When it comes to capturing search traffic from Google UK some SERPs are much easier to rank a website within than others… Localised SERPS for example offer websites the chance to engage local customers and capture conversions in the process.
With this in mind localising your SEO strategy can produce some regular, conversion minded traffic towards your website and so since Google Pigeon Update many websites and SEO companies have taken on the idea of a ‘localisation campaign’ to enhance both the website and core term rankings generally.
Ranking a website within local SERPs is much easier than many make it seem, after-all ranking a website locally often removes some of though SEO competition found in national/ or core keyword SERPs.
Local SERPs are indeed somewhat less competitive (generally) however in some instances local SERPs can prove more hostile than ever imagined.
What is a Localised SERP/ Ranking?
Some of the most longstanding localised SERPs have to be within travel, venues, hotels and wedding searches. For example “wedding venues derbyshire” or “hotel Leeds” and so on, these “local” SERPs are simply keywords (such as “wedding venue” or “hotel” with a ‘city’ appended such as Leeds, Sheffield etc) or simply a location/ postcode placed in the search phrase to narrow down results to a target area. (As seen in the image above.)
How to Localised your SEO…
Localisation campaigns have a few different forms overall and vary from website to website depending on the services or products on offer, also worth noting is a point about if the website even holds “national” ranking credibility (in terms of the service providers operating area.) For this reason no two localised SEO strategies are ever the same yet, the principles to operate a successful local campaign are when deployed correctly for SEO incentives.
Forming a Target Area & Designing Landing Pages…
The start of any localisation campaign begins with the definition of target areas or regions within which the website wishes to sell or operate. Much like the way in which users will select target regions within Google My Business dashboards, SEO-ers will need something similar denoting regions or areas to work with.
Make a list of the Cities or Burroughs your website wishes to target, these might be based on population density, affluence or regional influence
Multi Lingual and International Website Localisation…
Some websites operate throughout the world and so pose their own very unique set of circumstances to which best SEO practice is applied. These websites are indeed few and far between but, every now and then the need for this kind of International Localisation applies to even the smallest of brands wishing to sell over the pond or across the channel in Europe.
A href lang tags and canonicalisation are just some of the words SEO’s will mention to you but, the way in which you handle translation and serving copy to foreign language users may have to adhere to ‘SEO Best Practice’ in order to succeed on a basic level abroad. Sub folders and sub domains are common ways to split a website up and form the basis of what is needed to enter into foreign language search engines, some websites also need to think about purchasing the various countries TLD extensions and may choose to develop these markets via this manner.
Which ever way your website goes with it localisation it will need to get found locally on according Google or other search engines. Applying and deploying an Off Page SEO strategy to echo your localised ambitions is key to long term success; simply get intouch with a member of the team here at Just Link Building by calling 0113 815 0035 or contacting us here to find out how we can help you to deliver the best rankings both locally and nationally for your website.