Figures are continually being released that confirm the pressing importance of well-honed local business digital marketing today. For instance, did you know that 46% of all searches on Google are local, or that 76% of local searches result in a phone call?
That’s an awful lot of enquiries that your own business could be missing out on if it fails to optimise its website SEO to hook in potential customers living in your locality.
A key component of that is the writing of compelling, relevant and actionable on-page content. So in short, how can your copywriters – or those from our own team here at PENNInk Productions – compose well-optimised content that will boost your firm’s local search rankings and revenues?
1. Optimise those title tags
It’s one of the most glaring SEO errors that our local business digital marketing experts see time and time again from the owners of small to medium-sized firms – overly generic title tags.
By simply using ‘Home’ or ‘Services’ as the title of a given page of your site, you are missing out on an immense opportunity to tell Google more about precisely who you are attempting to attract, as well as what specific products or services you are offering that could improve their lives.
Remember that local searchers want quick and relevant answers from businesses close to them, and some of those answers should be apparent straight away in your title tags – whether you’re an estate agent in Leeds, a Birmingham coffee shop or a gym in Croydon.
2. Incorporate local regions into H1 and H2 tags
H1 and H2 tags are the HTML components for the title and first heading of your page respectively. This means they play a crucial role in communicating what your site is about to both human visitors and Google spiders.
What it also means is that when it comes to local business digital marketing, you should be using these tags to get specific about the locale to which your site caters.
Here at PENNInk Productions, we can undertake the keyword research and analysis that will enable us to uncover the relevant terms people near you are searching for. So going back to the gym example, could your potential customers be performing searches for the likes of ‘personal trainers in Watford’ or ‘Watford corporate gym membership’?
3. Write naturally for the era of semantic search
One thing that has changed lately about local business digital marketing is Google giving higher rankings to pages with a natural array of semantically-related keywords. As an example, we mean pages that don’t just use the same keyword term three times, but no other similar terms or phrases throughout the text.
This is why writing in as natural a manner as possible – one that also sees you deploying similar keywords or phrases to the target keyword on the same page – is so crucial to bolstering your local business’s SEO performance.
Achieving the optimal semantic mix of keywords can be tricky, though. That’s one more reason to potentially give PENNInk Productions’ skilled and seasoned professionals in local business digital marketing a call: just dial 020 8144 7931. Alternatively, discover more about our current search engine optimisation plans.
Edward Solomon has over 30 years’ experience in project management, technical education, computer networking, web design and development and is a Digital Business Consultant for PENNInk Productions Ltd.
