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Customer Service Policy

Your customer service policy affects local SEO in several ways. The first and foremost impact is that poor customer service results in bad reviews

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Your Homepage

One way to improve your local SEO and usefulness to visitors is by putting your company’s NAP information on your home page.

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Rich Snippets

Marking up your NAP information with schema helps search engines identify your NAP information and present it to viewers

How to Build Your Local SEO through the Right Type of Content

When you are creating content, the goal is typically to convert the visitor into a customer. However, not all of your content could or should convert people, and while all of it can be used to improve local SEO, content for converting customers may be better if it isn’t local in focus.

Hyperlocal content is valuable content that focuses on local references. For example, a restaurant could talk about the ideal night out on the town that includes a visit to their restaurant. Discussing awards your business has received from local business associations or industry associations improve your local SEO, especially if you talk about the local venue where the awards were given. When you feature a star employee, discuss what they do during the day and mention associated nearby place names.

When you are creating content, the goal is typically to convert the visitor into a customer. However, not all of your content could or should convert people, and while all of it can be used to improve local SEO, content for converting customers may be better if it isn’t local in focus. Let’s look at the right types of content to create and associate with your website to build your local SEO.

Customer Service Policy

Your customer service policy affects local SEO in several ways. The first and foremost impact is that poor customer service results in bad reviews that hurt your local SEO. If your employees are acting contrary to stated policy, you open up the door to bad press and even more bad reviews.

NAP+W

NAP+W refers to the location and contact information combination of business name, physical address, phone number and website. Your company’s local SEO depends heavily on consistent NAP+W information across many business directories. These directories provide a natural source of traffic to your site, and it creates a high authority link back to your business. One caveat is that the web address in these directories cannot be Adobe Flash format or an embedded graphic.

When you have the exact same business name on many different business directories, the exact same address down to street numbers and suite numbers and city names, your local SEO presence is clearly defined to search engines and prominent in search results. When you have multiple addresses in various locations, your business’ exact location is confused to the search engine. This results in lower rankings for “search near me” results. In contrast, directions that explain how to reach your business, recommendations on where to park that mention local landmarks and details like “convenient to X venues” improve your local SEO.

Contact us buttons or “click here to book an appointment” are positive signals to search engines that also connect likely customers to you.

Your Homepage

One way to improve your local SEO and usefulness to visitors is by putting your company’s NAP information on your home page. Even better is when you include geolocation information and a map on the home page. This is superior to a “Where Are We” page that may not be easily located by visitors to your homepage. A “Where Are We” page can certainly be part of your subdomain, and if you have one, it should be crosslinked to your home page that has at least the address on it.

The “Where Are We” page should include directions on how to access your business from various thoroughfares. Provide the business’ location from major points of interest. If you have more than one business location, clearly identify which locations are company headquarters or warehouses compared to service providers or retail outlets.

Contact Us Pages

A contact us improves your local SEO when it contains your name, address and phone number and directions as are seen on the “where are we” page. It should build on this by listing all supported contact methods whether hotlines, live chat, fax numbers and email addresses.

Rich Snippets

Marking up your NAP information with schema helps search engines identify your NAP information and present it to viewers even if they don’t go to your website. Traffic numbers would be minimally affected, but conversions from those who see your URL continue.

Putting local references in your business’ description as part of the one to three lines that appear below the URL improves your local SEO and makes it clear to customers that your site serves their area. In contrast, if your business doesn’t serve their area, their visit to your site and then quick bounce away will hurt your search engine results rankings.

Reviews

Reviews improve your business’ trust with potential customers when they see your business online. More than 90% of consumers read online reviews, and negative reviews hurt your business. A lack of reviews suggests few people bother to visit it or that you’re so new they may not want to bother using your products or services. You can improve local SEO by encouraging people to not just give you reviews but include information like “the store is so convenient to X landmark” or “easily accessed from intersection of A and B”. Ask for references as to which location someone visits in the review, such as “we love the X suburb location, so convenient from the 123 Highway” instead of a simple “we love your business” mention.

Hyperlocal Content

Hyperlocal content is valuable content that focuses on local references. For example, a restaurant could talk about the ideal night out on the town that includes a visit to their restaurant. Discussing awards your business has received from local business associations or industry associations improve your local SEO, especially if you talk about the local venue where the awards were given. When you feature a star employee, discuss what they do during the day and mention associated nearby place names.

Learn more on how to optimize your on page content here!

More Tutorials

Local SEO 2017 Part 1

Local SEO 2017 Part 2

Local SEO 2017 Part 3