When Google updated their algorithm, they changed the game of local SEO as we know it. Unfortunately, not all of us are aware of what the new rules mean for maintaining a thriving website.
The biggest thing to recognize about Google’s new algorithm is that your opponent is not a computer or some electronic coding device, it is actually a human; more specifically, it's a grouping of some of Google’s finest employees. And unlike previously monitored computer “readers” who were susceptible to formulaic writings, your new opponents cannot be tricked. They know exactly what is going on. Most importantly, they like to be treated like humans, not robots. Which means that as the writer, you should target your copy towards humans who are reading it, not for computers to process it.
There are a lot of things you can do to enhance your local SEO through content and copy. Here's some suggestions on how to impress Google’s new algorithm and set your website up for success.
1. Enhance Your Photos Locally
It isn’t always enough to have solid content on your website. Having the right descriptions for your images plays a part in your local SEO, as well. When you include photos on your site, be sure that they are high-quality. The better image description you can provide for each, the happier Google will be. Also, do not forget that when you label your photo, you should include the city and state information in your alt text. This small addition to your photos will help to increase the local relevancy of your page.
2. Optimize Your Title Tag
A title tag is absolutely necessary for optimization. We recommend that before you even begin writing your content that you complete a title tag filled out for your post or page. In your title tag, include your city and state. This information is important because it becomes an automatic signal for local relevancy.
3. Create Killer Content
It’s a common mistake to omit location from the actual content copy of the site. Don’t let yourself be sucked into this bad habit. When you are writing content that is locally-sensitive, be absolutely sure that you include the city and state! Unless you include your local information, you cannot realistically optimize your site for local SEO.
By using these three tactics in your website copy, you will have a jumpstart over your competitors, letting you stand out as the authority in your area. Taking these certain steps will allow you to shift your focus from your site ranking to meeting your niche market’s demands.
Dawid Sakowski is an Internet marketing enthusiast with over 13 years of experience in SEO and SEM. He is the founder and CEO at SEO Rank Monitor – an online rank tracker, and currently lives in small town in The Netherlands with his wife and their two daughters.