Locals for Locals

July 12, 2016

Six ways to ensure your website is tailored to local search

Search engines like Google are the phone books of the modern world. In fact, recent surveys have found that up to 85 percent of people use online search when they need to find a local business. That’s why it’s important that your business uses local SEO (search engine optimisation) techniques to remain visible online.

Competing in the SEO landscape is a challenge, but it is not an insurmountable task. By using a few simple techniques, we can help you generate genuine, organic search traffic, and cement your position as a reliable tradesperson in the local community.

Let’s explore six tools in the Connected Tradies toolbox, which allow us to improve your local search presence:

1. Include your local contact details

Having accurate, easy-to-find contact details on your website is a clear way to inform customers — and search engines — that they have found a local business. Leave no ambiguity about what you do and where you are located. A name, phone number, and email address makes it easy for potential customers to get in touch with you. Including a local street address is even better; this will signal to search engines that you’re a local tradesperson, and help bring your site to page one of SERPs.

Another useful thing to include in your website is a contact form, so customers can send you enquiries. Connected Tradies makes it easy — all requests submitted on your website are sent directly to you as an SMS, so you’ll never miss an enquiry.

2. Localise your content

The content on your website and blog will be imperative to your local search marketing.  Consider using tools like Google AdWords, looking at your competitor’s website, or typing keywords into Google and checking the related searches at the bottom of the page. This ‘keyword research’ is a good first step; it will allow you to predict the terms and phrases people are using when they search for your business.

You can also add localised content by: including names of the towns and suburbs you service on your website; embedding a Google map with directions; and showing your local address. You could even blog about local projects you’ve completed.

Your domain name is also key to local search performance, which is why we use a memorable, marketable domain that includes your location and your trade.

3. Promote local trust

You can add credibility and trust to your business by including reviews, testimonials, project photos, and team photos on your website. Create a friendly face for your brand, and promote customer satisfaction with your work. Positive ratings from customers are a great ranking factor, so encourage your customers to leave reviews; you could email people at the completion of a job to ask them to rate their experience, add a reminder to their invoice, or simply ask them face-to-face. Then display these reviews on your website.

Be sure to monitor your feedback and, where possible, respond to it. Testimonials from satisfied customers can encourage visitors to take actions, and a strong rating can help to elevate your business into the top spots in search results.

4. Utilise Google MyBusiness

A Google MyBusiness Page is an automatic inclusion when you work with Connected Tradies for your online marketing. But what is it? Google MyBusiness is a tool that allows you to promote your business hours, contact details, and directions on Google Search and Maps. You are in control of your information, meaning that customers can access correct, up-to-date details, quickly and easily.

Google MyBusiness also allows you to add pictures, provide a virtual tour of your business, and show off or respond to customer reviews. Overall, it is a great way to bring your business front and centre on Search and Maps, and help people find you online.

5. Monitor web traffic

In order for your website to provide the best results for your business, it needs to be constantly monitored and improved. The Connected Tradies team does this in a two-step process. First, we use Google Analytics to gain web traffic data; this gives insight into how many visitors your site receives, where they are located, how long they browse the site, and how they arrived there. Second, we use this information to accurately target the people searching for what you do.

This continuous cycle of analysis and action is essential to being able to track the success of your website, map out your goals, and improve your local search visibility.

6. Optimise your website

You need a good website if you want to compete with large companies. But, what is ‘good’? According to search engines (and they’re the ones that count!), it is a website that is well-designed, easy to navigate, and optimised for local search. It is always a good idea to including geo-specific title tags and meta descriptions, which tell customers your location, primary services, and other relevant details.

Around 86 percent of Australians perform local searches on their smartphones; and of those, 88 percent proceed to contact the business or take further action. Local search is one of the most common tasks on smartphones and devices.  Plus, Google rankings now favour mobile-friendly websites. In order to be found online and contend with competitors, your site must be responsive and work well on all devices and platforms. At Connected Tradies, this a key step in the web development process.

Your website is a necessary vehicle for connecting with today’s customers. With a few simple techniques, we can gear your content towards local search, and get your business in front of the people who matter.

Connected Tradies has the knowledge and skills to create websites that not only look great, but contribute to a solid online marketing strategy.

Need help promoting your business in the digital landscape? Contact us today!