Finding the right digital marketing strategy that makes sense for your goals takes research and time. As a business owner, SEO (search engine optimization), but especially local SEO, is one of your top options.
Through years of specialization in SEO, I’ve found that some factors affect local search results more than others. Knowing which one it is can help you optimize your website. Here is a deeper dive into each one.
Put simply, the interaction of visitors to your website affects your rank in search engines. Your behavior and actions send signs to Google indicating whether your website is beneficial to visitors.
Focus on providing a positive UX (user experience) to everyone who visits your website. Make sure they spend more time on your side. Spending more time on your page will result in more positive results on SERPs (Search Engine Results Pages).
Some of the things Google takes into account when determining user experience are:
- Click rate
- Pages per session
- Bounce rate
- Organized, easy navigation
- Calls to action
- Page speed
- Responsive design
If you haven’t assessed these factors related to your website, now is a good time to do so. If there are problems, make the necessary adjustments.
Another factor that plays a crucial role in the ranking of your website are links. When a website links to your website, it directs signals and traffic to search engines indicating that the website trusts your business. Link quality has a huge impact on your rank. When a good quality website links to your website, search engines know that your website is reputable and trustworthy too. This boost in credibility will greatly improve your own rankings in SERPs.
It is also beneficial to get links from relevant industry publications. It helps in building authority in your industry while building your credibility. If your company is seen as an authority, it means that more people will trust you and what you offer.
Outbound links don’t have as much of an impact as inbound links, but they can affect your rankings. These are the links on your pages that direct visitors to another website. Linking to a credible external website gives users more information about what they are looking for. Also, Google and other search engines can see that you are providing resources to support the information you have provided. This can help improve your search engine ranking.
Local search shouldn’t be ignored as a local business owner. If you want to improve your position in local search, you need to tweak the factors mentioned here.
The opinions expressed here by Inc.com columnists are their own, not those of Inc.com.