Set up local landing pages for all your business locations
Another SEO consideration to keep in mind, McKnight said, is whether your website’s title tags and metadata up to date.
“There are a few different parts of metadata, but the majority of people only have to worry about meta description and title tag,” he said.
Title tag refers to the 60 characters that search engine users see on the search engine results page (SERP). Keeping a title tag relevant to your brand and location, but shorter than 60 characters is optimal, McKnight said.
The meta description is less likely to factor into search ranking, McKnight added, but it can improve click-through rates by signaling to users precisely what type of information they might find on the webpage.
“Data shows that a quality meta description … can help click-through rate. On the flip side, for a business like a restaurant that wants people to call, having a phone number in the meta description is huge,” McKnight said. “Meta descriptions should always be 160 characters or less.”
The title tag and meta description can be edited in the administrator’s tools of the web hosting platform you use. For many small business owners, McKnight said, WordPress offers an easy to use SEO function.
If your business has multiple locations, you should create an individual page for each location on your website to further your localization efforts.
“There will often be companies with a lot of different locations, but they don’t include pages with information on those different locations on their website,” Lodge said. “These pages should include each location, directions on how to get there, and what store hours are.”
Lodge added that these pages should include specific content about your business. For example, a real estate agent based in Nashville, Tennessee, shouldn’t just list on their website that they are a “real estate agent.” Instead, including the key phrase “leading real estate agent in Nashville” signals to search engines where the agent is based and helps serve results to a local audience. It also considers how people are searching for real estate agents; they don’t just want anyone, they want “the best” or “leading” real estate agents.