Getting good rankings on Google can be the key for better business success. With more than 25% of users clicking on the first ranking website, compared to 15% for the second and 11% for the third, having your website ranked higher will give you the potential to reach more customers. SEO is fundamental in achieving this kind of ranking with there being several strategies you can try that will impact how well Google reads your content and decides how high to rank you.
Ranking for a specific location can be very beneficial, as this increases visibility in local searches, drives more qualified leads and builds credibility within a community. This approach is cost-effective and competitive, as local keywords have less competition than broad terms, making it easier to outrank competitors and improve conversion rates.
So, how can you rank better for specific locations on Google? This guide will help you with achieving this by improving your local SEO knowledge. Continue reading to find out more.
How to Rank in Specific Locations
Target Location-Specific Keywords
Keyword competition can sometimes be too strong to rank high, so you should target location-based keywords to improve your chances. This is because localised keywords will get lower search volumes, meaning you will have less ranking competitors. You can take into account your postcode and town to get the best keywords for your niche. For example, plant hire has grown massively in popularity throughout Manchester, so if you use a relevant keyword for Manchester Plant Hire, you can rank for that niche in that city so more qualified customers can find your website.
Writing an article that is dedicated to this keyword can also help with ranking within that area, as this will be an informative piece that can be read by Google. Due to the EEAT update, Google put high value into blog posts that are informative for users and the inclusion of your local keyword will be even more beneficial.
Optimise Google My Business Profile
Google My Business (GMB) is a free tool that businesses can use to manage how they appear on Google search results, as it gives them the chance to add unique features like maps to improve their presence. This can help to boost how many clicks your website gets due to your website looking more trustworthy.
You can optimise your GMB profile for local SEO by ensuring that:
- Your GMB is accurate and filled out with the correct information.
- Your location is owner-verified.
- The town or city you’re targeting is mentioned in the GMB title.
- The primary categories are consistent with the services or products you offer.
Leveraging Google Posts within your GMB to share location-relevant updates, events and promotions. AI algorithms favour relevant content, which can improve your local visibility and attract more customers that will be interested in what you offer.
Use a Targeted Top Level Domain
A Top-Level Domain (TLD) is the final part of a website address, like the “.com” that goes at the end of a website link. It categorises a website by purpose or region and is crucial for how the internet’s address system works. It can also affect brand identity and user perception. Choosing the right TLD can influence your brand’s credibility and a user’s likelihood to click on your link.
If you want to rank well in the UK for a website and have more users from that country access your website, you can use a more targeted TLD. While you can still rank well with using “.com”, you can instead use “.co.uk” to make your online business more suited for a UK audience.
Use a Schema Markup
Schema markup gives you structured data for your website, as it can help Google to clarify key information about your business, such as its name, address and contact details. This can appear on Google search results and translates into richer and more informative results that will impact how customers perceive your business. It can show star ratings under your search result and a map of your location to boost your online presence.
Local business schema provides search engines with specific information about a business. By using this code, businesses can help search engines understand their details more accurately, which improves their chances of appearing in rich results.
Can you Optimise Your Website’s SEO for Multiple Locations?
You can optimise your website’s SEO for multiple locations by creating dedicated landing pages for each location, so you can have a page for Manchester, London, Edinburgh and more. This can help you rank for each location, even if you don’t have a physical location in that area. Although, it is recommended that you can at least provide your service or deliver your products to that area, as this will make you more qualified.
Optimising individual GMB profiles for every branch and ensuring consistent name, address and contact information across all online directories will also improve your rankings for multiple locations, if needed.
