Hummingbird and RankBrain are Google technologies that analyze and interpret the context and meaning of words used in search queries and on web pages. This is part of Google’s continuous efforts to give the best, most relevant search results to its clients. All of this is part of a larger drive toward the semantic web.
But how does the semantic web affect local business websites?
Local SEO is critical if you’re a brick-and-mortar store; ComScore reported that nearly 75% of local searches on mobile devices resulted in an in-store transaction a few years ago. Local SEO, like traditional SEO, begins with keyword research. It will serve as the foundation for practically all of your future on-page and off-page optimization efforts. This is why local SEO near me happens to be a top query in search engines.
If you’re a small business or a large franchise with several locations, you’ll need to customize your keyword research to create a strong foundation for your local SEO;
Local Keyword Research:
Go through the keyword research process before diving into metrics like local search traffic, click-through rate (CTR), and competitiveness.
Begin with the keywords users are already using to reach your website, just as you would with typical keyword research. To refine the data by searches, use the Search Analytics report in Google Search Console. Include columns for impressions, CTR, and position to ensure you’re looking at the most relevant keywords.
Conduct some competitor research to determine how your local competitors are chasing the same keywords and whether there are any market gaps you can fill. Start with the keywords that are most important to you. Search for your phrase using AdWords’ Ad Preview and Diagnosis tool, as your search results may be influenced by your search history and location. This tool displays the genuine first page of search results for the location you’re looking for.
Local Content for the Semantic Web:
How you go about achieving this relies on your website, but there are a few approaches you can take to include this in your local SEO content plan. One option is to produce content with a local focus, such as lists or step-by-step instructions.
Or else, for keywords that normally get local results, create authoritative content.
If you have a newer site that hasn’t yet established much authority with Google, or if you’re simply having trouble gaining momentum with your material, you can benefit from the ranking strength of other pages by putting your name on theirs.
Remember that the most crucial aspect of the semantic web is providing the material that is useful to humans. Consider what sort of questions your leads or consumers would ask, and then respond to them on your website.
Local Businesses and Semantic Markup:
Wherever possible, use Schema.org or JSON-LD. Local Business features can be used to highlight the content that local users are looking for.
Using linked data to mark up your site can assist Google to get your content to users faster. While it may appear strange to answer clients’ questions directly in the SERP instead of on your website, it will increase in-store visits and purchases.
Local Business Voice Search Optimization
- To make your website more voice-friendly, follow these steps:
- To locate new targets, expand your keyword research.
- Optimize your website to respond to inquiries.
- Take advantage of sites and services like OpenTable, ZocDoc, and app stores via app indexing and app packs that allow users to take action without visiting your site.
Since we’re all striving to improve our search rankings in order to attract more visitors, it may seem odd to alter your site so that people can convert without going through. However, users will have higher expectations in the future, and meeting those expectations will boost your SEO and overall marketing effectiveness.
Creating Local Content:
Writing local guides is a great approach to developing content for your sites that connects your site to three of the most significant aspects of local content marketing:
Your clients’ questions are an amazing resource for content ideas. What are the most typical questions they have before, during, and following a sale? The most often asked questions can be found in local forum discussions and online question-and-answer forums. If you can address searchers’ issues and concerns right away, they’re more likely to click through to your site and convert.
Not only will good local content marketing help your site rank well in search results, but it will also assist convert visitors into sales, regardless of how they arrived at your site. Keeping your local audience up to date on what’s going on with your company and the community will keep them informed and interested in your firm.