Optimizing your pages are important in order to rank for the keywords your target audience is looking for.
We discuss this a bit in our article on local keyword research.
There are a few major things you’ll want to make sure you do in order to rank your website locally.
1. Set Up Your Website Structure To Rank Landing Pages
If you serve multiple cities, you can create city specific landing pages for each city. This is a common workaround for a business that only has 1 location, or does not have an office, but serves an entire area.
For instance you may set up your website to have multiple landing pages for each area that you serve:
This will allow you to rank organically in places where you may not have a physical office!
2. Optimize Your Title Tags, Meta Description, Headers and Content
All normal OnPage optimization elements apply here. You’ll want to include your city as well as your keywords in the title tag and on the page.
3. Display Your NAP In Schema Format On Your Website
Make sure you display your name, address, and phone number combination on your website, and preferably in schema format.
Make sure that this NAP is consistent with your business listings.
P.S. Don’t forget to put your business hours!
4. Embed a Google Map
It’s a great idea to embed a Google map to your location so that users can easily find it.
6. Include Clear Calls To Action
Not only do you want people to visit your website, you want them to convert! Make sure that your phone number is clearly and prominently displayed and there are easy ways to contact you. Guide the user and use CTAs to tell them what to do next (call you, request a quote, etc).
7. Include Reviews & Testimonials
Displaying reviews on your site will help improve conversions, giving users confidence in your service.
8. Make it Mobile Friendly
Google has a large focus on mobile friendly websites and we saw the start of this with Mobilegeddon in 2015. You’ll want to use Google’s mobile friendly test to make sure your website displays correctly on mobile devices.
If your website doesn’t pass the test, you should consider a website re-design or updating your wordpress theme.