken. Broken backlinks heavily impact your local SEO.
Considering that 78% of local mobile searches convert into a sale, checking for mobile responsiveness of your website becomes an important part of local SEO audit. To do so, check that you are using only high-quality images and that the content fits into mobile screens.
Site speed analysis
If your website loads slowly, search engines won’t rank it higher in local searches. Thus, an important part of local SEO audit is to run a detailed site speed analysis. You can use tools such as PageSpeed Insights by Google for this purpose. All you need to do is add the URL you want to check.
If you find that your website’s speed is slow, you might want to fix that right away. Some excellent steps to go about this include optimising visual content, removing unnecessary media files, reducing the response time of the server and enabling browser caching. You might also want to look into minimising both HTTPS requests and redirects.
Don’t forget interlinking audit
The last leg of a quick and comprehensive local SEO audit includes interlinking audit. Ensure that the anchor texts you’ve used are descriptive.
You might also want to consider adding the business’ information in the anchor texts. You must also check that each of your webpages is linked with each other and there are no broken links.
Next, you will also need to check that your business website’s homepage has only relevant links that are complemented with a CTA. Doing so gives users the option to move further ahead in the sales funnel.
Lastly, ensure that the interlinking on your website is offering variations. Your leads need to be pushed further inside your website rather than redirecting them to the same two or three web pages.