Key Highlights
- Nearly half of all Google searches are looking for local information, making local SEO optimisation a priority for any business with a physical presence or service area.
- A complete, up-to-date Google Business Profile is essential for appearing in 'near me' results; keep hours, address, phone number, and business categories current.
- The majority of Google searches happen on mobile, so a slow or hard-to-navigate site will cost you traffic before a user even considers your business.
- Separate location pages help Google understand where you operate, while detailed five-star reviews directly improve your visibility in local search results.
- Google already knows the user's location, so forcing the phrase ‘near me’ into your copy is unnecessary and disrupts the reading experience; focus on natural, location-specific content instead.
Have you ever done a search in Google for a business in your local area and seen 'near me' come up as a suggestion? You may have heard the term 'keyword research' and 'near me' searches have become one of the most popular local SEO optimisation keywords.
Did you know that 46% of all Google searches are looking for local information? So if you don't think local SEO is important, think again. In this article, we will discuss how to optimise for 'near me' searches so that you can get more traffic and improve your local search visibility.
Why Optimise for 'Near Me' Searches?
It's critical that your business is optimised for 'near me' searches so that it appears when users are searching for local results. Google does its best to match its search results with the user's intent. The more Google trusts a website, the higher it will rank because it wants to provide the consumer with the required product or service that they're looking for.
Having your business address on your website is a great start, but you also need to have a Google Business Profile (GBP) page that is set up for local SEO searches. You should also ensure that your information is consistent across all major directories, as Google wants to be sure where your business is.
Key Directories to Maintain
This includes:
- Bing
- Yelp
- Apple Maps
- TripAdvisor
Furthermore, Google uses standard ranking factors to determine where you should sit in search results. Below, we've explained in more detail how to optimise your Google Business Profile and implement effective local SEO optimisation strategies.
Ensure Your Website Is Mobile-Friendly
About 60% of Google searches are made using a mobile phone. If your website is only optimised for desktop computers, then users will not have a good experience on a mobile device. If it takes a long time to load or they can't find the menu bar, a visitor will simply go to the next website in their search results.
To prevent this from happening, we recommend testing your website on several devices to ensure that it runs smoothly.
Mobile Optimisation Tips
A few tips for optimising websites for mobile devices:
- Use large fonts
- Create buttons that are big enough for people's fingers
- Reduce website load time
- Avoid using Flash Player
- Keep design simple
Keep Your Google Business Profile Up-to-Date
Google Business Profile listings often appear at the top when conducting 'near me' searches. So it goes without saying that if you want to appear in these listings, you need to have a GBP page so that people can find you. This is a crucial part of GBP optimisation.
Essential GBP Information to Maintain
Make sure you keep all your information up-to-date:
- Opening hours (including public holidays)
- Address
- Business updates
- Directions
- Phone number
- Website URL
- Business categories
Encourage your customers to write a review on your GBP listing, as this is a great way to optimise your website for 'near me' searches.
Optimise Your Website and Create Geo-Specific Location Pages
For any type of SEO, your website should be optimised with the usual best on-page SEO practices.
On-Page SEO Essentials
Some of these include:
- Including keywords in headings and titles
- Including keywords in the alt text on website images
- Internally linking to relevant pages on your website
- Optimising your meta title and descriptions
However, to rank for specific locations, you must have geo-specific pages. For each area or city that you'd like to rank for, a separate service page is required.
If your business operates in Sydney and Newcastle, you should have a service page for each location. Otherwise, Google may only think that you operate in one location, preventing you from showing up in results for the other location.
Encourage Customer Reviews
Reviews are very important for 'near me' searches. Google wants to show users the best possible results, and the best possible results include reviews with high ratings. Places with bad reviews will put people off, so encourage your regular clients or customers to leave a review.
Review Strategy Tips
- Encourage them to write a detailed review of what they like about your business
- You'll notice in GBP reviews that things people mention the most get emphasised in bold
- The more five-star reviews you get, the better your business will rank in GBP listings
- Set up an automated email system that reminds customers, after they have purchased something, to rate the product or service
Write Blogs and Build Geo-Specific Backlinks
Have you noticed that many websites you visit seem to have a blog page? Well, it's probably not because these companies really like blogging (although many do like to share company insights), it's most likely because of SEO.
Blogs are an excellent way of getting local links and you can share articles with your email subscribers. While writing a blog may seem like a huge commitment, you don't have to post every day. Aim to write one article a month - and who knows - you might even end up enjoying it.
Write about locally relevant articles where you can gain local backlinks and give potential customers more information about products and services.
Should You Include the Term 'Near Me' in Your Content?
No, you shouldn't. Including the 'near me' term in your content or on your GBP listing is unnecessary and will only hinder the user's experience because you can't naturally include it.
Google knows the location of your business and the user, so it's unnecessary to include it. Focus instead on natural, location-specific content that provides value to your local audience.
Optimising for Near Me Searches: Final Thoughts
SEO is a long-term process, so don't expect results overnight. However, by implementing the above changes to your website and GBP optimisation strategies, you should be able to see gradual improvement in your local SEO.
Keep in mind that people spend years learning about SEO, so if you are finding it overwhelming, it's worth getting someone else to help you with it.
If you would like more information about how we can help you with your business's local SEO, speak with our team today.
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