Post by Caterina Merenda, Marketing Specialist, with insights from Erik Bergstrom, SEO Analyst
Brands should understand that local SEO can increase their rankings in the SERP, relevant to location-based search queries. For example, if a local Boston hotel optimizes content for local SEO value, it is more likely to appear in the SERP for location based searches, such as “hotels near boston” or “hotels in boston.”
1. Create a company page on Google My Business
All brands, particularly smaller businesses, should create a company page through Google. If a user searches for “hotels near boston,” a small hotel chain or bed-and-breakfast has a better chance of appearing in the search results, which would look like so:
When brands create a Google My Business page for their business, they should ensure that all information represented is correct (address, phone number, contact information, etc.), as this will make them easily accessible.
2. Create location-based content
Local content creation is extremely beneficial for SEO. To demonstrate, if a large hotel brand with multiple chains sought to rank for location-specific terms, creating new and fresh content for each of their locations would increase their chances based on the consumer’s query.
Hotel Rooms | “Hotel Name”
Instead, brands can create a <TITLE> Tag that is location-specific, looking like:
Hotel Rooms in Boston | “Hotel Name” or Hotel Rooms | “Hotel Name” Boston
3. Create a mobile optimized website
To optimize a mobile site for local SEO, brands should focus on:
To conclude, to succeed in local SEO, brands should: