The internet is an ever-changing landscape. In 2019 this has left some wondering if they even need a website, or if they do what it’s purpose is with audiences ever-shrinking attention spans.
We are going to review how against popular belief, now more than ever users want organized and easy to read content on your website. This does not mean they want no content, it means they want it to be clear, concise, which bullet points and headlines so that people can skim and skip through your content.
We will cover the following:
- The goals of local SEO
- How you write organized content
- How Interactions can make content more readable
- How you write content for local Websites
- How Addresses affect local SEO
Goals Of Local Onsite SEO
The purpose of local is to make a website that serves a specific geographic area show up well in online searches. The success or failure in this can make a break a small business, and the competition is only going to get more fierce in 2019. In addition to ranking the website, this also includes ranking on mobile, map pack, images, videos, and Google ads. A well-built website with properly written content will make the difference in performance in all areas of online search.
How Is this Achieved
To rank well online in 2019 requires above all Quality content. It doesn’t matter how good it looks, how well it functions or how many snazzy pictures you have if it doesn’t communicate your goals to the reader. To do this you use the 5 W’s on EVERY page of the site
WHO is your audience?
Think about who they are, how much education do they have, where are they likely to be reading your blog post etc. The more you can define who your audience is the easier it will be to speak to their needs
WHAT do they want to know?
Why did they come to your website and what questions do they have that they want to be answered? Often these will be specific questions that they ask you when they interact, but they are also soft questions like “can I trust you” and “why these guys vs someone else”.
WHY does this page exist?
Each page should be focused on one topic or service. Any more than that and you will confuse search engines around what it should rank for, and confuses your end users. You can’t do this with just one to two sentences on the page. You need to have a good amount of unique content on your page that talks about what you do, how and why you do it. If your site is well-organized users will be able to skip around and read the content relevant to them.
HOW can you help your visitor?
Talk about your unique services and what you do. Tell your story to the visitor.
The address of your business and the business name is SUPER important. More about this later.
How Interactions can help
Interactions can hide content until the user chooses to click on them. You can use tabs, read more, accordions and jump links to allow people to easily skip around the page and read the content that is relevant to them. This allows you to provide content to those that need the information while hiding it for those that are looking for something more specific.
Structured data using schema.org to help Google read the content and understand it. This ensures that Google knows EXACTLY what it is reading (i.e Company name on page vs City name). This can be applied to services, addresses, phone numbers, products and reviews.
How the address affects local Onsite SEO
Search engines use the address and business name to relate the multiple site references together. To do this the address and business name need to be identical on every website. Using structured data around the addresses can further aid in this as it allows search engines to comprehend what they are reading and make allowances if there are inconsistencies. This will greatly enhance the ranking and map pack. This ties into the map pack as well, improving the ranking of both the website and your listing in the maps. Without a strong website, it is unlikely that the map listing will rank well.
Summary for 2018
For local SEO it’s all about the details in the content, you need to bring everything together in a way that engages your readers and allows them to easily move through and read the content that is relevant to them.
For assistance answering these questions and writing content for your users, reach out to a qualified SEO expert.