Local Search Optimization (LSO) is the perfect combination of on-page and off-page SEO methods. Local SEO is about the techniques and practices used to bring the most targeted traffic to a site. It’s a highly localized approach, requiring the marketer to concentrate on a particular area or even region.
On-page optimization techniques are used to create relevant content for a given set of keywords that are relevant to the business location. Keywords should be relevant to the product or service offered. Meta descriptions are essential to the site. These describe the entire appearance and functionality of a web page such as its title, description, headers, and other elements. The layout and design of web pages are critical in local search ranking factors. A layout is usually created by the designer of the site or by an experienced SEO professional.
On-page optimization is also inclusive of off-page optimization techniques. This means the total approach to reaching the top three positions in Google, Bing, and Yahoo. These include On-page SEO or traditional SEO techniques such as use of keywords, search engine optimization (SEO), and meta tags. On-page ranking factor refers to the number one position a site occupies in Google’s search results, Bing’s rank in the same domain, and Yahoo’s rank outside of the main domain.
On-page SEO consists of creating original and informative content, optimizing content by using keywords and phrases, and getting inbound links from trusted sources such as social media platforms. A social media platform is any online community website that allows users to interact with each other. Social media networking accounts for example Facebook, Twitter, and LinkedIn. Each of these websites allow users to share links and photos with their friends, followers, or fans.
Off-page SEO is also important but is less important compared to on-page SEO because this method doesn’t include social media networking. However, creating inbound links from location pages, which are the physical places where customers can locate your products or services is very important if you want to rank for a specific geographic location. For example, suppose you have two retail stores located in the same town. If you manage to create unique and relevant location pages on Google Places, Google and Yahoo will be able to recognize the store, rank it well, and bring you more traffic, resulting to more sales.
As mentioned earlier, SEO practices often consider how to target both local searchers and the global audience. Local search results are often given preference over the organic listings since the audience is more focused and relevant to them. To make things easier, SEO companies now use the SMOS (store, website, services, and offers) and SERM (search engine result matrices) as part of their strategy. The advantage of using multiple locations is that it provides more opportunities for SEO optimization. Since SEO companies optimize content through different strategies (i.e., offpage, onpage, social media networking), they now can target specific keywords for each location.
On-page SEO works with links, articles, and submissions. These SEO techniques provide value to your site. Links are important since they provide search engine robots with a way to index your site. On the other hand, when a site is submitted to web directories, search engine bots access its meta data and indexing keywords based on keyword density, repetition, and domain name availability. To increase your ranking and improve your local searches, you must build high quality links from relevant websites and blogs.
On-page SEO best practices include optimizing images, titles, URLs, headings, subtitles, Meta tags, and keywords. On the other hand, off-page SEO best practices consist of creating meta-tags that specify keywords relevant to your business (e.g., your area code and your name) and using them in the URL, titles, URLs, links, and social media profiles. Off-page SEO strategies include directory submission, article submission, link building, and directory syndication.