Most of the time, local SEO is something that business owners aren't concerned with. They think it will be too difficult or complicated to implement. However, if you already have an ecommerce site, there are only a few steps needed to make your store more visible in local search results. If you don't have any plans for increasing conversions through paid ads anytime soon (which is definitely not recommended), then this blog is just what you've been looking for!
Most small businesses miss out on opportunities by ignoring their online presence and focusing solely on brick-and-mortar locations. It's important to ensure that potential customers can find your website no matter where they live - especially if your product/service caters towards people in specific regions/states.
Before we get started, it's important to note that local SEO has a lot of overlap with organic and general SEO (instances where the same content is displayed for different search queries). If you already have a basic understanding of these two concepts, then this article will help you gain more visibility within SERPs (search engine results pages) for local searches. If you're not up to speed on SEO, then this article will help give you some insight into what you need to do before jumping into more advanced tactics regarding local search engine optimization.
You have a few different methods you can use for ensuring that your ecommerce store appears higher in Google's search results under the "Local" search category. You can use Google My Business to set up a free account that allows you to claim your local business listings and monitor their performance, while also connecting it with your actual ecommerce site.
What is Local SEO for ecommerce sites?
Local SEO (Search Engine Optimization) for ecommerce sites is the practice of increasing search engine visibility in local organic (non-paid) search results. This includes map pack results on Google, Bing, and other search engines with SERPs. The goal would be to achieve higher rankings when people perform localized searches like "San Francisco plumber" or "Miami Beach hotels."
How does Local SEO for ecommerce sites work?
The main way to accomplish this is by using Google's My Business feature to claim listings, monitor performance, and enable location extensions in AdWords ads. By completing this process, you'll be able to improve your local rankings and click-through rates in search results pages, which will help you gain more visibility and online sales.
In addition to this, it's important that you create location-specific landing pages for your highest converting keywords. This includes making sure that the content on these pages is extremely relevant to the queries being performed - as it will improve your click-through rate from SERPs. In other words, if you rank #1 for "Miami Beach hotels," then that page needs to be extremely relevant to those keywords and drive conversions from those people that click on your link.
How to rank higher on Google Maps for local keywords
If you already have a website and store, then these steps will help you show up in Google's search results under the "Local" category:
Claim your listings in Google My Business - By creating a free account with Google My Business, you'll be able to monitor performance of all your local business listings across different platforms. This includes Google search, Yelp, Bing, etc. - which will help you determine what your customers are saying about you online.
Enable location extensions in AdWords - This feature allows you to show ads that are tied to a specific geographic location. You can enable it by going into the "Ads" section of your campaign and then clicking on "Settings," and then "Locations."
Create location-specific content - Whether you use WordPress or a custom website, make sure that all your content is extremely relevant to users searching for specific locations. This means geo-targeting the right keywords and tailoring landing pages accordingly.
Why it's important to have a local presence
With consumers becoming more familiar with the online shopping experience, it's important to be available on as many platforms as possible. That can include local directories and directories for a specific industry. In other words, the goal is to create a presence that drives awareness of your business and helps people find you when they need your products or services.
In addition to this, having a local presence on websites like Yelp can increase your chances of converting people that are searching for your industry/services into actual customers. This is mainly because these directories provide detailed information about each business listed on their platform - including location, hours you're open, contact details, high quality images and more.
Tips and tricks for getting started with Local SEO for ecommerce sites
- Start by claiming your listings on Google, Yelp and other local directories.
- Then get started with creating location-specific content for each of the top keywords you're targeting.
- Importantly, make sure that your new pages are built around conversions. This means it's important to be extremely specific and provide detailed information about the products and services you offer.
- Be on the lookout for reviews, both positive and negative. This allows you to provide great customer service by responding to complaints or making sure that your customers are satisfied with their purchase.
By following these simple steps, you'll be able to gain more visibility in local SERPs and improve your click-through rates - which will help you reach more potential customers.
The future of Local SEO for ecommerce sites
As with any type of digital marketing, there are a number of new developments and changes that ecommerce brands can expect to see in the year ahead.
So what does this mean for local SEO? Keep reading to find out:
New types of structured data - New types of structured data will be introduced so that Local SEO campaigns can become more efficient and effective as a whole. Google My Business (and other directories) will begin using types of structured data like "Organization," "Place" and "Offer."
This means that ecommerce brands will need to be extremely diligent with filling out this new type of information, which can include everything from your company's address and phone number, to your operating hours and whether you offer discounts.
New "Pigeon" Algorithm update - Another change that ecommerce brands are expecting in 2017 is a new version of Google's "Pigeon" algorithm. This update will be more localized to search results, meaning that it may have a greater impact on local businesses than ever before.
Local SERP elements - More local businesses will be listed in Google's search results, including restaurants and bars. This means it will be more important than ever to fill out all the information about your ecommerce business so that you don't get lost in the mix.
Putting it all together
Ecommerce is a rapidly growing industry and far too many people are still unaware of the benefits that can be had by selling online. That's why it's important to make sure your ecommerce business has a strong local SEO presence, which includes claiming listings on Google, Yelp, Foursquare and other directories relating to your specific industry. This will put you firmly in front of new customers that are looking to make a purchase.
The future of Local SEO for ecommerce sites is bright. With the continued growth in mobile and local searches, it’s more important than ever to have a presence on Google Maps that includes your name, address, phone number and hours. We can help you rank higher with Local SEO tactics such as optimizing your website content for location-specific keywords or creating high quality reviews from customers who live near you. All this work will pay off when people search “coffee shop downtown Seattle" and find YOU! Reach out today to learn how we can help take care of all those details so you don't have to worry about them anymore.