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How to rank better for targeted locations in your SEO strategy

by Laurence Knopf on 10th July 2018

The amount of people who search every day on Google is not directly relevant to your business. The people who search for estate agents or letting agents are not terribly relevant either. The real value to your business is the people looking for an estate agent or letting agent in the locations you cover.

To get those people to visit your website, you need to rank well on local search results pages.

Local Search Results Explained!

Google is getting better at displaying local search results. You have probably seen this when using Google – simply do a search for a local service like “restaurants” or “plumber”. Google automatically knows where you are, so displays localised search results.

There is often a difference between how Google handles local searches depending on the device of the user. For users on mobile devices, the results cover a smaller radius than users on a desktop device. The assumption Google makes is that people on mobile phones need the service immediately whereas those on desktop devices are usually researching the topic.

In addition, the way Google presents local search results differs depending on the keyword. Search terms that are not used as frequently are likely to feature national rather than local results. As an estate agent or letting agent, you also have the issue of competing with the major property portals.

So, how do you rank better in Google for your targeted locations?

Location-Based SEO

Targeting a local area requires location-based SEO. This involves three main steps:

• Optimising Google My Business
• Optimising on-page content
• Getting links

Let’s look at each in more detail.

Google My Business

Google My Business is a free tool that lets business owners upload information about their business to Google. Google then uses this information to present local search results and display your business on Google Maps.

In other words, Google My Business is crucial to location-based SEO. Here are some tips to optimise your Google My Business listing:

• Fully complete everything in your Google My Business listing. This includes uploading photographs of the outside of your business, entering the hours you are open, and more.

• Make sure the address you enter into Google My Business matches the address on your website exactly. If you are not happy with the address on your website, you need to change it. The key is ensuring both addresses match.

• In the name field of your Google My Business listing, enter the name of your business followed by “Estate Agent”, i.e. Estate Agent.

• Don’t add the location you are targeting to your name unless it is part of your actual business name. Doing this can appear spammy, plus it doesn’t help.

• Encourage your clients to leave reviews for your business on Google. Google links those reviews to your Google My Business listing.

Finally, make sure you regularly update your Google My Business listing. For example, you might get an email from Google asking you to update your listing to give users revised opening hours over Christmas. You should always follow this advice.

Optimise On-Page Content

The next step involves optimising the content on your website for the location you want to target. Start this process by thinking about the phrases that people are likely to use when searching for estate agents or letting agents in your area. Examples are:

• Estate agents in
• Letting agents in
• Estate agents in

You should then optimise the content on your website to target the above keywords. This includes optimising static pages on your website as well as creating new blogs and pages. Optimising the content involves including the above keywords on the page.

Get Links

The next stage is to get local links to your website. This could be links from a local business organisation such as a chamber of commerce. It could also be links from a supplier or customer.

Coverage in the local newspaper or local online news website will also help your location-based SEO efforts. You can get this by sending press releases into local media outlets with news about your company, or you can make yourself available for interview when journalists are covering property-related stories.

Optimising for Multiple Locations

What about when you need to optimise your website for more than one location? This is entirely possible, provided you go about it the right way. It involves creating separate pages and blogs for each location you want to target. For example:

• Estate Agent in
• Estate Agent in
• Estate Agent in

You must then ensure the content on those pages and blogs is completely unique and specific to that location. Finally, you need to get local links, as described above.

While property is a competitive field, it is much easier to improve your rankings with location-based SEO than it is with standard SEO targeting popular keywords. Plus, you get the added benefit of attracting the right people to your website, i.e. people interested in the services you offer and your area.

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