The answer is simple: if your content is not optimized for the local ranking factors, and can be found by your target audience, you should do so.
We’ve been seeing a significant increase in the number of local sites we’ve been able to rank for Google.
So, it’s a no-brainer that you should optimize your site to rank for Google’s local pack.
With that said, there are some aspects of local SEO that we find important to include in our content strategy.
For example, we might want to include a location feature on the homepage. Or we might want to optimize for an internal link to the local pack.
In this article, we’ll review the local pack, show you how you can optimize your site to rank for it, and help you decide which option to use.
Let’s jump right in!
What is the local pack?
The local pack is a Google directory of business-relevant, high-quality sites.
In other words, the pack lists websites that are relevant to your business and has a strong local SEO signal.
Google uses a combination of several ranking factors to determine the sites that appear in the local pack. These factors include:
- The relevance of a website’s content to the searcher’s question
- The proximity of the site to a searcher’s location
- The number of referring domains
- The quality of the site in the eyes of Google
To rank well in the local pack, you need to include these factors in your content.
You should also aim to optimize your site for these factors in the following ways:
- Add location-based metadata (if relevant)
- Add location-based content that answers questions
- Add location-based internal links
Additionally, Google has recently made several updates to its local ranking factors. To see how these updates have affected rankings, check out this post: Why ranking for local SEO is harder than you think.
If you’re a local business looking for a way to increase traffic and revenue, the local pack is definitely worth your attention.
How do I optimize my site for local SEO?
To rank well in Google’s local pack, you need to do the following things:
- Add location-based metadata
- Include location-based content that answers questions
Let’s take a look at each of these steps in a bit more detail.
1. Add location-based metadata
Simply put, the location-based metadata is a string of metadata that tells Google what a page is about.
For example, you can add the keyword “mammograms” to the meta description of a page that explains the different types of mammograms:
Google also uses location-based metadata to figure out where a page should be ranked.
If you don’t use location-based metadata on your site, Google will rank your pages based on the proximity of your site to searchers’ locations.
You can also use location-based metadata to optimize your content for specific locations.
For example, we can add the location name, “London” to the meta description of a page that explains how a London-based company can help you with your local SEO strategy.
You can find more information on the location-based metadata format in our post: What is the local meta description tag?
2. Include location-based content that answers questions
You should optimize your content for the local pack to answer a user’s query. In some cases, you may simply want to answer the question in your content.
However, in most cases, you should include location-based content that is relevant to the user’s question.
For example, if you’re a business in London and you want your user to know about the different types of mammograms, you should include a list of the different types of mammograms that are available in London.
You can also include location-based content that is relevant to the user’s location. For example, if you’re a doctor in London, you should include the location of your practice in your content.
In the example above, we’ve included the location name, “London” in the meta description, and we’ve also included location-based content that is relevant to the user’s location.
3. Add location-based internal links
Internal links pointing to your site from other sites are a great way to build topical relevance and local SEO authority to your site.
For example, if you’re a local SEO agency providing digital marketing services, you should include a link to your website from other relevant sites on your site.
For example, if we wanted to know more about the different types of mammograms, we could include a list of the types of mammograms that are available in London.
If you include local links in your content, you give Google a good signal that your site is relevant to the user’s query.
Also, having local links pointing to your website can make it easier for visitors to find the relevant information in the future. For example, if we want to know more about the different types of mammograms, we could link to our site from a site that provides information about the different types of mammograms.
4. Try these local SEO tips
To rank well in the local pack, you should follow these best practices:
- Be local in your content
- Create local content
- Optimize your site for local SEO
- Create local-specific content
- Improve your content’s topical relevance
For a complete guide to getting more traffic from Google Search, check out our post: How to Rank Better in Google’s Local Pack.
Want more traffic?
Need help with your local SEO?
How do I improve my SEO?
If you want more traffic and conversions, you need to improve your SEO.
Here are some ways that you can improve your SEO:
1. Build links
Links are an important ranking factor. In fact, it’s no surprise that links are one of the top three ranking factors.
Links, however, are not the only ranking factor.
If you want to improve your SEO, you need to know which other SEO metrics are important and how you can improve them.
To learn more, read our post: How to improve your SEO and achieve top results.
2. Use local SEO tools
You can improve your SEO by using a local SEO tool.
A local SEO tool allows you to create a list of the top results for a specific location. This list can be used to create content that is relevant to the location.
For example, if we want to know which different types of mammograms are available in London, we can use a local SEO tool to find out which types of mammograms are available in London.
By doing this, we can create relevant content for our audience and improve our SEO.
3. Use relevant keywords in your content
If you want to rank well for specific keywords, you should use relevant keywords in your content.
The local pack is a very competitive ranking factor.
To improve your SEO, you should focus on improving other ranking factors.
If you want more traffic, follow our local SEO tips to rank well in the local pack.
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