Local search engine optimization (SEO) may not generate as much excitement as content marketing or generate as much attention as digital PR, but it should be the most significant marketing channel for some organisations. According to research, local searches account for 46% of all Google searches, demonstrating the massive audience that businesses may tap into, especially businesses like estate agencies. However, many website owners are unaware of the possibilities and hence miss out on reaching customers through local Google SEO.
Why is Local SEO important
If you have a local client or customer base, local SEO may be beneficial to your business. Local SEO for estate agents allows Google to associate your business with localised searches, emphasising your company as a prominent player in the area.
This is essentially true when you are looking for digital marketing for estate agents to better the reach of your estate agency. Local SEO, on the other hand, is more than simply a technique of linking your business to local customers; it’s also a way of connecting your business to geographical areas. For example, if you owned an estate agency, you’d want to be found by anyone wanting to buy or rent a home in your neighbourhood or service area. You want to be found if they’re seeking an estate agency near their selected venue, regardless of whether they’re local or not.
We have listed the best way to do local SEO for estate agents as it is amazingly beneficial when compared to going for Google ads
How to make your website local search friendly
So, what exactly is local SEO? Here are four techniques to improve your local SEO strategy and raise business presence in your neighbourhood.
1. Make improvements to your Google My Business profile.
One of the most important tools for local SEO is Google My Business (GMB). Although a profile cannot replace a website, it is an important part of any local SEO plan because it may assist increase traffic, leads, and sales. Do some keyword research on your industry before developing your Google My Business profile, and make sure your business name accurately defines what the company does. Adding “estate agents & letting agents” to an estate agent’s business name, for example, will assist Google and users in understanding what you do and increase your chances of ranking for those terms.
GMB offers a message service, analytics data, and call logging, and Google is pouring a lot of resources into it. Google’s capabilities are always being updated, and the tool is becoming more powerful year after year.
Here are some Google recommendations for managing your profile for better local SEO results:
Make sure to portray your company honestly and consistently both online and offline, for example, by keeping all branding and signage similar.
Your company’s information must be correct and detailed. If you serve a certain area, be as specific as possible about the many areas where you can perform your services.
Previously, it was thought that the more information you provided, the better; however, Google recently said that using fewer, key categories to define your organisation is preferable.
To prevent misleading Google on Maps and Search, businesses should only have one profile per business on GMB.
2. Avoid content that is off-topic or irrelevant.
Furthermore, make sure the content and issues mentioned are relevant to your business when posting updates on your GMB or responding to reviews.
When changing material, keep the following in mind for local SEO:
When uploading changes to GMB, make sure they’re high-quality and free of spelling errors, gimmicks, and automated or distracting content.
Offensive, divisive, explicit, sexually suggestive, or vulgar movies, images, or language should be avoided, according to Google, which encourages all businesses to be courteous.
Links are incredibly valuable for SEO, which is why you should only link to websites that you trust, with links to malware, viruses, phishing, or pornographic material being prohibited.
You can publish if your firm deals with regulated goods and services, but you can’t post anything about the products themselves.
According to Hubspot statistics, 73 percent of customers trust a company after reading great reviews. As a result, favourable evaluations increase website traffic, which boosts your SEO position, resulting in a positive feedback loop.
Encourage current and prior clients to leave feedback after utilising your services or products to begin boosting your GMB profile’s review count. Remember that a customer must have a Google account/email address in order to leave a review on GMB.
Frequently update online directories
Although the Yellow Pages may appear to be a remnant of a bygone era, internet directories are an essential component of any local SEO plan.
By ensuring that business listings on sites like Yelp, Yell, and Thomson Local match up with one another and the company’s Google My Business profile, businesses are sending a signal to Google that the information is correct, increasing the likelihood of appearing for local queries.
Updating these directories is critical, as evidenced by the coronavirus pandemic that has impacted how many firms work in recent years. Customers will be confused by inconsistent information, which may lead them to a competitor.
Don’t overlook user experience and content.
The finest local SEO strategy must prioritise user experience; a superb Google My Business profile will not generate leads if users are sent to a page where they are unable to convert.
Aa a local estate agency for example, might have a “book a viewing” button on their Google My Business profile to allow users to convert swiftly. The chances of converting are likely to be diminished by just adding links to the website and forcing people to navigate through multiple pages.
Similarly, any page to which the user is directed must speak authoritatively about the company’s products or services. Look at keyword research and competitors while generating content to see what kinds of topics customers want to hear about so they don’t go elsewhere after you’ve gone to all that trouble to attract them to your website in the first place.