The basics of local SEO

When it comes to websites, anyone's site can look pretty. And if you work with a good designer, your site can be highly functional. But if your site is lacking content, you might find yourself wondering why you're not showing up in search results or gaining organic traffic. Content that helps you get found by search engines, is part of what we call in the web design world, SEO. SEO stands for search engine optimization. 

SEO includes a variety of things that effect how users interact with your site. Does it load quickly? Does it have an SSL certificate installed so that users can browse safely? Does it include valuable and relevant content? Is it mobile friendly? All of these things are ranking factors Google uses to determine how it displays search results, and many have to do with your site design or the template/platform you're using. (I mean, unless you're a web developer, your site speed and mobile-friendliness are typically predetermined by the software/design platform you're building your site with.)

What can you control when it comes to SEO? Your content. Yep, all the content on your site, even your photos, can be optimized to help you show up higher in search results. If you are a small to medium sized business that offers goods or services to local people, SEO is essential for you to get folks in the door or calling to schedule your services! Here are just a few ways to start improving your local SEO today. 

1. Incorporate Keyword Phrases in Your Page Titles & Headers

What's a keyword phrase? I like to explain it as simply as possible - a keyword phrase is any phrase people are Googling to find a business or service like yours. For example, "Organic Hair Salon in Lancaster, Pa" or "Hardscaping Company in York, Pa." They are usually only a few words long, but these are the queries Google receives and the Google bots are constantly crawling websites to find the best results. 

Try incorporating a keyword phrase like the ones above, into your website page titles (most likely in your SEO settings) and in your site headings or anywhere you see text labeled "H1." H1 is the term used for your largest site headers, usually the biggest fonts, and Google recognizes these headings as important and relies on them to tell users what a page is all about. Use them wisely and add a local search term, like "In Lancaster" or wherever you may be located, to boost your local SEO.

2. Add Alt Tags to Your Photos

Nearly every time you add a photo to your website you have the option to add a caption or an Alt Tag. (Some people call these meta tags) This tag is a description for Google to know what's in the photo and an easy way to add some keywords to your site. I recommend keeping it 5 or less words, and describing the photo or the blog post if it's part of a post or a gallery. Again, utilize local search terms to boost your SEO. Instead of just saying, "Landscaping Project with Flagstone," go for something like "Flagstone Design in Lancaster Pa." The first might be a search term for someone looking for ideas, but the second is a search term someone near you might be Googline to find a local contractor.

3. Spend Time Creating Relevant Content 

Your site should have at minimum 500-800 words per page. A sentence or two and a picture is not a full page and it will not help your website. If you're going to design a page for each or your services (which I recommend) or you want to incorporate a portfolio page, an about page etc, make sure you have the content to fill it up and tell your story. Your content should include a variety of local keyword phrases, links to other relevant pages in your site, and a clear call to action. 

Now that you know how to improve your site, start brainstorming the types of phrases users are Googling to find businesses and services like yours. Begin crafting 3-5 keyword phrases you can utilize throughout your site, and in your alt tags for your photos. Get into the habit of adding a custom alt tag to every photo you upload, and remember, SEO takes time. If you stay consistent, you're sure to see an improvement but it won't happen overnight. Need help? Contact us today for a website review. We'll take a look at your site together and come up with a game plan to improve your SEO and your site's functionality.