Local Content and On-Site Signals | Lesson 4/10 | SEMrush Academy

Learn how to manage your important NAP information.
Watch the full course for free:

0:32 Local SEO is entity based
1:09 Name, Address, Phone number or NAP
1:41 Schema markup in NAP
2:14 Dynamic Number Insertion or DNI
2:57 Your content needs to be local
3:25 Localized content
3:44 Your content needs to be conversational
5:17 Optimize for the local algorithm
5:51 Title tag is the most weighted SEO element on your page
6:31 h1 heading
7:10 Image alt text
8:01 Include location keywords in your URLs
8:40 Importance of setting up 301 directs
8:57 Use your location keyword phrase in your meta description
10:05 Importance of having a blog
10:55 What to include in your local blog post

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Website content has always been one of the main factors in SEO – obviously, you can’t rank for a keyword phrase if you don’t have related information on your website.

Google has evolved from simple keyword-to-keyword matching to entity-based search, and Local SEO has always been entity based. The old idea still applies, though – for any keyword phrase you want to rank for, you need a page on your site about that concept.

All of the standard technical elements matter too. You need clean, concise code. You need to be sure you don’t have broken links or missing images. You need your site to load quickly.

But we’re here to talk specifically about Local SEO, so let’s talk about the elements that are different from traditional SEO.

Like I mentioned a minute ago, Local SEO has always been entity focused, and one of your business’s most important entity elements is your NAP – your name, address, and phone number. The most basic way to prove a business exists in a certain location is to look at the physical address.

Your NAP information should be clearly displayed on every page of the site. This isn’t just an SEO tactic, it’s important for your user experience too. If someone wants to call you or know where you are so they can pull up directions, you should have your NAP info front and center, so they don’t have to go looking for it.

You also need to ensure that your NAP information is marked up with schema. If you’re not familiar with schema markup, it’s code that’s used behind the scenes to help classify information on your website. There’s a specific type of schema markup for local businesses, with specific sub-types for most verticals. If you’d like more info on schema, head over to schema.org/LocalBusiness for a detailed explanation of the local business markup.

It’s incredibly beneficial to display a local phone number. Call tracking can make this a bit more complicated, so let’s look at a few scenarios. If you’re using dynamic number insertion – commonly called DNI – javascript will fire once the page loads and change the phone number to a tracking number based on the referral source. As long as your actual local number is the default number that’s coded into the page BEFORE the javascript fires, you’ll be ok.

If you’re instead using a block of tracking numbers and you’ve dedicated one number to your website, you’ll still want to show your local number somewhere on the page. In these situations, you’ll typically show the tracking number at the top of the page and your actual local number down in the footer. Make sure that your schema markup includes the local number, not the tracking number.

Your content needs to truly be local. Most businesses only worry about their content being unique, which isn’t a great idea as a sole target. Anyone can write unique content, but that doesn’t necessarily mean it will be relevant or useful. If you’re writing content that’s truly useful for your customers AND you make sure it’s localized, you’ll be unique without having to try.

Having local content doesn’t mean just shoving your city name into the text every few sentences – I’m talking about being truly localized. When you mention local landmarks in your directions, or talk about local events you’re involved with, or mention your city in natural conversational text – that’s when you’ve got actual localized content.

#LocalSEO #LocalContent #LocalContentStrategy #SEMrushAcademy

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