Why Is Local SEO Necessary?

Local SEO relates to the intricate technical strategy of optimising local sites to improve their ranking in major search engines for targeted keywords. It involves collecting and optimising real-time data on what people are searching for when looking for a local business in your local area. It’s all about optimising your site for free, or cheap, organic, or paid, local traffic from the major search engines such as Google, Yahoo, MSN, AOL etc.


One of the many on-page strategies at her Sheffield-based wedding photographer website was to use schema markup language (SML) to optimize images. Whilst the approach was within the realms of SEO, there was still a sense that more could be done to optimise images for greater search engine optimization results – after all, the goal was to improve the site’s performance for local searchers, and the optimization wasn’t just for SEO. The resulting strategy used SML to provide a more complete listing of images that were associated with each keyword within the Meta description. It enabled us to create a more complete picture of our images and to tailor the text to make it work better for the particular words associated with them.

This SEO strategy has now been transferred to other keyword focused pages. By combining Google Places, Facebook and Twitter we are able to reach a much wider audience and also improve link building with these social media outlets. Not only have SEO and social media become an ever increasing part of SEO ranks, but the two are now working together in a more natural way to produce the best results for specific searches. The results are not just achieved with on-page SEO but are also achieved by using the previously mentioned Link Exchange.

The Link Exchange is a set of rules and guidelines between an SES provider and webmasters who may need to utilise their services to assist with local SEO. Facebook and twitter are two social media sites where potential customers can join and interact with businesses in their local area. The Link Exchange allows businesses to promote their local businesses through their profiles and then request additional information or sharing about the businesses in their area. The webmaster providing this information can then use this exchange to attract links back to their own websites.

The link back, which can be verified by Google, helps to improve rankings. Link building using these social networking sites also provides webmasters with the chance to show off their knowledge about their business, products and services. As well as providing information about SEO, these profiles provide the ideal opportunity to promote other elements of the businesses website. For example, if a business has a blog, they can add relevant content to their Facebook page and comment on other people’s posts. These comments are also visible to their friends, and provide a great opportunity to promote other aspects of their website.

In addition to the link building component of local seo, it is important for businesses to optimise their web pages. One way of doing this is by creating a useful snack pack. Snack packs feature useful, bite-size, promotional items such as coffee mugs, chewing gum, skin care products, and so forth. In order to promote these items effectively while also increasing their appeal to users, it is wise to create customised snack packs for each user, ensuring that they are relevant to their area and offering something that will stand out from other users of the network.

By analysing the patterns of searches made using these channels, the link building service can also be used to increase the traffic to website. This process can be carried out by carrying out localised searches within the immediate vicinity of the business. Google places a greater emphasis on searches performed within 30 miles of a given location, as it wants to provide its users with the most relevant search results. Using Google Analytics, webmasters can determine which searches are being conducted most frequently, and focus their marketing efforts accordingly. For example, if a coffee shop in her nearby city is frequently being searched for, it would be wise to include this search term within the content of the website.

Google also makes use of local seo in its ranking algorithms. Certain types of content such as images, JavaScript and localisation are more commonly selected than others, which is why it is advisable to optimise websites for both these groups. Images tend to be much less mobile-friendly than text, but the right image tags can make a noticeable difference in both performance and ranking. Another reason why SEO needs to be localised is because the same images are also likely to rank well across a number of devices, compared to a single URL that has been optimized for a particular device.