Improve local findability through local SEO

Reading time 6 minutes
By Guido Sombroek

How can you optimize or improve the local findability of your business? One possibility is SEO. Local SEO that is. And that according to the schurq. method. Completely automated. But first some background information about SEO. That way we make sure everyone understands what this blog is about.

What is SEO and why SEO?

The word SEO is short for Search Engine Optimization. Literally translated from English, it means Search Engine Optimization. And there are several ways to do that. For example, you can improve the content on the page, the technology your website runs on and the authority of your website. Does this all conform to the latest SEO standards? Then your page may be displayed within the organic search results. For free and for nothing. Because search engines like Google, Yahoo or Bing find the content, technique and authority of your page best suited to an entered search query. But before we delve deeper into this, let's explain the ground rules of SEO and Local SEO.

No need to explain SEO but want to know how schurq. stands out in terms of Local SEO? click here

Determining keywords for local findability

We start with a keyword analysis.

This establishes the focus. A keyword equals a search query. Because everything you enter into a search engine is considered a search query. You are asking Google, as it were, to look for the answer to your search query. Google provides this in the form of a page, video or an image. Or a combination of these. Keep in mind that some keywords are searched for more than others. And if a keyword is searched for a lot, there is often a lot of competition. The more competition, the harder it is to reach the number 1 position. And everyone wants that position, of course.

Match content to one, at most two searches per page.

Why? Because one page cannot really answer more than one or two questions. Because if you ask a question, a query, to a search engine like Google, Bing or Yahoo? Then all pages on the Internet are analyzed. Does your page focus on four, five or sometimes six keywords? Then there is always another page that gives better answers than yours. Therefore, focus on one or two keywords per page. And in addition to the keyword, keep an eye on search intent. Because what would you want to see when you search for "red shoes"? Right. An overview of all the red shoes a company offers. Show that directly at the top of the page. That way you answer the search query directly.

Optimizing images to improve local findability through SEO

Kijk naar de opbouw van jouw pagina’s.

Have you ever thought about or looked at this? As mentioned earlier, all findable pages on the Internet are included when a search occurs. Therefore, don't make it unnecessarily difficult. Make sure your pages are logically structured. Think of each page as a separate book. A book has one title, so does a page. We give this title the 'h1 tag'. This way, search engines immediately know what the page is about. After the intro comes the first chapter. We give this one the 'h2 tag'. If you go deeper into the chapter and the text becomes too long, we add paragraphs with an 'h3 tag'. Logical right?

Optimizing images for local findability

Images should also be optimized.

'But a picture is just a picture right?' Sure. But the software of and search engine analyzing your website doesn't see images. They only read your website's coding. And that software only reads the filename and the alt tag of an image. So we can optimize those. Include the keyword, or a synonym, in the file name or alt tag. Describe what the image is about. That way, search engines also know that an image reflects a marketing funnel rather than a 2046378.jpeg.... Then you have the size, the number of bytes of an image, which affects SEO performance.

So, if this is all right then I'll show up at the top of the search results? No. SEO consists of 3 pillars. This was just the content. SEO is an interplay of all 3. On to the technology behind your website.

Technology is all about "user friendliness.

And especially mobile friendliness. Your website will be indexed "mobile first. Because this best reflects behavior in the marketplace. Look in the mirror. What would you do when looking for a particular product? Often (for the more expensive products), research is done on the phone first, after which the actual conversion takes place on desktop. Mobile first, in other words. Purchases of cheaper products are often also completed on the mobile device. Therefore, your website is also evaluated on the mobile version, not the desktop version.

Optimize url structure and improve web site technique to improve local findability through SEO

Make sure your website's core web vitals are in order.

That's what it's all about. What are Core web vitals?

  • 'Largest contentful paint' (LCP) or in other words, How long does it take for the largest element of your website to load.
  • 'Cumulative layout shift' (CLS) is a measure that shows when there were last shifts on your website.
  • 'First Input Delay (FID) measures the difference between when an element is clicked and when something actually happens.
  • Is de laadtijd van het grootste element lang, duurt het lang voordat jouw website reageert wanneer je op een element klikt of verschuiven er nog elementen wanneer je aan het scrollen bent? Daar ergeren bezoekers zich aan. En dat straft een zoekmachine af. Jouw website wordt zo als niet gebruiksvriendelijk ervaren. In de volksmond noemen we dat een langzame website.

And with a slow website, you lose visitors.

Hoe je er voor zorgt dat jouw content zo goed kan worden geconsumeerd? Begin met een goede hostingpartij maar laat een developer ook eens kijken naar de code en het gebruikte javascript. Want techniek staat nooit stil, een website wel. Dus ook de code waar jouw website gebruik van maakt. Net als een auto geef je jouw website een jaarlijkse APK keuring. Het is tenslotte het digitale visitekaartje van jouw bedrijf, en meer natuurlijk..

Analyze organic search traffic for local finability

How is the url structure of your website?

A good structure ensures an improved user experience. And above all that all pages are easy for search engine crawl robots to find. That's what you're looking for. Because over the years, pages are often added. Pages that have something of value on them. Are these hard to find? Then they are also less well found by the search engines.

And then there's the authority of your website.

The reliability of your website. This is measured by the number of backlinks, the age of your domain and the number of visitors going directly to your site.

Backlinks are references from one domain to another.

Are you referenced by another domain? Including reference? That means that one website cites your website as its source. So you are seen as trustworthy. And is the domain, which uses your domain as a source, seen as more trustworthy than your domain? Then your trustworthiness value increases. Do you still get it? Exactly. That's why it's smart to hire a professional. We explain it using an example.

We have a major national newspaper like, for example, Het Parool and a regional newspaper like the Nivo. An article about online marketing is published in both newspapers. We are mentioned as schurq. in both newspapers. Which mention do you think creates more reliability with a visitor? Right. The Parool. But the Nivo is known regionally, and therefore provides additional value looking at Local SEO.

Linkbuidling to improve local findability through SEO

Arriving at Local SEO. Is that different from regular SEO?

Nee. Maar waarom dan dit blog? Omdat Local SEO de focus legt op één specifieke locatie per pagina. Daarom is Local SEO tijdsintensief. Heel tijdsintensief. En op die pagina moet alles wat we eerder in dit blog hebben beschreven kloppen. En meer nog zelfs. Want de reden dat je per zoekwoord een pagina wilt hebben in combinatie met een plaatsnaam is om content zo goed mogelijk te laten aansluiten bij de zoekopdracht. Want zoek jij bijvoorbeeld op ‘badkamer tegelen Amsterdam’, dan sluit een pagina met content over ‘badkamer tegelen Amsterdam’ het beste aan op jouw zoekopdracht. En dat is niet het enige voordeel.

A visitor who comes to the website with a local search is further along in the customer journey

A visitor who enters a local search is further along in the customer journey.

Mirror it with your own behavior. You live in Amsterdam and are looking for someone to tile your bathroom. What will be your search query?
A Tile bathroom
B Tile the bathroom in North Holland
C Bathroom tiling Amsterdam
Are you searching for "Bathroom tiling"? Then you may be searching for different ways of tiling or inspiration. And 'bathroom tiling North Holland' is a search query that leads to different tiling providers. But 'bathroom tiling Amsterdam' is a direct search from someone who knows what they want. You have and bathroom and you are looking for a tiler. And what page will be displayed at the first position? Right. Your page that is purely about 'bathroom tiling Amsterdam'. Because that content best matches the search query.

Op mobiel worden lokale zoekopdrachten nóg eerder vertoond.

Because when you search mobile, you're often looking for vendors, service providers or suppliers nearby. And a search engine almost always knows where you are. Results are adjusted based on your location. Search engines today even adjust generic searches entered on mobile devices. Because on average, smartphone users are more likely to search for a quick solution nearby. Do you urgently need a plumber or locksmith? Then everyone immediately grabs their mobile these days.

A local search has less competition than a generic keyword.

Why? Simple. People search less for a local keyword such as 'online marketing agency Purmerend' than for the generic keyword 'online marketing agency'. So that's where you want to be found as a marketing agency. Because would you rather invest time in content for a search where you can be found?

  • is searched for 2400 times a month
  • is searched for 20 times a month

I thought so. So did we. So did the competition. After all, why invest time for 20 visitors a month at the risk of someone else scoring better than you? Stop. Read back. No one pays attention to a low-volume local search. And that is precisely what offers opportunities. After all, there are 2,500 cities and towns in the Netherlands. Now suppose on average one local search per city or village is done in the month... That means more local than generic search! And that's one reason to automate local SEO.

Less organic competition on local searches
Combining local SEO with Google Ads

As icing on the cake, the benefits combined with Google Ads...

But SEO and Google Ads are two different things, right? You might say so. But because SEO is so time-intensive, many companies have switched to SEA. And that's why there is so much competition and clicks are getting more and more expensive. How do local SEO pages reduce advertising costs? That has to do with the quality score of ads.

Hoe hoger de kwaliteitsscore hoe goedkoper de clicks.

And the quality score consists of three characteristics. They are

  • Experience on the landing page
  • Advertising relevance
  • Expected click rate

    Google independently gives each attribute points. The total of these points makes the quality score. We start with the landing page experience. How many points do you think "the landing page experience" gets when someone searches for "marketing agency Purmerend," clicks and lands on a page written targeting the keyword "marketing agency Purmerend"? Our experience shows: 10/10!

    On to ad relevance and expected click rate. We leave that to Google's algorithm. This is where we use a Dynamic Search Ad. With a Dynamic Search Ad, Google determines which user is presented with an ad based on previous behavior. Does your behavior as a user seamlessly match the behavior of a user who recently converted? And do you happen to search on "marketing agency Purmerend? Then, based on Google's algorithm, you will be served an advertisement. Our ad. That way, the expected click frequency and ad relevance also both score 10/10 points. So a total score of 100%. And so we ensure a reduction in advertising costs.

But how does automatic writing of unique content by location work?

We would be happy to explain that to you in a personal conversation. But that it can be done is certain. Without duplicate content, with human texts and possibly in all different languages. What we can tell you is that the content is renewed every 3 months because of a 'fresh content boost'. You get that boost when you post new content. Because nobody wants to be served outdated content. That's why your new content gets a 'fresh content boost' from search engines. And the 'uniqueness' of our content is 90%. So we make sure that it is never marked as duplicate content.

So, wondering if schurq. can do something your organization in the area of Local SEO?

Get in touch!

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Guido Sombroek
Guido Sombroek

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