Tag: citations

SEO

Tips for Local SEO 2021

Feb 4, 2021 by admin 0 Comments #citations, #Local SEO

Tips for Local SEO 2021

When running a small business, the question we get asked the most is how can I raise awareness of my brand more effectively? There are no quick solutions, but if you are a business that operates mainly to clientele in a specific geographical area, there are immediate measures that can be put into place to start to maximise your local visibility online. Here are our latest tips for local SEO 2021.

 

LOCAL Search Engine Optimisation (SEO)

Local search, this is the term given to people who are searching for goods and services that are based in their own communities.

In the early days of Google when we could only really find websites, getting to Number 1 on Google was the goal for businesses to get found. In those days businesses could do this by putting their location in their domain name. Google had basic local indexing tools such as maps, but as it has evolved it has enabled local search to be more relevant.  Small businesses have a wonderful suite of free tools that allow users to find information about them swiftly without having to leave the search engine. Interactive buttons also make it easy for users to directly call you , visit your website, or get directions instantly.  One of the main features Google has brought in is Google My Business.

 

Google My Business

If you are a small business and your target market is predominantly within a local radius, claiming your Google My Business listing is vital. If you don’t you are missing out on some key visibility and putting yourself at a competitive disadvantage.

If Google My Business is new to you and you are not sure how to set it up or use it, then read our Google My Business guide. Once you have set up your Google My Business you will then need to do the same for Bing as this is the UK’s other large search engine. This is straightforward and can be done via Bing Places which simply pulls through your GMB listing information and syncs it up. If you have a physical premises, be sure to claim your Apple Maps pin.

 

Local Directories

Local directories are useful for local businesses to register with. Some may charge a fee and some will be free. The most important factor to consider before jumping on any local directory you find is quality. Google and other search engines will penalise you if you link to poor quality external sites, so make sure the directory is highly regarded locally as a good source of information and one that the community regularly relies on for up-to-date information. This could be the classified section of your local paper, local councils, local business groups, or Chamber of Commerce.

 

Online Directories

Building links on directories is also known as citations, so over time to boost your overall online visibility it makes sense to periodically list your business across UK reputable websites that may be specific to your sector e.g if you were a counsellor the BACP website. There are also more generic business directories such as Yell.com or Thomson Local and it is important to spend a few weeks building up your presence on these as well. Here is a list of the top UK directory sites and a tool to help you with this task.

Word of Caution

Google sees instant mass presence as spamming. For example if you are on no directories today and then suddenly appear on 50 tomorrow that would look like spam to Google. This strategy should be approached over a period of weeks maybe adding 2 a week to make it more organic.

NAP Critical

Building citations is a time-consuming task and this is another reason to list on directories slowly. It would be wise to keep a record of all the directories and online platforms where you have listed your Name Address and Phone Number (NAP) to keep track of where you have listed your business and where to go should details change.

The critical element of this is to ensure that your NAP is consistent across your online channels. This includes your own website, Google My Business, Bing, Apple Map, Eventbrite, Facebook, Instagram, Twitter. Basically, anywhere you list your business, the Name Address and Phone Number must be identical. This allows the search engines to correctly identify your business and build up a healthy profile of your activity which will boost your online visibility.

Lesser Known Tips for Local SEO 2021

Here are some more unusual tips for local SEO in 2021 that you may have overlooked.

Affliate Links

Do you naturally network or work closely with other local businesses, running joint campaigns, doing guest blogging or putting reciprocal links onto each other’s website or social platforms will also add credibility to your online presence.

 

Keywords

Keywords are the heart of your online content, from social media bios, posts, about sections, web pages, blogs. Local SEO is no exception. Carry out keyword research for the topic your posts, pages or blogs are about and make sure 5% of the copy incorporates them. To be effective keywords or phrases need to appear in the heading or title, the first paragraph and one or two subheadings depending on the length of the content. They should also be featured in your meta description.

To optimise local search, research keywords and phrases that are relevant to your location and business and the variations.

 

Creating Local Content

If you regularly blog or write features on your platforms, create some of your content around local matters. This will add to your relevance score and be great for SEO.

 

Local SEO 2021
Local SEO statistics from Google Infographics

 

 

Multi Location Listings

If you have multiple locations for your business you can create a page for each location either on Linked In through Showcase Pages or on Facebook, or even on your own website. Vary the content on these pages though as search engines hate duplicate content.

 

Reviews

Getting reviews from customers is a great SEO booster, not just for local SEO but generally. Encourage customers to leave reviews on your Google My Business profile or your Facebook Page. This will give you credibility with the search engines that you give great customer service and therefore you will rank higher in online searches.

 

Sponsorship

Sponsor a local football team or event and this will give you content to post online, affiliate links and mentions online.

 

Advertising

Advertising on Facebook allows geo targeting, the selection of who to display your ads to down to postcodes. This will make you extremely visible to local potential audiences. If you collect an email list or have lots of followers you can even display to look alike audiences to double your exposure. This will only be for as long as the ad is live but it is a great way to boost visibility during quieter times of the year.

 

Thank you

For taking the time to read our blogs. Positive Sales and Marketing is a small business in the North West of England passionate about educating the UK hospitality and freelance artist sector on understanding their marketing.

We offer training and education to enable businesses to take control of their own destiny rather than blindly relying on agencies. We can also offer transparent website design services and copywriting should this be taking up too much of your time.

We work with clients all over the UK and also operate directories for the holiday accommodation sector.

We would love to hear from you, give us a call on 01257 433331 or 01744 670055 or email Caroline@positivesalesandmarketing.co.uk

 

 

 

Directories for SEO 2021
SEO

Directories for SEO 2021

Jan 13, 2021 by admin 0 Comments #citations, #link building

Directories for SEO 2021

Are directories still relevant in the SEO strategy race in 2021? Why do we ask? Since the inception of the internet, links in and out of your website have always played an integral part to your website’s optimisation. As search engines evolve, they don’t have the same significance these days, but they certainly can’t be ignored. Looking at how users search for information, directories are more significant in allowing you to advertise to your target audience rather than gaining ranking on Google.

This blog examines the advantages of using directories, the different types you should look for, paid vs free and top tips to avoid mistakes that could penalise your site.

Directories and why they matter

Have you got your business listed on a directory site? In the olden days most businesses made sure they had a listing in the Yellow Pages, now in the online world the choice is infinite. But with so many other platforms on which to showcase your business, why would you use directories in this day and age?

The Benefits of using an online directory

  1. Targetted advertising – Directories are usually constructed to serve a particular niche or geographical area because the two main reasons people will be searching are to look for local services or to research something in a specific sector. Directories provide a one stop shop for users so they don’t have to waste hours trawling the internet, some also offer supplementary information and blogs readers may find useful. Therefore you are likely to be seen by your target clients if you are listed on a directory.
  2. Increases the visibility of your website –  as directories have good traffic more people will find out about you
  3. Cost effective advertising – Some directories charge a fee to advertise as they have enhanced features and are a good source of information for your clients. Given that users will value these sites, this is a cost effective method of advertising as what you would pay for a year, you would normally pay for a week in a hard publication such as a newspaper or magazine.

Directories and Search Engine Optimisation

When you have a business website you want it to be as noticeable as possible to online searchers. The more times your business and website are listed on multiple sites, the more traction they are gaining and the business becomes more visible to the search engines. This is a term called ‘link building’ or to give it its technical term, citations. This is a strategy that can give you more prominence in the search engine results pages. But before you go gung ho with listing your name on as many different directories as possible, exercise caution as you could come unstuck, here are some top tips.

Quality

10 Directory Listing tips

The search engines now focus on quality when assessing your online portfolio. As well as your own channels on social media and your website, they will look at where you link to on the wider internet and the nature of those links can affect your ranking. Therefore, it is imperative that if you are using directories as a link building strategy that you follow these simple guidelines.

  1. Only link to reputable sites – directories need to demonstrate that they are not just set up for the purpose of link building, they have to have a purpose, providing information or serving a specific need.
  2. The main categories you should consider are – local directories – these serve your local community and are ideal for local pubs, restaurants and shops. They are usually set up for the community to access key information so are very credible for the search engines. Sector specific directories – these are good if you want to be found by users searching a particular niche such as counselling, hair salons or accommodation.
  3. NAP consistency – wherever you list your business online, make sure you are consistent in the use of your Name Address and Phone number, this is known as NAP consistency. Don’t list a landline on one directory and your mobile on another, or list your address differently by missing a line out. This will cause problems when Google is indexing your information.
  4. Don’t suddenly link to lots of sites all in one day, stick to around 10 listings per month, otherwise Google will see this as spamming activity.
  5. Although NAP have to be consistent, you can vary your descriptions between directories as you don’t want too much duplication.
  6. If relevant, don’t forget to include Google My Business as part of this strategy
  7. Keep a log of where you have listed your business so you can update all entries should any data change and to avoid duplication.
  8. Don’t just focus on free sites, paid sites can offer value for money.
  9. Here is a list of the UKs reputable generic business directories , also focus on sector specific ones too.
  10. Self Catering Scotland is a blog directory for the self catering accommodation sector in Scotland offering interactive listings

Positive Sales and Marketing can help you with Search Engine Optimisation, content writing, getting a website or training you on online marketing. Please get in touch, we would love an informal chat with you about how we can be of assistance.